CASE STUDY

From Raw Metrics to Meaning – with AI

Description

The team sought to improve the automation and data interpretation processes within Artnet’s daily operations. One core challenge was transforming large volumes of cumulative tabular data, pulled from AdOps’ pacing sheets, into clear, actionable insights. The existing process lacked an intelligent, efficient method for converting numerical data into narrative summaries. The team needed a tool that could reliably identify and articulate KPIs such as placement CTRs, package-level CTRs, and overall impression or click delivery. To address this, the team experimented with Gemini, testing its limits through repeated troubleshooting and prompt refinement to achieve consistent, readable output from raw data inputs.

Cumulative Tabular Data to Text

Using AI and a finalized data report, we converted numbers and key metrics to textual insights. With prompts to direct the tone and focus of the insights on KPIs, we managed to shape and produce concise performance takeaways that could be effectively used in a post-campaign analysis and client deck.

Time-saving Automation and Quality

With human direction, the tool proved to provide well-structured insights and learnings in a short amount of time. The quality of insights showed in ways such as when the concluding recommendations focused on sizes that achieved high CTRs, highlighting individual placements and their metrics, or overall campaign-level insights about achieved metrics.

Conclusion

By integrating Gemini GPT into the reporting workflow, the team successfully transformed complex, cumulative campaign data into clear, actionable insights. Through iterative prompt refinement and structured data handling, Gemini was leveraged as a reliable support layer for post-campaign analysis. This approach enabled the production of well-structured summaries, performance highlights, and tailored recommendations, all aligned with key KPIs and client expectations.

The outcome demonstrates a practical application of AI within campaign reporting, reinforcing the team's ability to adapt emerging tools into efficient, insight-driven workflows.