Agency’s Guide to AI Analytics

Find out how to harness the power of Akkio’s AI to unveil a new service offering

to drive revenue, optimize time, and provide added value to your clients. Akkio

combines your live data with the speed, simplicity, and adaptability of Generative

AI, giving your customers an analytics tool they can’t live without. Let’s dive into

how you can keep your agency on the cutting edge with AI.
Table of Contents
Introduction: AI is Revolutionizing Marketing for Agencies
3

The Benefits of AI for Agencies

4

Automation
4

New Service Offering

4

Marketing Measurement and Increased ROI

5

Personalization
5

Reducing Errors
6

Faster Decision Making

6

Considerations
7

Data Quantity and Quality

7

Consent and Privacy

7

Bias
7

Technical
7

AI Use Cases in Marketing Agencies

8

SEO Content Optimization

8

Adding AI Analytics as a White Labeled Service Offering

8

Augmented Lead Scoring & Evaluation

9

Sales Funnel Optimization

9

Trend Forecasting
10

Analytics & Return on Ad Spend (ROAS)

10

Conclusion: Growing Your Agency with Akkio

11

About Akkio 12
Agency’s Guide to AI Analytics

Introduction:

AI is Revolutionizing Marketing for Agencies

The marketing services landscape has
drastically evolved in the past two decades. In
the early 2000s, digital marketing was still in its
infancy, and agencies were just beginning to
help brands make the shift from traditional to
online platforms.
With around 1.6 billion monthly ChatGPT
website visits, virtually every tech-savvy person
in the world has used AI. In other words, AI has
quickly become a must-have tool for agencies
to remain competitive. By implementing AI,

agencies can provide more value to clients

through enhanced analytics, predictions, and
The mid to late 2000s saw the rise of CRM insights.

systems, which agencies implemented for

clients to enable more targeted, personalized
communication. This was a huge improvement
from manual spreadsheet management, but still
required substantial effort and oversight from
agency teams.
Whether you're a seasoned agency veteran or a
newcomer to the field, you can use AI to elevate
your marketing efforts, and this eBook will
explore some powerful ways to do so.

The advent of social media further

revolutionized the industry, opening up new
avenues for customer engagement that
agencies had to quickly adopt and manage for
brands. Yet even with these technological
advancements, the burden of manual content
creation, predicting trends, and generating
visuals remained largely on agencies.

Now, AI is transforming marketing services

before our eyes. With capabilities like automated
content creation through ChatGPT, image
generation with DALL-E and MidJourney,
advanced forecasting, and more, AI is not just a
tool for agencies—it's an essential partner. 

3
Agency’s Guide to AI Analytics

The Benefits of AI for Agencies

The challenges of delivering marketing services New service offerings

in the digital age have left agencies looking for

ways to improve efficiency. Artificial intelligence AI makes it possible for agencies to differentiate
offers benefits that can help agencies enhance their suite of service offerings. Historically,
their service offerings and reduce overhead.

marketing agencies were mostly limited to a

well-known set of offerings: Things like
AI enables automation, advanced analytics, copywriting, SEO, PR, ads, and social media.

personalized experiences, error reduction, new

service offerings, and faster insights -
capabilities human teams often lack the
bandwidth for. With AI, agencies can provide
more value to clients through analytics and
predictions that would not be feasible manually.
It’s difficult to stand out when every agency is
offering the same set of services. With tools like
Chat Explore, a generative AI technology,
agencies can now offer their clients unparalleled

insight into their data and find new opportunities

for growth. Agencies can simply connect their
Automation

data, create real-time visualizations which can

be embedded anywhere. 

Automation frees up time from repetitive tasks

so that agencies can spend more time on Agencies that used to spend days or weeks
developing creative campaigns and strategies to doing analysis and reporting can now get
help grow their own and clients’ business.

insights in minutes. And, agencies can keep

their branding while offering these new services

Practically every agency has sections of the through Akkio’s white labeling.

customer journey and user acquisition funnel

that are brute-forced - places where conversion
rates reach just high enough to make sense for
the company to invest in driving more volume. 

Using AI, agency owners can automatically

identify the best leads for their business and
route them directly to the right people and easily
measure the quality of each advertisement
channel and turn on and off spend automatically
as the ROI approaches a critical threshold. Other
roles like salespeople can focus their time and
energy on the best contacts that will generate
the most revenue, and account managers can
automatically prepare reports – making their jobs
massively more efficient.

