AI-Powered Campaign Analysis

About this Video

• Video Title: AI-Powered Campaign Analysis
• Channel: Varun Rajan
• Speakers: Varun Rajan (implied)
• Duration: 00:03:49

Introduction

This video tutorial demonstrates how to leverage Generative AI to perform in-depth campaign analysis, moving beyond basic metrics to understand the "why" behind campaign performance. It provides practical examples and AI prompts to analyze multi-touch attribution, creative elements, and identify areas for optimization.

Key Takeaways

• Multi-touch attribution analysis: Using AI prompts with Google Analytics 4 data to understand customer journeys, assign conversion credit, and identify underperforming channels. Unilever uses similar models to justify creative spend.
• Creative element breakdown: Comparing top and bottom-performing ads using AI to identify common visual traits and audience segments where creative preferences differ. Spotify's example of host-read ads performing better for true crime podcasts is highlighted.
• AI prompt examples: The video provides specific prompts for analyzing campaign paths, identifying creative elements, and diagnosing performance anomalies (e.g., CTR drops).
• Strategic questioning: The importance of asking "why" questions in addition to "what" questions to gain deeper insights from AI analysis.
• Data integration: Combining quantitative and qualitative metrics (including sentiment and A/B test results) for a more comprehensive analysis.