Marketing is unimaginable without large amounts of data, but data alone is not valuable – only refined insights help make better decisions. Artificial intelligence is playing an increasingly important role in data analysis. In this article, we discuss the advanced AI features of five tools that can become valuable assistants in the field of marketing.
1. Google Analytics 4
Google Analytics 4 (GA4) leverages artificial intelligence capabilities to analyse large amounts of data and predict user behaviour.
Predictive Audiences
- AI algorithms enable automatic segmentation of users based on their likelihood to perform actions (e.g., make a purchase or leave the website without returning). This provides marketers with valuable information for developing more accurate and effective strategies.
- However, for this feature to be truly useful, a large number of users performing key events on the website (at least 1,000 per month) is required. Therefore, predicted audiences can be an extremely useful tool for large and medium-sized e-commerce businesses.
Integrating Predictive Metrics into Reports
GA4 allows you to include forecast data in your reports. This gives you a deeper understanding of potential user actions and allows you to plan future marketing steps based not only on past data, but also on the likelihood of future behaviour.
GA4 currently offers three main predictive metrics:
- Purchase probability – assesses how likely a user is to convert within the next 7 days based on their behaviour over the last 28 days.
- Churn probability – shows the probability that a user will not return to the website or app within the next 7 days.
- Predicted revenue – calculates how much revenue a specific user can generate over a 28-day period by making purchases.
These insights, integrated into reports, help to form a clearer picture of the audience, better anticipate market trends and predict consumer behaviour.
Artificial intelligence not only allows for more accurate identification of effective ways to attract users, but also enables the early detection of potential churn risks, allowing marketers to take preventive action.
- It is important to note that forecasting indicators only work with returning users. During any 7-day period within the last 28 days, the website must have at least 1,000 returning users who met the forecast condition (e.g., made a purchase or left) and the same number who did not meet it.
- Also, in order to obtain accurate data on projected revenue, event date layers must be organised in accordance with Google for Developers recommendations.
In summary, these AI functions are most useful for large or medium-sized businesses with high user traffic, which have neatly integrated data tracking tools and properly configured data layers.
2. ChatGPT Advanced Data Analysis
ChatGPT Advanced Data Analysis is one of the most advanced generative artificial intelligence features, enabling marketers to effectively analyse data, visualise results, and generate valuable insights.
It is particularly useful for PPC specialists who constantly deal with large amounts of data and need to make quick decisions. Advanced analysis allows you to upload raw data files (CSV, Excel, etc.), formulate questions in natural language, and receive structured, clear answers.
How Can ChatGPT Help?
- Analysis of key insights – for example, comparison of conversion rates by day of the week or hour of the day.
- Interactive visualisations – line graphs, bar charts, maps, etc., which help to interpret data more easily.
- Predicting results – the ability to use historical information to forecast future performance or return on advertising.
- Budget recommendations – AI analyses trends and makes suggestions on how to allocate funds across different channels.
- Strategic proposals – actions generated to help achieve goals or reduce losses.
- Correlation analysis – the ability to examine how different metrics, such as CTR and conversions, interact with each other.
- Complex data processing – AI helps to process and analyse structurally complex or large data sets.
3. Tableau
Tableau is a visual data analysis tool that allows you to easily create interactive charts, tables and dashboards. It helps you understand data more easily, identify trends and make data-driven decisions.
This platform is constantly evolving, integrating artificial intelligence features that can be extremely useful for marketers.
Smart AI Functions and Forecasting
- The Tableau Pulse system analyses data in real time and provides marketers with relevant suggestions or alerts – for example, about sudden changes in audience activity or unusual budget usage.
- At the same time, Tableau Agent, which uses generative AI, allows you to automate data preparation and visualisation creation, enabling even less experienced users to perform analyses effectively.
- Tableau also offers advanced predictive analytics based on machine learning models. This allows you to forecast future trends – from consumer behaviour to market dynamics – and adjust your marketing strategies accordingly.
Cooperation and security
- One of the advantages of Tableau is the ability to easily collaborate within a team. AI features make it easy to share insights with colleagues, ensuring that everyone is working with the same, up-to-date data.
- In addition, the platform operates on the Einstein Trust Layer, an additional layer of security that guarantees ethical and secure data management.
Automation and Efficiency
Tableau reduces time spent on repetitive tasks, from filtering data to generating graphical reports. This allows marketers to focus on strategic decision-making, respond quickly to changes, and manage campaigns more effectively.
Implementation
Tableau solutions are highly useful at various stages of marketing analysis:
- Analysis of campaign effectiveness. It is possible to evaluate results across different channels, identify emerging trends and optimise investment allocation.
- Customer journey analysis. By integrating data from multiple sources, Tableau helps you understand the customer experience from first contact to conversion and discover areas for improvement.
- Website performance evaluation. The platform allows you to monitor traffic, identify critical points and measure the impact of strategic changes.
- Analysis of social media campaigns. Tableau helps capture audience reactions, engagement, and information dissemination across various channels.
- Predictive marketing. Using AI, it is possible to identify future customer behaviour trends and adapt appropriate messages and channels even before consumer needs change.
In addition, Tableau provides the ability to monitor changes such as decreased social media activity or rising advertising costs in real time, allowing you to adjust your content, budget, or communication strategy in a timely manner.
4. Omnisend
Omnisend, as a multifunctional email marketing tool uses artificial intelligence for audience segmentation, forecasting and results analysis. This allows marketers to make decisions faster, create personalised communications and effective, engaging campaigns.
Smart segmentation and forecasting
- Machine learning allows the Omnisend system to analyse user behaviour, demographic data and engagement levels and form segments based on this information. Marketing specialists can send targeted emails to different audiences, increasing both open and conversion rates.
- Predictive analytics is also used to predict the likelihood of a purchase or churn and automatically tailor the content and timing of emails based on individual user behaviour.
Results analysis and optimization
Omnisend’s analytics features allow you to monitor the results of your email, SMS, and push notification campaigns in real time. These insights help you quickly evaluate campaign effectiveness, adjust your strategy in a timely manner, and increase your return on investment (ROI).
In summary, Omnisend’s artificial intelligence solutions significantly reduce manual work, speed up creative processes, and allow marketers to focus on strategic decisions based on data and user needs.
5. Akkio
Akkio is an artificial intelligence (AI)-powered data analytics platform designed specifically for media agencies. It enables the rapid processing of complex data and the delivery of visually appealing insights that are easy for clients to understand.
What features does Akkio offer?
- Chat Explore and predictive models. Users can ask questions about available data in natural language and receive instant, easy-to-understand insights.
- Akkio also allows you to create machine learning models.that predict important marketing metrics such as ROAS (return on ad spend), customer behaviour trends, or campaign results. This helps you make data-driven decisions and optimise your strategies with precision.
- Data preparation (Chat Data Prep™) and generative reports. Using natural language commands, you can easily clean, transform, and prepare data for analysis—without any formulas or scripts.
- The platform automatically generates visually appealing reports that can be used for both internal analysis and external communication with customers.
- Integrations. Akkio can be seamlessly integrated with popular data sources such as Google Sheets, HubSpot, Salesforce, Snowflake, and more. This allows you to effortlessly incorporate AI into your existing workflows.
How to start using AI in data analysis?
First, assess your needs – what tasks do you want to automate and what insights are you looking for? Start with one tool that solves the most pressing problem (e.g., helps interpret KPIs, segment customers). Experiment and take the time to understand the tools.
Although artificial intelligence offers enormous opportunities to streamline data analysis processes, it is important not to forget the human factor. The insights generated by AI are valuable only to the extent that we are able to understand and apply them in practice.