The Stack Overflow Podcast Using AI to find patient zero in marketing campaigns
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May 9, 2025 Abby Kearns, CTO at Alembic, dives into the fascinating world of AI in marketing. She discusses how data science can illuminate marketing spend and tie it directly to revenue, enhancing decision-making. The conversation explores innovative strategies for analyzing buyer journeys and the integration of large language models in campaign insights. Abby also highlights the importance of open source AI for data security and the competitive edge it offers, showcasing how small companies can leverage advanced tech to tackle challenges faced by larger enterprises.
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AI Maps Marketing Impact
- Alembic uses composite AI and contact tracing math to map marketing impact on revenue.
- They model customer journeys as causal graphs to identify which marketing activities drive purchases.
Privacy-Respecting Population Analysis
- Alembic avoids using cookies to track individual journeys due to privacy and accuracy concerns.
- Instead, it analyzes aggregated population data to detect marketing-driven patterns impacting revenue.
LLMs Enhance Data Presentation
- Alembic employs multiple open-source LLMs throughout their pipeline to enrich and summarize data.
- The core impact and causality detection is handled by proprietary neural network algorithms, with LLMs enhancing readability.