4
Agency’s Guide to AI Analytics
Marketing Measurement
and Increased ROI
The benefits of AI for agencies don't stop at
reducing workloads: AI also helps you measure
you and your clients’ success and metrics more
effectively. 
AI can help you optimize advertising spend by
efficiently finding new customers through
channel optimization and audience targeting. It
identifies the ideal customers based on
established patterns and tracks individual ad
performance. AI facilitates the understanding of
customer behavior through accurate reports
generated from data gathered from customer
interactions. It also alerts businesses to take
action based on the data, such as targeting
customers for upsells or preventing churn.
Personalization
Personalization is another primary use-case of
AI for agencies. AI-powered personalization will
help you find the right message for your target
audience on a granular level, leading to better
user experiences and higher conversion rates. 
AI models can make it easier for agencies and
marketers to personalize content, from product
recommendations in email marketing to
demographic and firmographic targeted
messaging on social media. With AI, agencies
can create campaigns for their clients that they
know will be successful and, as a result, reduce
wasted time and money spent on unproductive
channels. 
By using algorithms to analyze data about
customers’ decisions (ranging from their time on
an e-commerce site to their purchasing history),
marketers can predict which next piece of
content is most likely to result in a customer
making a purchase.
5
Agency’s Guide to AI Analytics

Reducing Errors

Faster Decision Making

These benefits together add up to faster

Identifying key patterns in your data is
decision-making. Using the power of
challenging and easy to get wrong when done
automation and algorithms, agencies can
manually, with potentially dramatic
implement changes more quickly, stamp out
consequences. Drawing conclusions from
process inefficiency and, most importantly,
manual data analysis is subject to human bias -
maximize revenue capture.
and it is very common to use the specific lens
that most supports an agenda when presenting
findings. These errors in understanding and
decision making compound over time and drag
down your growth trajectory. 

Similarly, it’s easy to make single-customer level

mistakes when dealing with a huge volume of
data, such as classifying customer support
tickets. This can lead to presenting a solution to
a customer that’s entirely unrelated to their
actual problem, leaving customers frustrated
and subject to churn.

Mistakes are human, that’s what makes AI such

a great candidate to help. AI marketing can both
surface the actual underlying patterns from
business data and also automate and streamline
repetitive tasks and eliminate all-too-common
human error.

6
Agency’s Guide to AI Analytics

Considerations
While the potential applications for artificial intelligence are limitless, one of the essential aspects of any
AI endeavor is to ensure that any predictions it makes are aligned with the values of your agency and of
society. This is just as instrumental in the future of digital marketing. 

There are also considerations surrounding data quantity and quality, consent and privacy, bias, white
labeling, and technical details that need to be taken into account when developing marketing automation
systems or applications.

Data Quantity and Quality Consent and Privacy

The quantity and quality of data used to train AI
models directly impact the accuracy of
predictions. Insufficient data may require
obtaining more information, such as exporting
and labeling relevant data from existing
systems. Having a larger dataset generally
improves model performance by capturing a
wider range of inputs and outcomes. Companies
can also enhance their data by integrating third-
party sources or merging data from multiple
channels using ML platform features.
channels using ML platform features.
The quantity and quality of data used to train AI
models directly impact the accuracy of
predictions. Insufficient data may require
obtaining more information, such as exporting
and labeling relevant data from existing
systems. Having a larger dataset generally
improves model performance by capturing a
wider range of inputs and outcomes. Companies
can also enhance their data by integrating third-
party sources or merging data from multiple

Bias Technical

When deploying AI automation, agencies need
to be aware of the biases that can be
perpetuated by using historical data to predict
future outcomes. It is important to proactively
identify and eliminate biases that negatively
impact certain groups. ML platforms can help
marketers identify influential factors and decide
whether they should be considered in the
model, allowing them to exclude biased data if
necessary.
Agencies should consider which types of AI
models they want to invest in for their predictive
analytics and marketing processes, as there are
endless opportunities when it comes to AI and
data science. The most common types of
models that marketers choose are Classification
and Time-Series Forecasting. Companies should
decide how they want to implement these AI
models into their marketing tools: at an
individual or enterprise level, as well as what
specific goal they want to focus on using the AI
model for - whether it's conversions,
engagements, or clicks.

7
 Agency’s Guide to AI Analytics

AI Use Cases in Marketing for Agencies

“We believe that AI will dramatically change every business, and

Akkio allows our team to take advantage of its immediate benefits:
speed, efficiency, and the ability to identify growth opportunities
for our clients that would have otherwise remained undiscovered.”

- Jonathan, President, Marketing Consulting Agency

SEO Content Optimization

Adding AI Analytics as a White

Labeled Service Offering

The world of SEO content is fiercely competitive,

with millions of articles published daily, and
websites vying for the top positions on search
engine results pages (SERPs). In this competitive
landscape, producing high-quality content alone
is not enough. Agencies must also ensure that
their content is optimized for search engines,
addressing factors like keyword targeting, on-
page optimization, and backlinks. This
optimization process is often resource-intensive
and time-consuming, leading to inconsistent
performance that frustrates clients and hinders
the success of content marketing campaigns.
Agencies can white label tools like Akkio's AI
analytics platform to provide a new service
offering to their clients. With a white labeled
solution, agencies can brand the platform as
their own and provide cutting-edge AI
capabilities to customers. For example, using
Chat Explore™, Akkio’s chatbot for data, an
agency can provide a custom link to their client
on advertising data, and the client can chat
directly with their data to pull the exact insights
they need, without having to request a full

report. 

