AI-powered marketing analytics: How businesses can make better decisions

Marketing analytics driven by AI are only useful when the team can connect a finding to a decision, give an explanation based on the supporting evidence and then look at what actually happened afterwards. You should start by concentrating on one question, check the records related to it and test the recommendations within clearly defined limits.
Extend the process whenever it becomes useful enough for the effort and cost to be justified. Automated analysis should only be pursued if the business is able to act on it responsibly.