An online store selling apparel and accessories with more than 280,000 active customers. The company communicates simultaneously through email, SMS, on-site notifications, product feeds, and WhatsApp.
The marketing team consists of seven people, including two analysts responsible for campaign analytics and reporting.
For more than two years, the client’s analysts followed the exact same workflow: before every board meeting or campaign review, they had to manually gather data from four different channels, transfer it into spreadsheets, align the time ranges, and only then begin drawing conclusions.
With two reports per week, this process consumed 8–10 hours of work that created no real value - it was simply moving data from one place to another.
Three key analytical pain points:
MAiA is an AI assistant built directly into the iPresso Marketing Automation platform. It requires no additional setup, integrations with external tools, or data exports. It answers questions based on real campaign data across email, SMS, on-site, in-app, WhatsApp, and product feeds.
The AI assistant has no access to customers’ personal data, and every new feature is rolled out automatically with no updates required on the user’s side.
In practice, MAiA transformed the team’s workflow in the two areas that previously generated the biggest time losses.
How It Worked Before MAiA
The analyst exported data from email, SMS, and on-site dashboards into separate CSV files. Then they created a consolidated Excel sheet, standardized dates and metrics, manually described trends, and prepared presentation slides.
Total time: 4–5 hours per report.
How It Works with MAiA
The analyst asks MAiA a question in natural language, for example:
“Summarize the performance of all campaigns from the last 30 days - email, SMS, and on-site. Which channels performed better than last month and why?”
Within seconds, MAiA returns an omnichannel performance summary, highlights deviations from trends, and suggests hypotheses explaining the changes.
The analyst verifies the conclusions, adds business context, and exports ready-to-use materials.
Total time: 15–25 minutes for a complete executive report.
The marketing team noticed that the Open Rate of the main email campaign targeting the “premium customers” segment had dropped by 9% compared to the previous three weeks. Previously, diagnosing an issue like this would have required several hours of manually reviewing reports.
The analyst asked MAiA:
“Campaign ID: 2247 is showing an OR decline of around 9%. What changes occurred in this segment over the last 3 weeks regarding content, send time, frequency, or overlapping SMS campaigns?”
MAiA identified two concurrent changes: the send frequency for this segment had increased by 40% during the same period (due to a seasonal SMS promotion campaign), and the email subject line no longer differed from the template used in the previous three campaigns.
Based on these insights, the marketing team tested a new subject line and reduced the number of sends to the segment within a single day. The Open Rate returned to normal within 10 days.
