How to master marketing analytics using generative AI

Marketing today is a blend of art and science. And, if you're like most marketers, you're always looking for that edge - something to help you understand your audience just a little better.

Enter AI. No longer a futuristic concept, AI is right here, ready to make your marketing analytics go from a daunting task to a source of clarity and inspiration.

This post will guide you through five key techniques to enhance your marketing analytics with AI, each inspired by practical tutorials from our AI learning catalog. Whether you're just dipping your toes into AI or looking to refine your strategy, these insights will help you make the most of your data and drive meaningful results.

Let’s jump in.

1. Build a marketing analyst GPT for data-driven strategies

Ever wish you had a marketing analyst who could work around the clock, instantly generating insights whenever you need them? With a marketing analyst GPT, that wish isn't far-fetched. This AI tool can do everything from analyzing consumer data to helping you design marketing strategies and even creating content that aligns perfectly with your brand voice.

And the best part is, you can build this GPT yourself with little-to-no technical knowledge. Once created, you can use it for various marketing applications, including report generation, campaign planning and designing marketing strategies.

Practical example:
‍Say you need a quick analysis of your latest social media campaign's performance or a quick rundown of how your latest email campaign performed. Instead of manually pulling together reports, you feed the data into your GPT and instantly get a clear, concise analysis of engagement trends, audience demographics, and content effectiveness.

Want to create your own custom GPT for marketing? Check out our step-by-step tutorial: Build a marketing analyst GPT.

2. Conduct customer sentiment analysis with AI

Understanding what your customers really think about your brand can feel like trying to read between the lines of a novel written in another language. But with the help of generative AI, you don’t have to guess.

By analyzing customer feedback - from glowing reviews to critiquing social media comments - you can get a clear picture of how your brand is perceived and where you might need to adjust.

Practical example:
‍Imagine you’ve just launched a new product. You’re seeing a mix of feedback, but it’s hard to pinpoint what’s working and what isn’t. With AI, you can break down the feedback into categories like positive, negative, and neutral sentiments, giving you a detailed map of customer reactions. This analysis helps you identify what your customers love and where there's room for improvement.

Dive deeper into this technique with our Customer sentiment analysis with ChatGPT tutorial.

3. Automate website analysis to boost marketing effectiveness

Your website is your digital storefront. And just like a physical store, it needs regular check-ups to ensure everything is running smoothly. AI can automate this process, analyzing everything from the design and layout to the effectiveness of your calls to action. The best part is you get clear, actionable insights without needing to spend hours digging through data.

Practical example:
‍You’ve noticed that your website’s bounce rate has spiked recently. Instead of manually reviewing each page, AI can analyze your site’s design, user experience, and content to pinpoint what might be turning visitors away - and suggest ways to fix it.

The setup is relatively simple using readily available tools. You can use Zapier to build an automation that:

Triggers when a simple form is filled in with a company’s name and website URL, then
Uses Bannerbear to take a screenshot of the website
Sends the screenshot back to the automation
Uses AI (specifically ChatGPT Vision) to analyze the screenshot and send written feedback.

It’s an easy workflow that you can create in minutes, but will save you hours of time looking through websites and identifying areas to improve.

Curious about how to do this yourself? Follow our Automate website analysis with AI tutorial for all the details.

4. Analyze social media engagement for strategic insights

Social media is a goldmine of data - if you know how to analyze it. Using AI, you can quickly transform raw engagement data into insights that inform your content strategy, helping you identify top-performing posts, audience preferences, and areas for improvement. Instead of manually tracking likes, shares, and comments, AI can do the heavy lifting, helping you focus on what really matters.

Practical example:
You’re tasked with reporting on your brand’s social media performance, but you’re overwhelmed by the sheer amount of data. AI can quickly identify top-performing posts, analyze audience engagement patterns, and highlight content that resonates most with your followers.

Use ChatGPT to streamline the process, like this:

First, define your objectives and the key metrics you want to track (e.g., engagement rate, reach, top-performing posts).
Gather your social media data from platforms like Instagram or Twitter using built-in analytics tools or third-party apps.
Upload the data to ChatGPT and ask for analysis ideas tailored to your goals.
Use the AI to perform simple and complex analyses, such as calculating engagement rates or identifying trends over time.

You can follow these exact steps and copy the prompts we provide in our tutorial, Analyzing social media engagement data.

That brings us to the end of this post! But if you like what you’ve read and want to learn more about using AI for marketing analytics, you might like these resources:

Integrating AI into your marketing analytics provides more than just data - it offers insights that drive better decisions and strategies. Good luck with your marketing strategies!

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