DataQuark launches AI suite for marketing decisions

DataQuark has launched QUARK VITALS, an artificial intelligence suite for marketing teams that links four decision areas in a single framework.

The launch reflects growing interest among marketing organisations in using AI across data, audience planning, media selection and creative work, even as those functions often remain split across separate teams and systems.

DataQuark, the data, analytics and insights unit of LS Digital, introduced QUARK VITALS to support day-to-day marketing decisions by connecting what it describes as data trust, audience targeting, channel selection and creative matching.

The suite includes four products: DQ Pulse, ActivateIQ, ChannelSense and CreativeMatch. Each addresses a different question marketing teams face when planning and running campaigns.

DQ Pulse focuses on data quality and governance. It is designed to help teams assess whether marketing data is suitable for a planned use case and to monitor data integrity once that use case is live.

The tool is built to identify problems such as broken tracking, missing events, consent gaps and the exposure of personally identifiable information in datasets. Those issues can affect reporting, optimisation, security, compliance and the performance of AI systems that rely on the data.

ActivateIQ addresses audience targeting. It allows marketers to ask business questions in plain English, analyse responses across data sources and turn the resulting insight into audiences for campaigns.

The tool can connect with multiple marketing and customer data systems, including GA4, customer relationship management platforms, CleverTap, MoEngage and Meta.

ChannelSense is aimed at media planning. It analyses audience behaviour, historical engagement and conversion data to identify channel affinity at the audience level, helping marketers decide where specific customer groups are most likely to respond.

CreativeMatch focuses on the link between audience behaviour and advertising content. It connects behavioural signals, creative attributes and campaign response data to identify which assets and characteristics are likely to work for different customer segments, then matches predictive audiences with creative material they are more likely to respond to.

Practical use

QUARK VITALS is intended to fit into existing marketing workflows rather than sit apart as a separate AI experiment. DataQuark is positioning it as a connected decision process that moves from verifying data to selecting audiences, choosing channels and matching creative work.

That approach addresses a longstanding issue in marketing operations, where measurement, audience strategy, media and creative development are often handled in isolation. By tying those areas together, the suite is intended to support more continuous decision-making.

Mohit Kanadkhedkar, DVP, DataQuark, outlined the thinking behind the launch.

"The next phase of AI in marketing is not simply about generating more answers. It is about making those answers useful in the moments when marketers have to make a decision. QUARK VITALS is designed around that practical need, helping teams connect data, intelligence and action across the marketing lifecycle," said Mohit Kanadkhedkar, DVP, DataQuark.

Broader push

The release of QUARK VITALS comes as companies across the advertising and marketing sector try to move beyond pilot projects and isolated AI applications. Many organisations have experimented with generative tools for content and reporting, but integrating AI into routine operational decisions remains a more difficult step.

One challenge is that the inputs to those decisions often sit in different systems, while responsibility is spread across different teams. Data quality concerns, fragmented customer records and disconnected campaign processes can limit the usefulness of AI models, even when interest in adoption is high.

By framing the product around four recurring decisions, DataQuark is presenting AI as a practical layer within existing work rather than as a separate strategic initiative. QUARK VITALS is now available to enterprises and marketing organisations.

Vinay Tamboli, Chief Executive Officer, DataQuark, said the aim is to connect functions that have historically been optimised separately.

"Marketing optimization has traditionally happened in pieces. Measurement, audience strategy, media and creative often sit across different teams and workflows. The opportunity with AI is to connect these decisions rather than optimize each one in isolation. QUARK VITALS brings them into a framework, helping organizations move from AI experimentation towards more continuous, actionable marketing intelligence," said Vinay Tamboli, Chief Executive Officer, DataQuark.