126: Michael Rumiantsau: AI's role in democratizing data narratives for marketers

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Michael Rumiantsau, Co-Founder and CEO at Narrative BI.

Summary: This episode delves into the future of Business Intelligence, highlighting AI's role in democratizing data for marketers, automating insights with LLMs, and the importance of anomaly detection. Michael’s on a mission to make data insights accessible and useful for everyone, not just experts, by leveraging AI to provide tailored, easy-to-understand insights that boost decision-making. The episode also discusses how proprietary data gives companies a competitive edge in the AI market by refining models and creating tailored solutions, while well-structured data sources enhance natural language query tools. Anomaly detection is crucial for quickly identifying issues and uncovering new opportunities, with tools like Narrative BI automating alerts for unusual patterns, reducing the need for constant monitoring, and enabling more strategic decisions. Michael explains how Narrative BI, an augmented analytics platform, not only presents data but also provides context, explains trends, and suggests actionable steps, helping marketers focus on significant changes and improve performance.

About Michael

• Michael started his career as an electronics engineer and then a backend software engineer where he dived into web dev, db management and API integrations
• He later took on the challenge of being CTO at an IT startup called Flatlogic based in Belarus
• He then moved to San Francisco and founded a web and mobile dev consultancy which he ran alongside co-founding a natural language search startup called FriendlyData with a mission of democratizing access to data
• He went through 500 Startups, a VC seed fund acceleration program
• FriendlyData was acquired by ServiceNow in less than 3 years and Michael went on to join the company in a central product role to help develop their Natural Query Language AI tool
• He’s also an investor at founders.ai, a startup platform for disruptive SaaS products
• His latest entrepreneurial endeavor is Narrative BI, a generative analytics platform that helps growth teams turn raw data into actionable narratives

Deciding When to Commit Fully to Your Startup

Starting a business varies greatly depending on personal circumstances. Michael explains that while it might be easier for a young, single entrepreneur to take the plunge, it's a different story for someone with a family. Despite these differences, one thing is clear: at some point, you must go all in. Without full commitment, building something substantial is unlikely.

Michael highlights the need to have "skin in the game." This means demonstrating serious commitment, which can convince others to support you. Investors, for example, are more likely to back someone who has shown they are fully invested. For Michael, this commitment meant leaving a secure, high-paying job and investing his own money into his venture, Narrative BI.

Michael’s story shows the kind of dedication required. He left behind a seven-figure salary to pursue his startup. This kind of personal risk can be a powerful motivator and a strong signal to potential investors and team members. Making the transition from a stable job to a startup isn’t just a career move; it's a significant life decision that requires careful thought and total commitment.

Key takeaway: Aspiring founders need to move from part-time dreamers to full-time entrepreneurs. Taking this leap is crucial for success. Without it, the foundation of your startup may remain weak. It’s about believing in your vision enough to put everything on the line.

Encouraging Entrepreneurial Spirit in Employees

Michael isn’t on his first entrepreneurial venture. He believes expecting startup employees to match a founder's dedication is unrealistic. Founders often work around the clock due to their significant equity stakes, but employees with smaller shares shouldn't be pressured to do the same.

Michael values his employees' time and boundaries. He doesn't track how many hours they work, focusing instead on their contributions. This approach creates a healthier work environment, where employees feel appreciated for their results, not just their hours.

He also encourages side hustles. For Michael, these ventures aren't distractions; they're sources of valuable experience that can benefit the company. His small team of eight includes individuals with diverse entrepreneurial backgrounds, with many already engaged in other income-generating activities. Michael sees this diversity as an advantage, bringing fresh ideas and perspectives to the company. This is a refreshing perspective coming from a founder and not shared by everyone. Shopify CEO for example is well known for discouraging side hustles and expects unshared attention from his team.

Michael takes pride in his employees' entrepreneurial efforts. If someone leaves to start their own company, he sees it as a success and supports them fully. By fostering an entrepreneurial spirit, he believes his team becomes more innovative and motivated.

Key takeaway: Supporting employees' side hustles and respecting their work-life balance can lead to a more innovative and motivated team. Encouraging entrepreneurial efforts within the team benefits both the company and the individuals, fostering a culture of mutual growth.

Future of Business Intelligence

BI is here to stay. Michael points out that despite its $30 billion market size and growing influence, BI tools are still primarily designed for data specialists. In even the most advanced tech companies, adoption rates hover around 20-25%, leaving a vast majority of knowledge workers without direct access to valuable data insights.

Michael sees a significant opportunity in democratizing BI. He believes every knowledge worker should access data insights, regardless of their technical background. This can be achieved through automated or AI-generated insights, making data more accessible to those who make critical business decisions but lack deep data expertise.

Discussing dashboards, Michael notes their static nature as a limitation. Traditional dashboards rely on predefined metrics and queries, which can miss the nuances of a constantly evolving business environment. The static approach often results in overlooked insights that could be pivotal.

Michael envisions a future where BI tools are dynamic, AI-powered, and user-friendly. This would allow real-time insights tailored to specific roles and individuals, enhancing decision-making processes across all organizational levels. By enabling a broader audience to harness the power of data, the potential impact of BI could be far greater than ever imagined.

Key takeaway: The future of BI lies in making data insights accessible and actionable for all employees, not just data experts. Embracing AI-powered, dynamic tools can help businesses stay ahead by providing real-time, personalized insights, fostering a culture of informed decision-making.

AI's Role in Democratizing Data for Knowledge Workers

Michael acknowledges that while BI tools are a boon for data enthusiasts, their complexity often hinders wider adoption among knowledge workers. Even with advanced natural language query tools, users need to understand database structures, table names, and relationships. This level of data literacy is uncommon among marketers and executives, creating a significant barrier.

AI offers a promising solution to this challenge by proactively generating insights. Instead of waiting for users to ask specific questions, AI can analyze data trends and patterns to provide pers...