Without this, AI could just be an “expensive trophy”.
The author argues that the data that AI relies on “is a mess”. The piece states that before “getting anywhere with AI”, marketers must look to get data ready instead. Otherwise, the pressure that AI puts on details can turn those details into “campaign killers”.
Since AI is dependent on manual verification, brands must look to deep-clean first party data. AI is useful in presenting a cause and effect of an action only if there’s a clean and complete record of where consumers are in their lifecycle.
Further, CRM, lead scoring and marketing automation data must be matched up with owned and paid media activity. Tools must be used to import all first-party data from private servers and software programs and relevant third-party data into a virtual database.
[4 minute read]