Activity is not attention
Dashboards count sends, opens, and sessions. None of that says which channels bring real evaluators, or what those evaluators go on to consume once they arrive.
Wave · Insights
See why your pipeline moves. Three charts your CRM cannot draw.
CRM reporting tracks activity: sends, opens, stage changes. Wave Insights traces attention: which channels bring the buyers who consume each theme, where the library is thin against real demand, and which committee seats are still dark. Three live charts from your own data, readable without a BI team.
Insights › Channel to content
Arrival channels to consumed themes · 90 days
LinkedIn
Organic search
AI assistants
Security theme
ROI theme
Integration theme
Security theme · demand vs supply
Demand
Supply
Quick answer
Wave Insights is a set of three live analytics views. A channel flow chart shows which arrival channels bring the buyers who consume each content theme. A supply and demand view grades every content tag by how much you have published against how much buyers actually engage. A committee coverage view shows, for every buying group seat, which curriculum themes are consumed, queued, or missing. Together they make Wave's intelligence auditable and actionable.
Key capabilities
- Channel flow: which arrival channels drive which content themes
- Supply versus demand graded across your whole taxonomy
- Committee coverage: consumed, queued, and missing per seat
- Every person counts once, through their dominant arrival channel
- Sandbox mode for what-if planning, never written to live data
- Screen-reader table twin behind every chart
Last updated: July 2026
The problem
Your reporting says what happened. It cannot say why.
Marketing runs on dashboards that count activity, AI tools that ask for trust, and BI projects that arrive after the question has changed.
The AI trust gap
Recommendation engines ask for faith: the algorithm says send this. Teams that cannot trace a recommendation to observable behavior will not act on it, and should not have to.
BI answers cost weeks
The warehouse route needs an analyst, a data model, and a backlog slot. By the time the dashboard ships, the meeting it was built for has happened.
How Wave does it
Three questions, three charts, one enriched data model.
Wave classifies every arrival, tags every asset, and tracks every committee. Insights is where that enrichment becomes visible and decidable.
- 01
Wave enriches as data syncs
Arrival touches are classified into channels, content is tagged against your taxonomy, and committee seats track curriculum consumption. The charts read this live: no nightly batch, no export.
- 02
Follow channels into content
The channel flow view connects arrival channels to the content themes those buyers consume. Each person counts once, through the channel that defines how they arrive, so loud channels cannot double-count their way to credit.
- 03
Grade supply against demand
The taxonomy view sizes every tag by published supply and grades it by real engagement, so overserved comfort topics and underserved high-demand themes are visible in one look.
- 04
Check every committee seat
The coverage view shows each buying group seat against its curriculum: consumed, queued, or missing. A dark row on the economic buyer is a deal risk your CRM cannot see.
- 05
Test moves in sandbox
A sandbox mode, seeded from your live numbers, lets you model what-if changes without writing anything back. Live mode adds time window and taxonomy filters for real analysis.
Where it fits
The glass box around every Wave recommendation.
Every recommendation Wave makes traces back to an observable signal in these charts, which makes the AI defensible in a leadership review.
Your sources
Wave
Decisions
Insights runs on the same enriched model as the rest of Wave: channel classification from Channel Affinity, tagging from Content Intelligence, and committee structure from Buying Groups. There is nothing to configure and nothing extra to buy. The charts are live reads over your tenant's own data, they refresh as connectors sync, and every view ships with an accessible table twin so the numbers are never locked inside a graphic.
Works alongside Channel Affinity, Content Intelligence, The full Wave platform.
Why Wave is different
Attribution traces spend. BI needs a team. Wave traces attention.
The analytics market splits into attribution platforms and warehouse dashboards. Neither can connect channels to content to committees, because neither owns the enriched model underneath.
Most tools
Wave
Attribution platforms trace ad spend to clicks and model credit across touches.
Wave traces attention: which channels bring buyers who consume which themes on the way to a committee.
BI tools need a warehouse, a data model, and an analyst backlog.
Wave's charts run live over its own enriched data. No warehouse, no SQL, no dashboard project.
Black-box scoring tools output a number and ask for trust.
Every Wave recommendation traces to observable behavior a marketer can show their CFO.
Dashboards report what happened last quarter.
Wave connects channels to content to committees: why pipeline moved, in one page.
FAQ
Questions buyers ask about Wave Insights.
What is Wave Insights?
Three live analytics views generated from your own Wave data: channel to content flow, taxonomy supply versus demand, and per-committee topic coverage. They answer where engagement comes from, where the library is thin, and who on each committee still needs education.
What does the channel flow chart show?
Which arrival channels bring the buyers who consume each content theme. Every person counts once, attributed to the channel that defines how they arrive, so the picture reflects people rather than raw click volume.
What does supply versus demand show?
Every content tag, sized by how much you have published and graded by how much buyers actually engage with that theme. Overserved and underserved areas are visible in the same view, which makes it a content strategy audit in one look.
What does committee coverage show?
For one buying group, every seat against its curriculum themes, marked consumed, queued, or missing. The same view scopes to a single account's motion, so deal-level gaps are visible next to the portfolio view.
Do I need a warehouse or a BI team?
No. The charts are generated from Wave's own enriched data model and are available to every tenant out of the box. There is no SQL, no data pipeline, and no dashboard to build or maintain.
How current are the charts?
They are live reads over your tenant's data. The charts reflect what Wave knows as of the latest connector sync, not a stale extract somebody scheduled last quarter.
Can I run what-if scenarios?
Yes. Sandbox mode seeds the charts from your live numbers and lets you model changes without writing anything back. It is clearly marked, and nothing you try in sandbox touches your data.
How do I see these charts on my own data?
Book a 20-minute walkthrough. We will connect Wave to your engagement history and walk the three charts on your own channels, content, and committees.
See it on your data
Draw the map your CRM cannot.
Book a 20-minute walkthrough. We will show your channels flowing to your content themes reaching your buying committees, on your data.
Request a demo