A real-world GenAI marketing use case: how a web design agency that steered budgets by attribution numbers it couldn’t trust used GenAI to triangulate imperfect signals and test causation with incrementality, choosing directional truth over false precision.
Attribution promised a clean answer to which touchpoint earned the conversion. It never quite delivered, and in a cookieless, multi-touch reality it delivers less. The answer is not a better model. It is a more honest relationship with what measurement can and cannot tell you.
A real-world GenAI marketing use case: how a web design agency drowning in dashboards but starved of decisions used GenAI to rebuild its reporting into a three-tier decision-support dashboard, so data finally led somewhere.
Most marketing dashboards display data. Very few support a decision. The difference is not the metrics; it is the design. Here is how to build a dashboard a board can actually decide from, and present it so the numbers tell a story instead of demanding one be invented on the spot.
A real-world GenAI marketing use case: how a dental clinic stopped tracking impressions and clicks that told it nothing, and used GenAI to derive the handful of marketing KPIs that genuinely reflect how a dental practice makes money.
There is no universal list of good marketing metrics. A metric that is vital for a subscription business is a vanity number for a transactional one. Here is how to choose the KPIs that actually matter, by business model and funnel stage, not by convention.