BR Group Pioneers Smart Marketing Dashboard for AI-Powered Analytics

Analytics are at the heart of every digital business. It's how web companies gain an insight into what's working, what's not, and what can be improved. From Google Analytics to WordPress plugins, there's an array of ways to determine how visitors are finding your site and how they're interacting once they're there.

Bounce rates; dropped carts; ref links and search traffic: all this, together with dozens of other metrics, can be used to optimize campaigns. Using the data aggregated by an analytics dashboard, it's possible to implement a raft of improvements designed to reduce page loading times, convert visitors into customers, and subsequently turn them into repeat customers.

If you're not using an analytics dashboard to shape your digital marketing, you're flying blind. But the internet is not a one-off invention whose parameters stay static. It is a dynamic, almost organic entity that is constantly evolving and finding new paths to follow. In the past 12 months, businesses have had to reckon with a new force that has entered the game and rapidly gained ascendancy: artificial intelligence.

AI on Demand

The emergence of AI, popularized by tools such as ChatGPT and Stable Diffusion, has changed everything. While AI as a concept isn't new, as a working reality it's still fresh and businesses are struggling to get a handle on it. How do you approach a technology with the power to blur the lines between human and machine, and which has torn up the rulebook for everything we thought we knew about internet communication?

Just as AI has revolutionized such professions as marketing, copywriting, graphic design, coding, and customer service, it's now doing the same for analytics. While the data that's fed into analytics dashboards has always been collected by machines, now there's a way to let other machines parse this data to make sense of it and deliver actionable outcomes.

One developer of marketing analytics tools is BR Group. Its latest product is a Smart Marketing Analytics Dashboard with the "smart" part coming courtesy of AI. What makes it different from existing tools and does the AI component yield measurable improvements that legacy systems can't deliver? Let's take a closer look.

Analytics Made Smarter

BR's Smart Analytics Dashboard, powered by AI, is a platform for project analytics. That could be a single-site company, a corporation, a crypto startup, or an online agency. At a high level, the tool works much like any other analytics dashboard, providing insights into such things as traffic by channel; search traffic; aggregator referrals (CoinMarketCap, CoinGecko and similar resources that host a project page linking to the site); YouTube and other video aggregators; web banners; and messengers.

The AI part comes into play when analyzing this data and making recommendations as to how a project can improve its website. The BR Smart Analytics Dashboard allows the client to:

• Control the entire marketing budget in terms of spend/revenue for each traffic channel
• Monitor all digital activity including organic traffic
• Identify the most effective traffic sources to focus marketing budget on
• Reduce the size of marketing team through automating processes that traditionally require significant human resources

This last point makes the most compelling case for the Smart Analytics Dashboard: BR claims it can reduce a market budget by 90%. That's the sort of saving that small to medium sized companies can't afford to ignore.

Marketing Made Easy

"Half my advertising spend is wasted; the trouble is, I don't know which half." This quote, generally attributed to retail magnate John Wanamaker, remains as relevant today as when it was first uttered. The world has changed, but misdirected marketing spend remains a perennial problem. Ultimately, this is the problem that AI analytics tools are trying to solve.

BR's Smart Analytics Dashboard allows the entire client flow to be digitized, eliminating guesswork and allowing decisions to be made using statistical data. The era of static marketing tools such as Google Analytics is coming to an end. In its place, a new breed of dynamic solutions, powered by AI, is emerging. They are transforming analytics from an artform into a science that's best handled by machines, leaving humans with the simple task of actioning its recommendations, repeating, and refining.