Understand your ideal customer with artificial intelligence (AI)

Artificial intelligence (AI) is changing how businesses measure and report on marketing performance. It can analyse large amounts of data — both structured and unstructured — to deliver real-time insights and useful recommendations.

Marketing data types usually falls into two categories:

• structured data – organised information such as spreadsheets, databases, and analytics dashboards
• unstructured data – less organised information such as emails, documents, customer reviews, and social media posts

AI is effective at interpreting unstructured data due to its training in natural language processing.

How to apply generative business intelligence to marketing analytics

Generative business intelligence (Gen BI) uses AI to automate and improve traditional data analysis. It turns raw data into clear, actionable insights through simple conversations.

Unlike static dashboards, Gen BI lets you ask questions in plain English. For example:

• "Which social posts performed best last month?"
• "Why did email open rates drop?"

The AI then creates reports, charts, and recommendations automatically. This makes data analysis easier for everyone, even those without technical skills.

Gen BI can also create new content — such as predictions about future trends or clear summaries — to explain what your data really means.

In marketing analytics, Gen BI can:

• Combine data from advertising and social platforms for a complete view of campaign performance.
• Use your company documents for more accurate, relevant answers.
• Identify which images, videos, or messages drive the most attention or sales.
• Get suggestions to improve your next campaigns.