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Generative AI has emerged as a driving force in the marketing industry. We have already seen many use cases, from content creation to campaign optimization. It is also poised to revolutionize how we gain deeper insights into our marketing data.
In this article, we’ll dive deep into how generative AI is reshaping marketing analytics and uncovering its potential to drive data-driven decisions and insights.
The best place to start is by looking at some built-in tools that currently – or will soon exist – within our data hubs and business intelligence (BI) tools.
Data analytics platforms powered by generative AI
Generative AI tools built on large language models (LLMs) explicitly for data analytics are somewhat newer and fairly rudimentary. It’s also important to consider that using an LLM requires a clean and robust underlying data model.
We will likely see the data analyst’s role shift to account for this, spending less time gathering insights, providing analyses, building dashboards and creating visualizations.
Instead, the focus will be refining data models to extract these insights using natural language processing.
Tableau
Take Tableau’s newest AI product, Pulse, which is slated for release by the end of 2023.
The user will select priority KPIs that Tableau will automatically generate visualizations for and alert the user when unusual trends or patterns are detected.