How to conduct an internal benchmark with Artificial Intelligence

In marketing, comparing results doesn’t always mean looking at the competition. Sometimes, the most valuable analysis is right in your own backyard.

Before we begin, let’s start with the basics.

What is a benchmark?

An internal benchmark is a process that involves comparing the current performance of your own campaigns, channels, or key metrics against your historical results or across different internal units (such as products, regions, or teams).

Thanks to ADA AI, Bunker DB’s artificial intelligence assistant, this process can now be done in minutes by conversing directly with your data.

1. From data to context: ask ADA to detect patterns

The first step is to understand how the investment is distributed. With a simple query, ADA can create a pie chart showing investment by category type, automatically detecting keywords in campaign names—such as “Christmas,” “Promotion,” and “Launch”—and grouping them intelligently.

Thus, instead of manually reviewing dozens of campaigns, ADA gives you a clear visualization of where your investment is allocated and which categories are dominating your advertising efforts.

2. Supplement with volume: how many campaigns does each category have?

A good practice in any benchmark is to cross-reference investment with the number of campaigns. ADA allows you to generate another chart showing how many campaigns were run per category, which helps identify topics with high frequency but low investment (or vise versa).

For example, if the concept “Christmas” had many campaigns but only a marginal investment, that could indicate opportunities to rebalance efforts in future seasons.

3. Cross channels to understand reach and effort

With a simple request, ADA can sum the channels involved by category (Meta, Google Ads, TikTok Ads, etc.) to understand how the omnichannel strategy is distributed.
This point is key to answering questions such as:

• What types of campaigns are present in the most media?
• Where is there a concentration or dispersion of efforts?

In seconds, ADA translates large volumes of data into an executive summary.

4. Find the most efficient campaigns

Once the landscape is understood, ADA can list the best-performing campaigns, sorted by highest CTR or lowest cost per result (CPC or CPL).
This analysis allows you to identify internal best practices and replicate them. For example, if a traffic campaign achieved a high CTR with a low CPC on TikTok, it can serve as a benchmark for adjusting other campaigns of the same type.

5. Measure objectives and distribution

ADA also automatically classifies campaigns by objective type (awareness, traffic, performance, conversions, etc.), showing the proportion each represents of the total.
This provides a strategic view: are we prioritizing conversion over awareness? Is there a balance between the stages of the funnel?

6. Analyze investment by month and channel

In an internal benchmark, understanding the temporal evolution is fundamental. ADA can display the total spend per month for both active and completed campaigns, grouped by channel (Meta, Google, TikTok, etc.).
This allows investment trends—growth, seasonality, or drops in activity—to be quickly detected.

7. Automated conclusions: the closest thing to having an analyst on your team

Finally, ADA can generate an executive summary of findings that is clear and actionable.
In the case of Grupo Control, for example, ADA summarized:

• What worked best and what didn’t.
• Key trends by channel, category, and objective.
• Recommendations for reallocating investment next quarter.

All of this, written with a focus on efficiency, results, and opportunities for improvement.

The value of conducting an internal benchmark with ADA AI

What used to take hours of manual work can now be done in minutes. ADA AI transforms data into faster, more strategic decisions, helping marketing teams identify real opportunities within their own historical data.

More than just a tool, ADA becomes a conversational analyst that understands your brand’s context, learns your naming conventions, and helps you identify patterns that drive better results.

Get an in-depth look at our AI solution that integrates processing across your entire media ecosystem.

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ADA AI - Bunker DB

The value of conducting an internal benchmark with ADA AI

Internal benchmarking is no longer the exclusive domain of analysts. With Bunker DB’s ADA AI, any team member can explore, compare, and understand the performance of their campaigns, optimizing investment with the agility that today’s marketing demands.

Ready to take your marketing decisions to the next level?

Schedule a meeting with our team of experts and discover how ADA AI can help you analyze and optimize your campaigns in minutes.