Background
A leading marketing analytics platform turned to Zazmic to adopt AI-powered solutions to streamline work with data. The company specializes in agile marketing attribution, predictive marketing mix modeling, and data-driven media execution, helping brands and ad agencies optimize their marketing strategies. Essentially, they help their clients understand where to spend their advertising dollars to get the most significant impact.
Challenges
With the growth of the client base, the company faced a significant challenge: efficiently analyzing the massive amounts of aggregated advertising data they collect from various platforms like Google Ads and Meta Ads. This data, often millions of rows for each client, needs to be analyzed to identify trends and anomalies and, ultimately, provide actionable insights to optimize marketing campaigns.
Business data analytics performed manually was a time-consuming bottleneck: It limited the company’s ability to scale its services and provide real-time insights to its clients. They needed a solution to automate data analysis, improve data quality, and empower marketers with varying technical skills to interact with data directly.
Zazmic was tasked to help the company address the following challenges:
- Limited Data Accessibility: Marketers without technical skills struggled to access and understand the data, limiting their ability to make informed decisions.
- Overwhelming Data Volume: The sheer amount of data they collected made manual analysis inefficient and time-consuming.
- Data Quality Issues: Ensuring data consistency and accuracy was a constant challenge, especially when dealing with data from multiple sources.
Solutions
Zazmic stepped in to help the marketing platform leverage the power of Artificial Intelligence tools to tackle these challenges. Our team designed and implemented a cutting-edge solution using Google Cloud Platform’s powerful tools, including:
- Gemini 1.5 Flash: A large language model (LLM) for efficient and accurate location name normalization.ately interprets user requests and identifies the desired action.
- LangChain: An open-source framework to seamlessly interact with LLMs and build powerful applications.
- Cloud Run: A serverless environment to deploy and scale the AI solution as API endpoints.
- Vertex AI Vector Search: A vector database to store and retrieve table schemas and SQL queries, enhancing the AI’s performance.
- BigQuery: Google Cloud’s highly scalable and cost-effective data warehouse for storing and analyzing marketing data.
Our solution addressed the client’s challenges through two primary AI-powered agents:
Location Normalization Agent
This agent automatically standardizes location names from different sources, ensuring data consistency and accuracy for reliable analysis.
BigQuery SQL Generator Agent
This agent allows users to ask questions about their data in natural language. The agent translates these questions into SQL queries, executes them against the BigQuery data, and generates insightful visualizations. This empowers marketers to interact directly with data and derive valuable insights without needing SQL expertise.
Results
The application of Artificial Intelligence in Digital Marketing showed impressive results. By implementing Zazmic’s AI-powered solution, the company witnessed significant improvements in operational performance:
- Automated and Streamlined Data Analysis: Reduced manual effort and accelerated insight generation allows analysts to focus on higher-level tasks.
- Democratized Data Access: Marketers can now directly interact with data and derive insights using natural language, regardless of their technical skills.
- Improved Data Quality: Consistency and accuracy in location data allowed for more reliable analysis and reporting.
- Scalable and Cost-Effective Solution: Google Cloud’s serverless platform offers highly scalable and cost-effective solutions that can grow with the company’s needs.
Ready to transform your business with AI-powered marketing tools?
Zazmic’s expertise in AI/ML and Google Cloud can help you unlock the full potential of your data. Contact us today to explore how we can collaborate and tailor a solution for your specific needs.
