Marketing & Content
Marketing attribution summarisation
Synthesise cross-channel attribution data into a consistent weekly or monthly narrative for the marketing team. Identifies which channels and campaigns are driving the highest-quality traffic and revenue.
40–60%
reduction in attribution reporting time
Opportunity assessment
Minor improvement. Small efficiency gain with limited effect on overall turnover or bottom line.
Relatively straightforward. Off-the-shelf tools handle the core task. Implementation is well-understood with good examples to follow.
Moderate data needs. Works with data most businesses hold, but will likely need consolidation, cleaning, or reformatting before use.
Very low risk. Fully internal use. A person checks everything before it goes further. Worst case is a minor internal inconvenience.
Light people impact. A new tool slots into an existing workflow. Minimal training needed. Most people will adapt quickly.
Tooling required
Things to consider
Attribution modelling choices (last-click, first-click, linear, data-driven) significantly affect the output. The AI should apply your agreed model, not invent one.
The narrative is most useful when it recommends a decision, not just describes the data. Prompt the AI to conclude with a one-sentence recommendation based on the analysis.
Many businesses have attribution data but don't use it to change decisions. Establish what decision the report is supposed to inform before investing in automating the analysis.
If your reporting is currently manual and takes one day per week, automating it frees meaningful capacity. But if the report isn't actually used, the value of automating a useless process is close to zero. Fix the decision-making process before automating the reporting.
Experiment starter: For one month, export attribution data from all channels into a single spreadsheet and prompt an LLM to produce a structured summary with a one-paragraph channel recommendation. Share with the head of marketing and ask whether it changes any budget allocation decisions. If yes, automate the data pull.
Go deeper in the playbook
Section — Opportunity Identification, including the AI Opportunity Assessment ScorecardSection — RAG and Knowledge Systems: Unlocking Proprietary DataThis is an decision support opportunity — see the relevant playbook section for how to approach it.More in Marketing & Content
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AI Transformation Playbook
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