Tools like Akkio can help digital marketers and
SEO specialists build AI to target high-
performing keywords more accurately, and
vastly improve their content rankings on search
results. Learn more about how marketing
agency, Ellipsis, was able to 4x their clients’ SEO
results with Akkio.
White labeling Akkio enables agencies to deliver
client self-service analytics, faster insights
through natural language, and easy embedding
into websites/apps. Agencies can showcase
their expertise while leveraging Akkio's AI to
scale their services.

8
Agency’s Guide to AI Analytics

Augmented Lead Scoring & Sales Funnel Optimization

Evaluation

Many agencies have large sales funnels that

allow them to expansively capture leads and

With augmented lead scoring, agencies can nurture them into more sales. With the wealth of

effortlessly discover which sources are customer data available, it’s possible to

generating leads with the highest leads and new customize the entire process based on previous

customers both internally and for their clients. 

purchase history. Many businesses are using AI

in marketing to take customers through a

This enables agencies to adjust their strategy personalized journey down the sales funnel.

and spend quickly and efficiently, rather than

waiting for infrequent and out-of-date reviews S

‍ ales funnel optimization (SFO) is a great way to

and recaps. Akkio makes lead scoring simple by make your sales job easier, find sticking points in

enabling marketers to upload CRM data through the funnel, and ultimately close more deals.

a spreadsheet, or connect directly to their Companies armed with AI-powered SFO will

Hubspot or Salesforce. From there, you can train naturally have an advantage over their

and build an AI model in minutes, without competitors that are stuck using inefficient

technical expertise, and start predicting the manual or often incorrect rules-based methods.

scores of future leads. Ultimately, this lets both

marketing and sales teams prioritize the most

important leads.

9
Agency’s Guide to AI Analytics

Trend Forecasting

Predicting what and when a customer will purchase, for example, helps with planning at all levels for your
customers, allowing you to bring them even more value.

Traditional forecasting takes a lot of time-consuming manual work, data engineering, and needs
statistical expertise. AI makes forecasting effortless, even for non-technical teams, allowing marketers to
plan ahead, predict campaign performance, and build better budgets. 

With Akkio’s forecasting, your teams no longer need to guess when strategizing for the next year. You
can quickly understand patterns, analyze influential factors, and make a time series model to predict
future results.

10
Agency’s Guide to AI Analytics

Analytics & Return on Ad Spend (ROAS)

With access to more data than ever before, it’s easier than ever for agencies to track campaign
performance and optimize return on ad spend. But compiling reports and finding insights manually
requires extensive analyst time and leaves ROI optimization lagging.

AI empowers agencies to instantly analyze campaign data, measure true return on ad spend, and
continuously optimize based on performance. By building custom models, agencies can evaluate
impression-level performance across their clients’ channels and audiences. And by connecting campaign
data directly to Akkio, optimization becomes real-time.

With Chat Explore, you can have a natural conversation with your campaign data to understand what's
driving ROAS and how to optimize it.

Simply give commands in plain English like “show me return on ad spend by channel.” The AI will instantly
analyze the data and provide clear, actionable answers to guide your optimization strategy.

This enables agencies to adjust campaign targeting and spending for maximum ROI automatically, rather
than waiting for delayed analyst reviews. With AI-powered analytics and ROAS tracking, agencies can
maximize performance for clients’ campaigns."

Conclusion: Growing Your Agency with Akkio

Traditional artificial intelligence software solutions require a lot of time and technical expertise. With
Akkio, agencies get access to cutting-edge technology in an easy, affordable way. Now, even non-
technical agencies can grow their businesses with AI beyond what they ever thought was possible. 

AI helps agencies power their data operations with AI so they can work more efficiently, offer new
services to their clients, and ultimately boost their business, keeping them on the cutting-edge.

11
About Akkio

You already have the industry knowledge and data to support

your clients, but with Akkio, you can unveil a new service

offering to drive revenue, save time, and provide added value to

your clients. Akkio combines your live data with the speed,

simplicity, and adaptability of Generative AI, giving your

customers an analytics tool they can’t live without.

Make GenAI Analytics a Service Offering - White label the

Akkio platform to provide a new service offering for your

customers. Let them chat with their data, generate insights,

create data visualizations, and view live dashboards

Save Time on Data Analysis - Use the Akkio platform to

quickly transform and clean data, discover insights, analyze

client results, and create instant customer reports when you

connect data to Akkio.

Make and Deploy Predictions for Clients - Machine learning

tools from Akkio let you make predictions for use cases like

lead scoring, forecasting, and sentiment analysis, and then

deploy these predictions through a web application or API.

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