Yael Ponzanelli.
Yael Ponzanelli, Groupe Analytics Director at Spark Foundry Australia
Marketing Insights & Analytics (I&A) teams have long been at the forefront of decision-making: translating data into strategy, and strategy into measurable business impact. Through advanced modelling and experimentation, we forecast outcomes, learn what works and transform insights into action. But with AI entering the scene at pace, the conversation has shifted: will AI replace analysts?
We don’t believe that will be the case. In fact, the technology will redefine what makes us valuable as data experts and expose those who have been coasting. I&A teams are no longer reporting functionaries or dashboard producers. Tasks that once required significant manual effort are now being streamlined with automation and AI support.
In forecasting and measurement, I&A teams have traditionally relied on regression modelling, time series analysis and manual seasonality adjustments. Today, we’re using machine learning (ML) and large language models (LLMs) in secure environments to process structured and unstructured data. Generative AI can apply predictive analytics to quantify customer lifetime value, simulate complex ‘what if’ scenarios, and reveal relationships between variables that might otherwise go unnoticed.
Optimisation is where AI’s impact is especially tangible. Previously, analysts would review performance dashboards, compile reports and make incremental changes based on trends. Now, LLMs can summarise campaign performance in executive-ready language. At Spark Foundry Australia, we’ve developed automated reporting summaries with templated visualisations, ready for export into client-facing slide decks. This has enabled our teams to focus on interpretation rather than information gathering and dig deeper into what’s really driving performance.
Campaign platforms themselves are also evolving. AI-driven adtech tools are becoming increasingly capable of operating semi-independently within defined constraints, adjusting campaigns and pacing budgets to deliver on an outcome. This shifts the I&A role from tactical execution on campaign parameters and micro-managing every detail, to higher-value strategic oversight, ensuring alignment with business objectives.
The impact for brands
The impact of this work comes to life during annual strategic planning cycles, where we present comprehensive consumer behaviour analysis, emerging market or category trends, and competitive positioning for our clients.
This analysis opens up discussion about repositioning brands for new demographics, launching new products and reallocating media budgets. We quantify the opportunity size, forecast revenue impact and define business success beyond media metrics.
That said, it is important to maintain clarity around how AI-powered tools are being used and be cautious of recommendations or outcomes that are difficult to explain or replicate.
Marketing remains both a science and an art. While AI can surface insights, it doesn’t interpret them in the context of brand values, emotional resonance or cultural nuance. These are areas where the human perspective remains essential and a great I&A team stands out, bringing empathy and strategic perspective to complement data. This is the reason that our I&A experts are integrated into client servicing structures, working with strategists, planners and activation specialists to review data inputs and guide decisions.
Ultimately, the role of I&A is growing in strategic importance. As the marketing landscape continues to become more dynamic and complex, the need for thoughtful and data-informed leadership has never been greater. Our potential to influence outcomes is no longer just through the data we analyse, but through the perspective we bring.
We balance intelligence with insight, and automation with human understanding. By asking better questions, applying deeper thinking and driving clearer actions, Insights & Analytics teams belong at the centre of strategy and decision-making.