MARKETING EVOLUTION
2x
stronger AI performance outcomes were achieved by organisations with the right data foundations to performance at the policy – buy level, where local agents are also spending their own marketing dollars and ultimately closing the business.
The agent relationship absolutely matters – it’ s a critical part of the conversion process. But what we’ ve helped them do is surface the impact of national brand spend on those downstream conversions.
So when they invest in something like a major sports sponsorship or national advertising campaign, they can now see how those dollars ultimately flow through the system and contribute to measurable conversions happening at the local agent level – whether that’ s in Memphis, Tennessee or anywhere else in the country.
Q. WHY DOES AI AMPLIFY BAD DATA RATHER THAN FIX IT IN MARKETING STACKS?
» This isn’ t isolated to marketing stacks. AI is going to amplify bad data everywhere.
No matter how sentient AI may appear, it still fundamentally depends on the quality and structure of the underlying data to inform its analysis. And marketing data, specifically, is very, very bad data.
One major reason is that marketing data lives across multiple different providers. You don’ t have one source of marketing data. You have data coming from Google Analytics, Meta, Nielsen, Lamar out – of – home and dozens of other places. And all of that data looks different.
The data has different levels of granularity and different levels of completeness. Then, all of it has to be
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