“Report generation has gone from weeks to hours. Non-technical team members across the company now run their own queries without filing a single ticket.”

Matador AI is the leading conversational AI platform for automotive dealerships, automating sales and service communications across calls, texts, emails, and chat for over 1,500 dealerships across North America. The platform integrates with every major automotive CRM and lead source, helping dealers convert more leads into appointments and service visits.

With a growing team spanning engineering, customer success, sales, and operations, Matador AI needed a way to give everyone access to the data behind their platform — without routing every question through engineering.

“From CS to engineering, our team was buried in report requests. Non-technical teams had to file tickets, wait in an engineering queue, and repeat the cycle every time something needed tweaking. Reports that should have taken hours were taking weeks.”

Before Basedash

As Matador AI scaled to serve more dealerships and OEM partnerships, the demand for internal reporting grew faster than the team could keep up with. Customer success managers needed dealer performance breakdowns. Sales needed pipeline visibility. Engineering needed to monitor AI behavior and automation adoption across the platform.

Every request followed the same pattern: file a ticket, wait for an engineer to write a query, review the output, request changes, and repeat. The cycle consumed engineering time that should have been spent building product, and left non-technical teams waiting days or weeks for answers they needed immediately.

Why Basedash

Matador AI chose Basedash because it removed the bottleneck entirely. The team connected their ClickHouse database and immediately had a conversational interface over the same production data powering their platform. There was no lengthy setup project, no schema documentation to prepare — the team started asking questions and getting answers right away.

“We needed a way for everyone to self-serve their own data questions without pulling in engineering each time and Basedash made that happen quickly.”

The speed to insight was what set Basedash apart. Instead of waiting for dashboards to be built or queries to be written, anyone on the team could ask a question in plain language and get a trusted answer in minutes.

Dashboards for every function

What started as ad-hoc questions quickly evolved into a comprehensive analytics layer across the company. The team built dashboards covering every major area of the business — dealer performance by OEM group, lead volume and conversion, AI assistant behavior and quality, automation adoption, service metrics, and inventory tracking.

Each department has its own view of the metrics that matter to them. Customer success tracks dealer health. Sales monitors pipeline and engagement. Engineering watches AI performance and automation rollouts. A set of global dashboards gives leadership a shared view of the entire platform.

Team-wide adoption

Today, over 20 people at Matador AI use Basedash — from engineering and customer success to sales and operations. The team runs regular conversations covering everything from routine monitoring to deep investigations like identifying underperforming dealerships, benchmarking AI intent detection, or comparing automation adoption across CRM integrations.

The heaviest users are the people closest to the data: engineering leads running AI quality audits, customer success managers pulling dealer-specific reports, and operations teams tracking performance across OEM groups.

Beyond internal operations, the team uses Basedash to surface industry-level insights from the data flowing through their platform — trends in appointment behavior, automation adoption patterns, and AI usage across dealership segments. Those insights feed directly into Matador AI’s thought leadership content, giving the marketing team a steady stream of data-backed material for organic posts and lead generation.

“Engineers use it too. Instead of writing and debugging SQL, Basedash gets you the answer immediately, across multiple data sources. For queries that require heavy correlation between different systems, that’s a real game-changer.”

Impact

Since adopting Basedash, Matador AI has replaced a slow, ticket-driven reporting workflow with self-serve analytics the entire company can use:

• Report turnaround dropped from weeks to hours — non-technical teams no longer wait on engineering for answers
• Over 20 team members across every department self-serve their own data questions
• Dozens of dashboards covering dealer performance, AI quality, automation adoption, lead metrics, and more — built and maintained without engineering effort
• Engineering time reclaimed for product work instead of ad-hoc reporting
• Slack integration and scheduled reports keep the team informed without manual effort
• Industry insights surfaced from platform data now fuel thought leadership content and organic lead generation

“Report generation has gone from weeks to hours. Non-technical team members across the company now run their own queries without filing a single ticket.”