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Marketing optimization should drive better decisions, but most teams still fight to prove impact. Gartner research reported that 70% of marketers face moderate to significant challenges when measuring ROI, and 66% struggle to demonstrate campaign impact to key stakeholders.
Communications, Media, Entertainment, and Gaming (CMEG) teams feel this pressure every day. Social, search, programmatic, and web analytics live in different systems. Reporting stays reactive. Budget shifts happen after performance drops.
Indicium’s AI Agents for Traffic & Ads Performance Intelligence address this gap. They unify cross-channel marketing data in a governed platform on the Databricks Lakehouse, powered by Unity Catalog. They also add AI-driven optimization with predictive insights and automated recommendations built for enterprise-scale media environments.
Global CMEG Enterprise Turns Fragmented Dashboards into a Single Source of Truth on Databricks
This measurement gap — the lack of a unified view across channels and clear signals on what drives ROI —, shows up in the day-to-day.
One global CMEG organization ran ad performance across separate partner dashboards and lacked visibility to optimize fast. SEO teams also saw missed opportunities to improve underperforming articles based on impressions, CTR, and position.
Indicium and Databricks solved this by building a governed data platform that centralized diverse sources into one reliable foundation. On top of that, the team delivered two data products, Ads Performance and Traffic & SEO, to standardize metrics and make performance visible in one place.
That foundation unlocked AI-driven marketing optimization. With clean, governed data in place, Indicium’s AI Agents for Traffic & Ads Performance Intelligence run directly on Databricks to turn multi-channel signals into decisions. Ad performance and SEO insights moved from fragmented and manual to automated and reliable, and the platform is ready to expand and connect insights from multiple sources in one place.
The Blueprint for Cross-Channel Marketing Optimization
Cross-channel marketing optimization works when teams operate from one governed foundation and act on signals fast. Indicium’s AI Agents for Traffic & Ads Performance Intelligence put that blueprint in place on Databricks.
First, unify social, search, programmatic, and web analytics data inside a Databricks Lakehouse and govern it with Unity Catalog. That creates one consistent set of definitions for spend, engagement, conversion, and ROI — the baseline every channel can trust.
Next, use Agent Bricks to run AI agents that do three jobs continuously: predict audience engagement and conversion propensity, forecast ad spend efficiency and ROI before budget is wasted, and recommend concrete optimization actions across channels.
Finally, operationalize the output. Teams stop pulling reports and start executing a loop: monitor early signals, apply recommended actions, validate lift, and repeat. That is how marketing optimization becomes a system, not a one-time analysis.
Outcomes Marketing Teams Can Prove
AI Agents for Traffic & Ads Performance Intelligence turn cross-channel data into decisions teams can act on fast, with governance, speed, and impact.
- Faster decisions: real-time performance intelligence replaces delayed, manual reporting.
- Smarter media investment: forecast spend efficiency and ROI before budget goes to waste.
- Higher conversion impact: predict engagement and conversion propensity, then optimize.
- Governed performance signals: one lakehouse with Unity Catalog keeps definitions consistent across teams and channels.
- Continuous optimization at scale: AI agents recommend concrete actions across channels, so optimization becomes repeatable.
Start With One Use Case. Scale Across the Funnel.
CMEG teams need a repeatable optimization system that runs on trusted data and drives action across channels.
Indicium’s AI Agents for Traffic & Ads Performance Intelligence, built on Databricks, give your company that starting point: unify marketing and traffic data in a governed Databricks Lakehouse with Unity Catalog to predict outcomes, optimize spend, and drive continuous improvements.
Explore the solution. Talk to our experts.
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