Wicked Reports turns GenAI from prototype to revenue with DoiT's Accelerator

DoiT's Cloud Accelerators: GenAI program for AWS paired funding with a structured path from ideation to implementation. DoiT built a secure, serverless-first pipeline on AWS with API orchestration, event processing, and containerized workloads. The team redesigned how the agent reasoned about time and context, implementing guardrails that captured Wicked Reports' framework as explicit policy.

Wicked Reports, based in Waltham, Massachusetts, is a multi-touch marketing attribution platform that uses first-party data to give its customers more accurate information about their paid marketing activities in online advertising. It's designed to optimize paid online advertising spend and effectiveness and primarily used by e-commerce brands with revenue ranges of $5 million to $50 million. Their goal: Reduce wasted ad spend. "The number one reason customers choose us is accuracy," says Wicked Reports CEO and co-founder Scott Desgrosseilliers. "If our data isn't more accurate than what you get for free from the ad platforms or Google Analytics, there'd be no reason for us to exist."

The engagement began under DoiT's Cloud Accelerators: GenAI program for AWS, which paired funding with a structured path from ideation to implementation. "The accelerator was critical," Desgrosseilliers says. "It allowed DoiT to put in the level of effort we needed." That combination of AWS funding plus DoiT's Cloud Accelerator's clear framework turned a great business idea into an executable plan.

Wicked Reports provided comprehensive documentation that described a comprehensive decision framework, including the rules, thresholds, and caveats behind its multi-touch attribution recommendation and optimization methodology. DoiT's technical lead, working closely with Desgrosseilliers and Andy Nadler, Product Manager at Wicked Reports, ingested the framework and iterated quickly: sample data was reviewed through prompts, followed by internal review, and then real client feedback on which recommendations were realistic in practice and which needed refinement. A major hurdle was prompt engineering for reliability. Wicked Reports needed the model to produce strongly typed, correctly formatted JSON every time so product engineering could consume results without hand-holding.

Under the accelerator, DoiT implemented a secure, serverless-first pipeline on AWS, API orchestration with Amazon API Gateway, event processing with AWS Lambda, containerized workloads on Amazon ECS with AWS Fargate, observability in Amazon CloudWatch, permissions via AWS IAM, secret management in AWS Secrets Manager, and infrastructure as code in AWS CDK. The design respected Wicked Reports' data sensitivities, connected to existing sources, and created a safe environment for rapid iteration. "We didn't just glue a model onto our product," Desgrosseilliers says. "We created a real system."

The output of Wicked Reports' engagement wasn't just a lab demo; it's a productized feature with real-world revenue growth potential. Wicked Reports launched the AI capability as a paid add-on with a time-boxed free trial, and the company is now ramping marketing and adoption. The initiative has already transformed how the customer success team engages with Wicked Reports' customers, with plans to have CSMs run the analysis and send results proactively for retention. "We're giving customers a taste that proves the value," Nadler says. "The sales motion is built into the experience."

The roadmap expands from tactical media guidance to broader strategic analysis. Wicked Reports plans to extend the agent to executive-level summaries, creative diagnostics, and anomaly tracking, then empower customer success to deliver that intelligence in ways that drive retention and upsell. The company maintains an annual consulting relationship with DoiT and intends to keep iterating with the same people and cadence that made the first phase successful. "We're going to keep working with the team that shipped this," Desgrosseilliers says. "They understand the problem space and they move."