MarTech & AI Case Studies

Representative engagements showing how we scope, build and measure MarTech and AI work. Client names are withheld where engagements are under NDA.

Selected engagements

SaaS

Challenge: Inbound demo requests were triaged by hand in a shared inbox. Follow-up took over a day on average and sales had no consistent definition of a qualified lead.
Solution: A scoring and routing layer combining firmographic fit with an LLM classifier reading the free-text request, writing directly into the CRM with SLA-backed assignment.
Technology: HubSpotn8nOpenAIClearbitSlack
Implementation: — Audited two years of closed-won and closed-lost records to define fit criteria
— Built and validated the classifier against 500 human-labelled requests
— Ran routing in shadow mode for two weeks before switching it live
— Handed over documentation and a prompt-update runbook
Results: First-response time reduced from over 24 hours to under 15 minutes
Manual triage removed from the daily workload of two people
Consistent MQL definition adopted by marketing and sales

Business impact: Sales capacity was redirected from triage to conversations, and pipeline reporting became consistent enough to plan against.

E-commerce

Challenge: Ad platform numbers, GA4 and the finance report disagreed by a wide margin each month, so channel budget decisions were being argued rather than decided.
Solution: A warehouse-backed measurement layer with server-side collection, identity resolution and a multi-touch model, validated against geo holdout tests.
Technology: Server-side GTMBigQuerydbtLooker StudioMeta & Google conversion APIs
Implementation: — Rebuilt the tracking plan and event taxonomy from scratch
— Deployed server-side collection with consent mode handling
— Modelled orders, costs and touchpoints in dbt with data tests
— Ran geo holdout tests on the two largest channels
Results: Reporting reconciled with finance within a low single-digit variance
Two channels shown to be materially over-credited by platform reporting
Tracking breakage now surfaced by alerts within a day

Business impact: Budget shifted toward channels with tested incremental effect, and the monthly reporting dispute ended.

Professional services

Challenge: Consultants spent significant time locating precedent documents and prior project material spread across several repositories.
Solution: An internal retrieval assistant over approved internal documentation, with citation of source documents and access controls mirroring existing permissions.
Technology: ReactSupabasepgvectorAnthropic ClaudeSSO
Implementation: — Indexed approved repositories with document-level permission mapping
— Built a retrieval pipeline with re-ranking and mandatory citations
— Evaluated answers against a set of expert-written reference questions
— Piloted with one practice group before firm-wide rollout
Results: Document retrieval time reduced from tens of minutes to seconds in pilot testing
Every answer traceable to a cited source document
Permission parity with the underlying repositories maintained

Business impact: Billable time previously lost to internal search was recovered, and newer staff reached useful precedent without senior escalation.