One live dashboard for marketing results, and a model of what each channel adds.
AI Marketing Analytics brings spend, enquiries, orders and web traffic into live dashboards your team can filter by channel, region or product. A marketing-mix model estimates what each channel adds to sales over time, with its assumptions shown. Your marketing lead treats the estimates as one input and makes the budget decision.
A marketing head asks a simple question: which channels are earning their keep? The answer is scattered across ad accounts, a CRM, a billing package and a spreadsheet. By the time it is gathered, the month has gone.
Here those sources are joined once and refreshed on a schedule. Dashboards show what happened this week. A mix model looks at longer spans, such as a year of weekly spend and sales, and estimates each channel’s share. It also states how unsure it is.
The problems this is meant to ease.
What AI marketing analytics does.
What this looks like in a working week.
The people who open this every day.
From first conversation to daily use.
Discovery
We list the questions leadership asks, such as which channel brings pipeline, and trace each to the ad account, web tool, CRM or ledger that holds the answer. Questions come before charts.
Data readiness
Channel mappings, region and product codes, currencies and missing days are checked across every source, and a person agrees the fixes before anything is joined. Dirty data is listed, not hidden.
Trial on two or three channels
Two or three channels are loaded with their history, one dashboard is built from those records, and the mix model is tried only if the history is long enough. Short history means no model.
Review by marketing, analytics and finance
The marketing head, an analyst and a finance colleague compare the dashboard with ad invoices, CRM deals and the ledger, and every difference is explained or corrected. Totals must tie out first.
Going live
Remaining channels are connected, the leadership page and saved views are shared with named readers, and the refresh schedule and data warnings start reaching the analyst. Access follows job roles.
Reviewing afterwards
Each quarter the team reviews pipeline, acquisition cost and return on marketing spend against the baseline, and retires charts that nobody opens. The model is rerun on new data.
How you would know it is working.
Record where you stand before it goes live, so the change is measured against your own figures.
- Marketing-sourced pipeline is the open deal value in the CRM whose first recorded source was a marketing channel, and the baseline is the CRM report your team uses today.
- Customer acquisition cost is marketing spend divided by new customers won in a period. Its baseline is read from the ledger and CRM for the three months ahead of go-live.
- Return on marketing spend compares revenue linked to marketing with the spend behind it under the attribution view you choose, and the baseline is your latest manual report.
- Funnel conversion between stages is tracked from web analytics and CRM stage dates, and every step takes the three months before go-live as its baseline.
- The gap between forecast and actual enquiries is recorded each quarter, using the forecasts your team made by hand before go-live as the first comparison.
Where a person stays in charge.
Estimates are not facts
The mix model gives a range with stated assumptions, and when spend barely varied or history is short, it says it cannot separate channels and shows no estimate. A weak model stays quiet.
Attribution has limits
Contribution and attribution views are conventions and not proof of cause, since offline word of mouth, brand effects and organic visits are hard to credit to any one channel. Some value cannot be traced.
The decision stays human
Suggested decisions on the leadership page come with their evidence, and the marketing head accepts, changes or rejects each one, while budgets are moved only inside the ad accounts. Nothing changes by itself.
Privacy and data flows
Reports use totals and customer records only as far as your policy allows, and access follows roles. Privacy law varies between countries, so a lawyer reviews the data flows. Nothing here is legal advice.
It is one part of a system, not an island.
A module earns its place by what it passes to the next one. These are the connections we set up most often.
- Ad accounts and social tools
- Website analytics
- CRM and pipeline management
- Invoice management
- Finance reporting
- Report builder
Products that include it.
How we would put it in.
Questions owners ask about AI marketing analytics.
How much history does the mix model need?
Roughly two years of weekly data, with real changes in spend across channels. If spend never varied, the model cannot tell channels apart and will say so.
Can it be trusted to set the budget?
No. It gives an estimate with a range and the reasons behind it. A marketing lead weighs that against what they know of the market, then decides.
Does a dashboard need the model?
Not at all. Many teams only need the dashboards, and they are the right place to start. Add the model once the data is clean and a year deep.
What if our data sits in spreadsheets?
It can be loaded from them, though a scheduled export or connection is steadier. We check what each source allows before building anything.
Is it suitable for a small business?
The dashboards often are. The mix model usually is not, since a few channels and little data make its estimates too loose to act on.
Which data is needed to begin?
Spend by channel and day, web traffic by source, and enquiries and orders from your CRM or billing, with a shared campaign tag where possible. Dashboards can start with less.
What sets the price, and who does the work?
Price follows how many sources are joined and how tidy they are, and we quote after seeing your accounts and the side spreadsheets. Cleaning the inputs takes most effort.
Businesses that ask for this.
Modules that work with it.
Tell us how you handle AI marketing analytics today.
A spreadsheet, a register or another system: say which, and we will tell you plainly what is worth changing.
- No obligation
- A reply within one business day
- Your details stay private
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