Azulens Blog
Campaign analytics, made clearer.
Practical thinking on reliable reporting, data quality, and better marketing decisions.
How We Approach Incrementality Testing at Azulens
Incrementality testing sounds straightforward until you try to apply it across very different businesses. Some advertisers have dozens of measurable markets and years of history. Others have only a few regions, short campaign windows, retailer sales, marketplace data, or no geographic conversion data at all. At Azulens, we start with the decision the advertiser needs to make, then determine what can actually be measured and manipulated. From there, we design the experiment around the client rather than forcing the client into one testing methodology.
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4 Mistakes When Using LLMs to Analyze Ad Data via MCP
MCP connectors can give LLMs direct access to live advertising data across dozens of platforms. But easier access does not automatically produce reliable analysis. The biggest risks appear when marketers ask for entire analyses in one prompt, lead the model toward a predetermined conclusion, fail to validate cross-channel calculations, or confuse attributed performance with causal impact. The solution is not better prompting alone. It is a controlled analytical process in which retrieval, normalization, validation, interpretation, and causal inference remain separate steps.
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The AI Shift Is Not About Automation. It’s About Control.
AI is accelerating campaign analysis, creative production, and optimization, but the deeper shift is about control: who owns the logic behind decisions. This article argues that agencies and in-house teams need structured, independent intelligence to make judgment consistent, preserve strategy, and turn campaign experience into reusable learning.
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