How can we use AI for marketing measurement?
I’ve had a number of calls recently where people ask me: how are the recent developments in AI (namely, LLMs) going to impact marketing attribution? Unfortunately, at least with current technology, I don’t believe they will. The short answer is simple: LLMs can’t do math and can’t do complex numerical reasoning which is at the core of marketing measurement.
Marketing measurement is at it’s core an inferential statistics problem, which means applying a combination of theory (science) and analytical methods to learn something about the world. While LLMs do seem to have some knowledge about the right analytical methods to apply (with both hits and misses), they currently lack the ability to correctly synthesize numerical results and so have little ability to inform return-on-investment decisions.
Things change fast though, and we will definitely be keeping our eyes on this space.