Kubit vs Whatagraph
Side-by-side trajectory, velocity, and editorial themes.
Kubit pivots from query builder to agentic analytics with the Lumos AI chat.
Kubit is a product-analytics platform that has spent the last quarter shifting from a manual report-builder model toward an agentic one. The headline move is Lumos Agentic AI Chat, which lets users describe reports in natural language instead of clicking through a builder. Alongside it, an AI Readiness framework continually scores how well a customer's metadata is prepared for that workflow.
Every directional release this quarter either ships agentic capability or removes blockers in front of it. AI Readiness keeps expanding its assessment surface (virtual events, breakdown fields) so customers can see exactly what gaps would limit Lumos. Enterprise-readiness work like granular Slack permissions and partial caching is clearing the path for production rollout rather than chasing new categories.
Expect Lumos to extend past chat into scheduled agent runs and proactive insights surfaced on dashboards, with a Slack or Teams entry point built on the new fine-grained permission model.
Whatagraph adds Data Storage and a Snowflake source — agency reports stop waiting on live API calls.
Whatagraph is moving from 'report builder over live API connections' to 'managed data layer plus report builder.' Two recent releases anchor the shift: Data Storage lets Whatagraph store customer data on its own infrastructure with a 24-month default backfill, and Snowflake has been added as a first-party data source so warehouse tables can sit alongside paid media and web analytics in the same report. Around that, the company is filling in standard reporting depth — GeoMap widget, conditional formatting, Gauge and Heatmap widget types — plus broader integration coverage like bol. Retailer and Advertising for Benelux retail media and a rebuilt event-level CallTrackingMetrics.
The product is pushing toward becoming an agency-grade marketing reporting platform that also owns the data plumbing. Historically agencies had to choose between Whatagraph-style report builders (fast but live-API constrained) and BigQuery-based stacks (flexible but heavyweight). Whatagraph's managed Storage destination collapses that choice, and the Snowflake source pulls customer-warehouse data directly into the reporting surface — both moves widen the addressable customer set into mid-market and larger agencies.
Expect the next quarter to deepen the data layer: a SQL-style transformation interface on stored data, more warehouse sources (likely Databricks or Redshift), and a billing change that splits the storage layer from the report-builder seat licenses. The GeoMap widget will exit beta with continent-grouped drill-downs.
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