A Marketing Intelligence Tool That Tells You Why Numbers Moved
Orphex is a marketing intelligence tool for paid media teams. It connects your ad accounts, store and analytics, flags what changed and why, and lets you ask questions in the web app or make changes from Claude and ChatGPT through the Orphex MCP.
| Channel | Purchases | Cost per purchase | vs target $30 |
|---|---|---|---|
| Google Ads | 2,310 | $24.10 | |
| Meta | 2,860 | $29.40 | |
| TikTok | 650 | $33.70 |
What Marketing Intelligence Means for a Performance Team
Marketing intelligence is the practice of turning your own marketing data (spend, results, audiences, creatives and channels) into decisions, with an eye on what competitors are running. A marketing intelligence tool collects that data, explains what changed and why, and helps you decide what to do next. Most lists split it into four types.
- CoveredProduct intelligence
Product-level performance from your store, catalog and ad accounts.
- PartlyCustomer intelligence
Audience segment performance by age, gender, city and device. No B2B contact data.
- PartlyCompetitor intelligence
Competitor ads on Meta and Google through Creative Watchlist. Not their spend or results.
- Not coveredMarket intelligence
No market sizing, traffic estimates or share of voice. If you have Similarweb, the Orphex MCP can read it.
Signals Arrive Before You Ask
Orphex brings 50+ integrations into one workspace. The first data pull starts when you connect a source, then each source refreshes on a schedule. Your measurement source stays yours, whether that is GA4, AppsFlyer or Adjust.
When fresh data lands, Orphex refreshes its analyses and checks them. Insights arrive as a problem or an opportunity, with a severity, a quantified impact and a written explanation. Anomalies are flagged against an expected range, so you see the observed value next to what was likely.
- Insights ranked by impact, highest first
- Anomaly detection by segment and metric
- Custom alerts to email, Slack, WhatsApp or Teams
- A Weekly Summary by email
Alert “Meta CPA above $45” triggered on yesterday’s data.
Know Whether Your Change Caused the Result
A budget or bid change is often followed by a better week, but the week might have been better anyway. Impact Analysis compares the campaign after your change with a modelled counterfactual: what the model says would have happened without it.
Each result says whether the effect is statistically significant, how large it is and the 95% interval around it. Impact Analysis uses credits for each effect it detects, and the run preview names the credit cap before anything is queued.
For example: you raise a campaign’s budget on Monday and conversions rise that week. Impact Analysis tells you whether the rise is larger than the model expected without the change, or within normal movement.
Dashed line: what Orphex expected without the change.
Competitor Ads and Your Own Creatives
Creative Watchlist collects competitor ads from Meta and Google, so nobody on the team has to screenshot them by hand. Orphex sees the ads competitors run. It does not see their spend or their results.
For your own ads, Creative AI labels each creative (subject, colors, style, promotion, call to action) and ties those labels to CTR, CPC and ROAS, so you can see which traits go with better results. Labelling uses credits, and you see the cost before it runs.
From a Question to a Recorded Change
Ask
Ask Orpheus in the web app, or ask Claude or ChatGPT through the Orphex MCP. Reads run at once.
Review the preview
Changes come from Claude or ChatGPT through the Orphex MCP, not from Orpheus. Orphex shows exactly what will change, before and after. New campaigns are created paused.
Confirm
Every change is a preview you confirm. If your assistant is set to always allow Orphex, it can confirm on its own, so turn on a second approver where approval matters.
Check the record
Orphex sends the change to the platform and records the result. Change history also shows edits people made in the platform’s own interface.
Types of Marketing Intelligence Tools Compared
Most tools on “best marketing intelligence tools” lists do one part of the job. Here is what each type does with your ad accounts, based on each vendor’s public pages.
| Tool (type) | Reads your ad accounts | Explains why results moved | Shows competitor ads | Changes ad platforms |
|---|---|---|---|---|
| Supermetrics (data pipeline) | Yes, 174 sources through its MCP | Insights Agent answers “why” questions (beta, five sources) | Not found | Yes, beta MCP tool on 7 ad platforms; approval is a setting |
| Improvado (data pipeline) | Yes, 1,000+ sources | AI Agent answers in text and suggests fixes | Not found | No named MCP tool for ad-platform changes |
| Funnel (data pipeline) | Yes, 600+ sources | Funnel AI chat; no AI-explained anomaly alerts found | Not found | Conversion uploads only; its MCP is read-only |
| Whatagraph (reporting) | Yes, 60+ sources | IQ summaries with wins, issues and recommendations | Not found | No |
| AgencyAnalytics (reporting) | Yes, 85+ integrations | AgencyAI answers and AI summaries | Not found | No |
| Orphex | Yes, 50+ integrations | Insights with quantified impact, anomaly detection, Impact Analysis | Yes, Meta and Google | Yes, in the Orphex MCP, as a preview you confirm |
Sources: each vendor’s public site, docs, pricing and changelog (supermetrics.com, improvado.io, funnel.io, whatagraph.com, agencyanalytics.com). “Not found” means we saw no such feature on their public pages. As of October 2026.
How to Choose a Marketing Intelligence Tool
Coverage of your sources
Check that it reads every ad platform, store and analytics tool you use. Orphex has 50+ integrations, and reading and changing are listed separately for each platform.
Your measurement stays yours
A tool should read the attribution you already trust instead of replacing it. Orphex reads GA4, AppsFlyer or Adjust next to platform numbers.
Answers with a size attached
Look for explanations you can weigh: a severity, a quantified impact, an expected range, a significance test.
Control over changes
If the tool can change campaigns, ask how. In the Orphex MCP, every change is a preview you confirm, with an optional second approver and a full history.
Security
Orphex is ISO 27001 certified and GDPR and KVKK compliant. An assistant connection carries your role, and it is checked again on every call.
What it does not cover
Orphex has no B2B contact data, market sizing or traffic panels. If you need those, use a market intelligence tool alongside it.
Frequently Asked Questions
What is the difference between marketing intelligence and market intelligence?
Marketing intelligence is about your own marketing: spend, results, audiences, creatives and channels. Market intelligence looks outward at competitors, demand and pricing. Orphex is mainly the first, plus competitor ad monitoring on Meta and Google.
What are the four types of marketing intelligence?
They are usually listed as competitor, product, market and customer intelligence. Orphex covers product and customer performance from your own data, plus competitor ads. It does not provide market sizing or B2B contact data.
Can AI replace manual competitive research?
Partly. Creative Watchlist collects competitor ads so you do not screenshot them by hand. Judging what a competitor’s ad means for your plan is still your call.
Does a marketing intelligence tool replace my data warehouse or BI?
Not necessarily. Orphex reads BigQuery as a source and adds analysis and actions for paid media on top of what you already have.
How much does a marketing intelligence tool cost?
Orphex web app plans are quoted through the pricing wizard or a demo. The Orphex MCP Free plan is $0: 3 connections, 250 reads and 50 changes a month. A workspace admin has to switch on assistant changes before any change runs. Read is $39.99 a month and includes no changes. Action is $149.99 a month with 500 changes a month.
Is my data safe?
Orphex is ISO 27001 certified and GDPR and KVKK compliant, with two-factor authentication and roles. An assistant connection carries your role, and it is checked again on every call.
Start With the Accounts You Already Run
Book a demo to see Orphex on your own accounts, or connect up to 3 sources on the MCP Free plan and ask Claude or ChatGPT about them today.
