Data & Analytics
Turn signals into understanding.
Explore AI marketing analytics through clear questions, reliable data and transparent interpretation.
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01Question
State what decision a measurement is meant to support.
02Data
Inspect where the data comes from and what it leaves out.
03Interpretation
Distinguish a useful pattern from proof of cause and effect.
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Find emerging review themes without losing outliers
Analyze customer reviews with AI while preserving rare but consequential concerns, checking sampling bias and tracing each theme to original evidence.
Read the articleReconcile ad reports across time zones and dates
Explain ad-report discrepancies by aligning time zones, date boundaries and attribution bases while preserving each platform’s original reporting meaning.
Read the articleTest AI personas against real customer behavior
Use synthetic personas to generate research hypotheses, then validate their predictions against real customers before changing positioning or budgets.
Read the articleAudit marketing data before connecting it to an LLM
Check row meaning, joins, missing values, freshness and access permissions before connecting marketing datasets to an LLM for reporting or decisions.
Read the articleSeparate predicted customer value from campaign lift
Use customer lifetime value predictions carefully: distinguish likely future value from the change a marketing action can cause, then test the decision.
Read the articleTell creative fatigue from audience saturation
Diagnose declining ad performance by separating creative age, repeated exposure and audience mix before commissioning more AI-generated campaign assets.
Read the articleForecast campaign demand and show the uncertainty
Build an AI-assisted demand forecast against a simple baseline, test it on future-held-out periods and show useful prediction intervals and assumptions.
Read the articleTriage tracking anomalies before changing campaigns
Use AI-assisted anomaly triage to distinguish broken marketing tracking from real demand changes, with independent checks and a documented recovery path.
Read the articleDesign a holdout test for AI personalization
Test AI personalization with persistent customer assignments, a clear comparison policy and outcome measures that include margin, retention and fatigue.
Read the articleMeasure AI referral lead quality beyond the click
Evaluate identifiable AI referral leads using comparable cohorts, qualification stages and sales outcomes, while keeping attribution limitations visible.
Read the articleGive your AI analyst a marketing metric dictionary
Define leads, pipeline and revenue before asking an AI analyst questions, with approved calculations, time rules and examples that prevent confusion.
Read the articleInvestigate a conversion drop with AI and evidence
Use AI to investigate a conversion decline by checking tracking, traffic mix, site changes and offers, while keeping hypotheses separate from evidence.
Read the articleValidate AI survey themes against customer answers
Test AI-assisted survey coding with a human-reviewed sample, clear theme definitions and disagreement checks before using the results in marketing.
Read the articleUse brand signals in MMM without double counting
Review how brand search enters a marketing mix model, distinguish demand controls from mediated effects, and avoid counting the same contribution twice.
Read the articleInterpret Google’s Data Strength Uplift correctly
Separate recovered conversion measurement from incremental sales when reading Google’s Data Strength Uplift, and document the checks behind your report.
Read the articleReconcile MMM, attribution and marketing lift tests
Understand why attribution, marketing mix models and lift tests can disagree, and turn their different estimates into a defensible budget decision.
Read the articlePlan your first Meridian GeoX marketing experiment
Design a useful geo-experiment with Meridian GeoX by defining the budget decision, comparable markets, measurement period and sources of contamination.
Read the articleWhy ChatGPT Ads attribution totals can change
Reconcile ChatGPT Ads conversions after the September 2026 reporting update by checking click windows, view windows and the date used for attribution.
Read the articleCompare Bing citations and Google AI impressions
Build an AI visibility dashboard that keeps Bing citations and Google impressions distinct, with aligned dates, clear definitions and useful decisions.
Read the articleRead Google’s generative AI report with confidence
Understand AI impressions in Search Console, compare page and country data, and avoid misleading totals when reporting your marketing visibility.
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