AI-Powered Performance Marketing: How the Game Is Changing

Before my current role, I was leading performance marketing for a global healthcare company—a quiet giant in the pharma world. The work was complex: multiple product lines, strict compliance, and highly targeted campaigns across markets. We used Google Analytics, CRM data, and a lot of hands-on optimization to drive results. Over the years, I’ve seen digital marketing shift from gut-based decisions and spreadsheets to data-driven planning. Now, we’re entering the next phase—where AI doesn’t just support campaigns, it actively shapes them. Whether it’s automated bidding, predictive audiences, or creative generation, the tools are evolving fast—and so is the way we work. 1. From Manual Analytics to Predictive Insights In the past, Universal Analytics was our go-to. We manually set up goals, configured event tags, and pulled weekly reports. GA4 changed that with its event-based tracking model and built-in machine learning. Real example – McDonald’s Hong Kong They used GA4’s predict...