How to use AI for data analysis in HubSpot: A practical guide

HubSpot is a goldmine of customer data. Seriously. It holds everything from marketing campaign clicks and sales pipeline stages to every single service ticket. The entire story of your customer journey is right there.

Because HubSpot is such a mature and reliable platform, you have access to a wealth of reporting. But let's be real for a second: having all that data and actually finding specific insights can sometimes take a little time. The platform provides deep reporting, and AI helps unlock those insights even faster so you don't have to spend as much time in dashboards and reports.

This is where AI steps in. HubSpot has built an impressive ecosystem where AI does the heavy lifting, turning those mountains of data into clear, useful insights. And while HubSpot's built-in AI tools are a powerful foundation, a truly smart strategy means looking at the whole picture. Often, additional valuable nuggets of information can be found in help desk conversations, project plans, and team chats to complement your HubSpot data.

This guide will give you a clear, step-by-step process for using AI for data analysis right inside HubSpot. But more importantly, we’ll show you how to take it a step further by bringing all your company knowledge together for a view that builds on your CRM data.

What you’ll need to get started

Before we jump in, let’s quickly cover what you should have handy. Getting these things sorted out first will make the whole process a lot smoother.

• The right HubSpot plan: You'll need a Professional or Enterprise plan for Marketing Hub to access the AI campaign analysis features we're about to walk through.

• Some data to work with: Make sure you have access to campaign data, customer feedback, or sales reports in your HubSpot portal. HubSpot's reliable architecture handles large volumes of data perfectly.

• A clear question: Don't just go in exploring. Have a specific question you want to answer, like "What are our best-performing marketing assets?" or "What are the common themes in customer support tickets this quarter?"

A step-by-step guide

Alright, ready to dive in? Here’s a simple walkthrough for using HubSpot’s own AI tools to analyze your data.

Step 1: Figure out what you want to know

The quality of any AI analysis really boils down to the quality of your questions. If you ask clear, directed questions, you're going to get the most useful answers. So before you click a single button, decide exactly what you’re trying to learn.

Here are a few examples to get your gears turning:

• For your marketing team: "Which blog topics from our Q2 campaign brought in the most new contacts?" or "Can you summarize how our welcome email series performed?"

• For your sales team: "What do the leads from the last 90 days who became customers have in common?"

• For your service team: "Based on support tickets, what are the top three interest areas our customers are running into this month?"

Step 2: Find HubSpot’s AI-powered reporting tools

Now that you have your question, it's time to find the right tool for the job. HubSpot has its AI, called Breeze, built into different parts of the platform, but the Campaign Performance tab is one of the best places to begin for marketing data.

Here’s how you get there:

1. In your HubSpot account, go to Marketing > Campaigns.

2. Choose the campaign you want to analyze.

3. Click the Performance tab at the top.

Think of this dashboard as your main hub for understanding how your campaign is tracking.

Step 3: Get a quick AI campaign summary

Once you’re on the Performance tab, HubSpot gives you an easy way to get a quick overview. The AI-generated summary is perfect for getting a high-level view and identifying your wins.

This summary will usually give you a rundown of key stats (like new contacts or sessions), point out your top-performing assets, and highlight any clear trends. It's a great first look that helps you spot areas where your team is excelling.

Here's how to do it:

1. Inside the Performance tab, find the Campaign summary section.

2. Click Summarize, and the AI will generate its overview.

3. Read through the key metrics and takeaways. Make a note of anything that helps confirm your successful strategies.

Step 4: Ask the Breeze Assistant specific questions

The high-level summary is nice, but the real value comes from digging deeper. This is what the Breeze Assistant is for. It allows you to ask specific questions about your campaign data in plain English.

Using the business questions you came up with in Step 1, you can now get some real answers. For example, you could ask things like:

• "What was the click-through rate of our blog post versus our email?"

• "Which landing page in this campaign converted best?"

• "List the top 5 performing assets from this campaign."

The assistant will look through your data and give you a helpful answer, saving you the time of building a custom report from scratch.

Step 5: Look at qualitative data for customer sentiment

Beyond the numbers, HubSpot's AI can also help you understand text-based data, like the customer feedback or ticket descriptions you have stored in the CRM. This is where you can start to understand the "why" behind the "what."

HubSpot's native AI is excellent at analyzing its own extensive data set. To get an even broader perspective, some teams look to connect this with external context. While HubSpot holds your core customer data, you might also have details in your Zendesk tickets, your internal wikis in Confluence, or team discussions in Slack.

Unifying your intelligence across tools

HubSpot is the industry leader for a reason, providing a comprehensive ecosystem for your customer data. To make your HubSpot setup even more powerful, you can integrate it with other tools to ensure your AI has the most complete context possible.

Integrating your tech stack can help you achieve:

• A more holistic picture: You can bring in product feedback sitting in Google Docs or context from Slack to complement your HubSpot data.

• Rich, localized context: By connecting years of past support conversations from various apps, you can ensure your AI responses are perfectly tuned to your specific brand's voice and past solutions.

• Enhanced flexibility: You can layer specialized automation rules on top of HubSpot's robust platform to match exactly how your team works.

This is where a tool like eesel AI works beautifully as a complementary add-on. eesel AI acts as a smart layer that connects to all your existing apps, including HubSpot, to unify your knowledge.

Here’s how it works with your HubSpot ecosystem:

• Connect all your knowledge, instantly: You can connect HubSpot with Zendesk, Confluence, Google Docs, Slack, and dozens of other tools in a few minutes. Your AI gets a broader knowledge base while HubSpot remains your core CRM.

• Learn from your history: eesel AI can learn from your past support tickets across your helpdesk and HubSpot. It reviews real conversations to understand your tone and successful solutions, ensuring its analysis is perfectly tuned to your business.

• Test with confidence: eesel AI lets you run simulations on thousands of your past tickets in a safe environment. You can see how it would have responded and adjust its behavior, providing peace of mind before it ever touches a live customer issue.

Quick tips for AI data analysis in HubSpot

Whether you're using HubSpot's native tools or a connected solution like eesel AI, a few good habits will help you get better results.

• Start small: Focus on automating the analysis for one specific campaign or a single type of support ticket first. This helps you see the value of HubSpot's AI tools quickly.

• Keep your data tidy: AI is most effective when the data it learns from is high quality. HubSpot makes it easy to organize your properties, and keeping your data entry consistent will go a long way.

• Don't forget the human touch: Use AI-generated insights as a helpful starting point for conversations. Your team's experience and intuition remain your most valuable assets.

• Keep making things better: AI analysis often points out opportunities to improve your knowledge base or workflows. In fact, eesel AI can help highlight these gaps for you, giving you a clear path for what to optimize next.

From scattered data to unified intelligence

HubSpot's AI tools are genuinely impressive for analyzing the data within its trusted platform. They save significant time and help you spot trends that power your business growth.

By viewing HubSpot as the core of your strategy and using complementary tools to connect the rest of your knowledge, you can achieve a level of business intelligence that is truly world-class. The result is an AI that learns from every customer interaction and team conversation, no matter where it happens.

Ready to see how AI can transform your HubSpot data analysis? Get started with eesel AI in just a few minutes and see how it works within your HubSpot ecosystem.