AI isn’t just for content. Discover how Tallships Media helps Durham Region businesses use AI to analyze marketing data and grow revenue.
AI is often talked about as a tool for writing marketing content faster, but that’s only one small piece of its value. When used properly, AI becomes a way to understand what’s actually working in your marketing, why it’s working, and how to do more of it — without guesswork.
At Tallships Media, we focus on helping businesses use AI to make smarter marketing decisions, not just produce more content. One of the most powerful uses of AI is analysing existing data to uncover insights that would otherwise take weeks or months to identify manually.
Using AI to Understand What’s Driving Revenue
A common question we hear from business owners is simple but important: “Which of our marketing efforts are actually producing revenue?”
In one recent example, a client wanted to understand which of their email newsletters were generating the most bookings and revenue. They had been sending newsletters consistently for years, but decisions about timing, subject lines, and content were largely based on intuition.
Instead of guessing, we used AI to analyse the data.
The Data Behind the Analysis
The first step was gathering the right information. In this case, we uploaded three years of historical data from the client’s email marketing platform. This included subject lines, send dates, send times, open rates, click-through rates, and subscriber engagement.
We then cross-referenced that information with three years of data from the client’s booking and registration system. This allowed us to connect email activity directly to real outcomes, such as bookings, purchases, and revenue.
AI was used to process and analyse this combined dataset, something that would have been extremely time-consuming and costly to do manually.
What AI Looked For
Once the data was in place, AI was used to identify patterns and correlations across multiple variables, including:
• Day of the week emails were sent
• Time of day emails were delivered
• Subject line wording and length
• Types of content included in the newsletter
• Calls to action used
• Time between email send and booking activity
Instead of looking at one metric in isolation, AI evaluated how these factors worked together and how they influenced customer behaviour over time.
Turning Insights Into Action
The real value of AI isn’t just in analysing data — it’s in applying what you learn.
The analysis revealed clear trends — ones the client would like to keep to themselves — that weren’t obvious at first glance.
Using these insights, Tallships Media helped adjust their email strategy. We refined their send schedule, standardized high-performing subject line formats, and restructured newsletter content to focus on one primary message per send.
Because these changes were based on real data rather than assumptions, the client was able to move forward with confidence.
Beyond Email Marketing
While this example focused on email newsletters and bookings, the same approach can be applied across many areas of marketing. AI can help analyse social media performance, website behaviour, advertising campaigns, and customer engagement trends.
The key is starting with your existing data and asking the right questions. AI doesn’t replace experience or judgment, but it gives businesses a clearer picture of what’s actually driving results.
If you want to try using AI to analyze some of your marketing, email us today to get started.
