LLMs in marketing: Uncovering insights in unstructured data with Alembic

Published: 8/26/2025

This blog post highlights how Alembic's AI-powered platform helps CMOs simplify overwhelming unstructured marketing data into clear, actionable insights. Alembic guides you beyond basic dashboards to produce executive-ready reports that directly link marketing efforts to revenue. By leveraging LLMs and causal AI, Alembic enables marketing leaders to make smarter, faster decisions based on what truly drives business results, thereby reducing feelings of overwhelm and increasing ease.

For today’s CMOs, unstructured data presents a challenge and a unique opportunity. From social media mentions to customer surveys, marketing teams have a wealth of information at their fingertips, yet traditional marketing analytics tools often fall short in extracting valuable insights. Strategic findings frequently remain hidden and disconnected from revenue strategy.

Advanced AI-powered marketing intelligence platforms, like Alembic, are changing that. Proprietary algorithms and causal AI identify relationships between marketing activities and outcomes, then apply large language models (LLMs) to translate observations into actionable insights. Raw marketing inputs become executive-ready reports, helping CMOs uncover what’s working, why it’s working and where to invest next. Structured reporting is no longer the only path to insight. The story is in the signals, no matter the source.

Why uncovering insights from unstructured data matters

Unstructured data provides a real-time pulse on brand perception, offering a deeper look into how people are reacting to your marketing. It often uncovers crucial context that standard metrics can't, particularly when you're trying to gauge evolving sentiment or intent. By linking things like broadcast impressions, in-store activities, and media buzz with online engagement, this data helps connect the dots between your digital and offline campaigns. Moreover, it can even bring subtle shifts to light—those early hints of success or risk that traditional reports might overlook entirely. Overlooking these vital inputs means marketing teams miss out on truly understanding the impact of their efforts.

Many marketing teams lack the resources to understand data in its raw form and how it applies to their brand marketing. This underscores the need for a robust marketing data analysis system, a gap that Alembic's platform effectively fills.

Moving beyond dashboards: data visualization versus data analysis

Traditional marketing dashboards offer visibility into data, but they can’t provide strategic direction.

Instead of filtering through disconnected charts or waiting for data analysts, with Alembic, leaders receive clear attribution across brand and performance channels, predictions of revenue and customer count up to two years in advance, and executive-ready narratives that tie marketing efforts to outcomes.

More data doesn’t guarantee better outcomes. What matters is turning that data into the right insights at the right time, so that marketing initiatives lead to measurable results.

Three ways Alembic applies LLMs to unstructured marketing data

From customer input to campaign planning, LLMs are embedded throughout Alembic’s platform. They utilize our proprietary algorithms and causal AI to streamline data interpretation and enhance strategic insights. The outcome is raw, unstructured data transformed into actionable intelligence for more effective marketing campaigns.

1. Survey data ingestion and insight summarization

Alembic ingests customer survey data alongside other marketing inputs to support a complete view of brand performance. The platform uses AI to convert raw survey responses into structured themes, helping teams evaluate campaigns and channels more effectively. LLMs then summarize these insights in plain language, without the raw data or technical outputs, to provide CMOs with concise, executive-level summaries of what marketing efforts are working and why.

2. Website and channel performance integration

Alembic integrates website analytics from platforms like Google Analytics to understand user behavior and evaluate channel performance. The Alembic platform:

• incorporates traffic trends into broader campaign analysis
• connects web activity to both digital and offline marketing efforts
• uses causal AI and LLMs to summarize the drivers behind performance outcomes.

These tools give CMOs a clear, connected view of what drives results, so decisions are rooted in reality, not assumptions.

3. Cross-channel performance attribution

Data from digital and non-digital sources, including social media, TV, radio, media coverage, and brand channels, helps CMOs understand what drives impact. LLMs interpret thousands of predictive and historical causal insights across the time frame that matters to your team, whether daily, weekly, monthly, or quarterly.

By integrating owned, earned, and paid data, the platform links marketing activity to business results across channels and summarizes multi-channel performance for strategic decision-making.

Why this matters for Fortune 500 CMOs

When marketing data is incomplete or siloed, it leads to slower decisions and missed opportunities. Alembic interprets signals across all channels, from traditional media to digital engagement, and connects them directly to revenue with a strategic algorithm of advanced causal AI and LLMs. For CMOs, this means fewer blind spots and more strategic clarity.

Alembic’s approach is different because it:

• Reconstructs time-series data across all marketing touchpoints
• Applies causal inference to show what truly moves the needle
• Uses LLMs to deliver executive-level summaries, not just raw findings, saving your team time and money on reporting to your higher-ups

Not to mention, Alembic achieves all this with privacy and security protocols trusted by major Fortune 500 companies worldwide.

Read More: See how Alembic helped a major airline overcome the long-standing challenge of marketing attribution.

Better decisions start with better insights

LLMs are transforming how marketing leaders understand their data. With Alembic, vast amounts of marketing inputs become high-value insights that directly connect to performance. It’s an innovative, faster way to lead marketing strategy built specifically with CMOs in mind.

If your team is ready to elevate marketing decisions with intelligence backed by advanced AI, Alembic can help. Speak to our sales team today to get started.