Smarter Marketing Decisions: Using AI in Reporting, Attribution & Media Modelling

One of the most transformative benefits of AI is its ability to simplify and enhance data analysis — a task once reserved for data scientists and experienced digital marketing analysts. 

At BFJ Digital, we’re actively embedding AI across our reporting and attribution systems to improve decision-making and reduce complexity for our clients.

AI Attribution Reporting with HubSpot and CRMs

Traditionally, integrating CRM data (like HubSpot) with external analytics required complex, API-driven solutions. 

We’ve eliminated that barrier by using AI agents that can query and sync CRM data without needing hardcoded connectors. 

This process typically demanded complex, custom-built, API-driven solutions, requiring specialised development resources and considerable time investments. 

Each integration often necessitated a unique set of hardcoded connectors, leading to rigid systems that were difficult to scale, maintain, and update as business needs or platform APIs evolved.

At BFJ Digital, we've completely eliminated this barrier. 

Our approach leverages advanced AI agents specifically designed to intelligently query and seamlessly sync CRM data with various external analytics platforms. 

What sets our solution apart is its ability to perform these intricate data operations without the need for hardcoded connectors. 

Instead, our AI agents understand data structures and relationships, dynamically adapting to retrieve and unify information. 

This not only streamlines the integration process but also ensures greater flexibility and scalability, allowing for rapid deployment of new analytics initiatives and a more holistic view of customer journeys and campaign performance.

AI Media Modelling Across Channels

Media budget planning used to rely on a mix of last-click attribution and guesswork. 

By layering AI across all our media channels, including Meta, Google Ads, DV360, programmatic, and more,  we’ve built a system that models future performance and recommends spend allocations dynamically.

AI-Powered Media Budget Planning

Traditional media budget planning often struggled with accuracy, relying heavily on a combination of last-click attribution and educated guesswork. 

This approach provided an incomplete picture of true marketing effectiveness, often misattributing success and leading to suboptimal budget allocations.

At BFJ Digital, we've revolutionised this process by integrating cutting-edge AI across all our media channels. 

This encompasses major platforms like Meta and Google Ads, as well as more sophisticated programmatic platforms such as DV360. 

By layering AI into every facet of our media operations, we've developed a sophisticated system that goes far beyond simple historical analysis.

Our AI-powered platform excels at several critical functions:

• Future Performance Modelling: The system analyses vast datasets, including past campaign performance, market trends, seasonality, and competitive activity, to accurately predict future outcomes. This predictive capability allows us to anticipate the impact of various budget scenarios before they are implemented.
• Dynamic Spend Allocation Recommendations: Instead of static, pre-set budgets, our AI dynamically recommends optimal spend allocations across all channels. It continuously learns and adapts, identifying the most efficient channels and campaigns to achieve specific marketing objectives. This ensures that every dollar spent is maximised for impact.
• Holistic Attribution: Moving beyond the limitations of last-click, our AI employs advanced attribution models that consider the entire customer journey. This provides a more accurate understanding of how each touchpoint contributes to conversions, allowing for more informed budget shifts.

This comprehensive AI integration empowers us to make smarter, data-driven decisions, ensuring that our clients' media budgets are not just spent, but invested strategically for maximum return.

AI-Driven Querying of Large Datasets

Dashboards are helpful, but static. 

Our AI agents can now analyse large marketing datasets in real time, run multiple attribution models (first-touch, linear, data-driven), and return insights directly into Slack, email, or Sheets — without logging into a single platform.

From Static Dashboards to Dynamic AI-Powered Insights

While traditional marketing dashboards have long served as valuable tools for data visualisation, their inherent static nature often limits their ability to provide the real-time, actionable insights crucial for agile marketing strategies. 

Recognising this limitation, BFJ Digital has pioneered an innovative approach leveraging artificial intelligence to transform how marketing data is analysed, attributed, and ultimately, understood.

Our sophisticated AI agents are now equipped to meticulously analyse vast marketing datasets, not just periodically, but continuously and in real time. 

This capability allows for an unprecedented depth of insight, moving beyond superficial metrics to uncover the underlying dynamics of campaign performance.

A cornerstone of this advancement is our AI's ability to run multiple attribution models concurrently and autonomously.

This includes, but is not limited to, traditional methodologies such as:

• First-touch attribution: Identifying the very first interaction a customer has with your brand that leads to a conversion.
• Linear attribution: Distributing credit equally across all touchpoints in the customer journey.
• Multi-touch attribution: Distributing credit across multiple touch points with a focus on first and last ouch. 

The true power of this system lies in its seamless delivery of these rich insights. Our AI agents are designed to return their findings directly to our media specialists, who can then check the thinking and apply the findings as they see fit.  

• Slack: Facilitating instant, collaborative discussions around new insights.
• Media platforms: Pull data live to analyse
• LLM: Utilises the power of an LLM to review and make recommendations
• Email: Providing comprehensive, digestible summaries for internal stakeholders.
• Google Sheets: Allowing for recommendations to be reviewed by humans, which is key to ensuring the strategy is on point 

Crucially, this entire process occurs without the need for users to log into a single separate platform, but finishes with a human. 

This eliminates the friction and time-consuming manual effort typically associated with data extraction and analysis, allowing marketing teams to focus on strategy and execution rather than data wrangling. 

By transforming raw data into actionable intelligence and delivering it directly to the user's preferred communication channels, BFJ Digital empowers businesses to make smarter, faster, and more effective marketing decisions.

Example application:

“Here’s all revenue, weekly, with ad spends for every channel, can you provide a correlation report with the impact of each channel, and build me a media budget forecast for each model, I've included macro data (price of USD), can you ensure the correlation considers not just the digital results, but the external forces." 

Final Word

AI in reporting and attribution is no longer experimental — it’s operational. 

As Brisbane's best digital marketing agency, we’re integrating AI into every layer of how we plan, measure, and optimise marketing performance. 

If you’re looking for ways to unlock the power of your data without the overhead of traditional BI or dev-heavy solutions, we’d love to show you what our platform can do.