Cogya and ROI Monitor are preparing to show how long-standing marketing ROI expertise can be converted into an operational AI system, highlighting a broader shift toward capturing specialist decision-making inside marketing technology.

The Miami-based AI strategy and product development firm and ROI Monitor, the marketing ROI platform founded by Pablo Turletti, will host a free live webinar on September 10 at 12:00 p.m. ET. Titled “Cogya x ROI Monitor: A Case Study in Turning 15 Years of Marketing IP Into an AI System,” the session will examine the development process behind an AI platform announced last month.

At the center of the project is Turletti’s causation-based marketing ROI methodology, which is designed to connect marketing activity with measurable business and financial outcomes. According to the companies, Turletti developed the approach over 15 years and has trained more than 1,000 marketing professionals.

Rather than focusing primarily on the platform's launch, the webinar will examine how the underlying expertise was translated into AI workflows. Cogya executives Damien Bonnefoux and Mohamed Abdalhamid are expected to discuss how Turletti’s decision-making logic was mapped into structured workflows and the architecture choices made during development.

The case also illustrates a key challenge for enterprise AI adoption: converting tacit knowledge held by experienced professionals into repeatable processes. Marketing organizations often depend on specialists whose expertise can be difficult to scale across teams, markets and campaigns. Turning that expertise into structured workflows could allow organizations to make certain analytical and operational processes more consistent.

For ROI Monitor, the project also represents a change in how its methodology is operationalized. Turletti will participate in the webinar to discuss the domain-expert perspective and the process of translating years of judgment into a system intended to operate consistently without requiring his direct involvement in every decision.

Market Landscape

Marketing technology is increasingly moving beyond automation of repetitive tasks toward systems that can incorporate organizational knowledge, decision logic and specialized expertise. AI platforms that combine domain knowledge with structured workflows are part of this broader transition.

The ROI Monitor case is particularly relevant to marketing measurement because ROI analysis requires organizations to connect campaign activity with commercial outcomes rather than relying solely on surface-level performance metrics. The companies' emphasis on causation-based methodology positions the project around decision quality as well as automation.

Strategic Outlook

The larger opportunity is not simply replacing manual work with AI. For marketing organizations, a more significant benefit may come from making specialized expertise available across a wider operating team. However, the effectiveness of such systems depends on how accurately expert reasoning can be represented, structured and maintained as business conditions change.

Top Insights

• Cogya and ROI Monitor are showcasing an AI implementation built around marketing ROI expertise.
• The platform operationalizes a methodology developed by Pablo Turletti over 15 years.
• The project focuses on translating expert judgment into structured AI workflows.
• The webinar will examine both technical architecture and operational changes.
• The case highlights the potential for AI to scale specialist marketing knowledge.

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