3266: Turning Data into Decisions: Alembic’s Role in Smarter Marketing

How do you measure the real impact of marketing when every campaign unfolds across multiple channels, mixes digital with physical, and generates more data than most teams can handle? That’s exactly what Abby Kearns and the team at Alembic are tackling. As Chief Technology Officer, Abby is helping build a marketing intelligence platform that doesn't stop at high-level trends or guesswork. Instead, it goes deeper to identify what actions actually drive business outcomes.

In this episode, Abby joins me to explain how Alembic brings together data science, custom-built neural networks, and lessons from pandemic-era contact tracing to solve one of the longest-standing problems in enterprise marketing. By ingesting data from CRM systems, media buys, social platforms, events, and even foot traffic, Alembic identifies causal relationships between brand activities and revenue. It's an approach that has already earned the trust of companies like Nvidia and Delta Airlines.

We also talk about how Alembic uses a combination of deep learning and large language models. While their custom algorithms surface insights and attribute outcomes, the AI layer makes the data digestible for decision-makers. The goal is to help enterprise teams move beyond anecdotal evidence and finally answer the question: what is working, and why?

Abby also opens up about the challenges that come with building and scaling a platform at the edge of what's technically possible. From managing massive data pipelines to keeping pace with generative AI innovation, the team at Alembic is pushing forward fast. This episode is packed with insights for business leaders who want to make smarter marketing decisions grounded in real data, not assumptions.

Are you confident that your marketing spend is delivering measurable value, or is it time to take a closer look at what the data is really telling you?