“ If you get the data layer wrong, the CMO is locked into three years of bad answers and the CFO is looking at three years of unaccountable spend”
Stephen Williams CEO
Marketing Evolution performance. That’ s what we’ ve stood up at Marketing Evolution.
The data is there, the tools are there, the analysis is there and the AI is there to provide an accurate picture of the market and the business’ s universe, instead of amplifying misleading signals.
At the end of the day, we’ ve got to maintain data centricity in how we model, analyse and use AI. The models are going to keep coming and going. They’ re going to keep changing. They’ re going to move fast.
This is ultimately a data infrastructure problem. It’ s not a model problem.
It’ s about getting the right data infrastructure in place, getting the right data into that infrastructure and contextualising it to match the business and how the business actually operates off that data. Ultimately, if you get the data layer wrong, the CMO is locked into three years of bad answers and the CFO is looking at three years of unaccountable spend. It’ s critical to get that data layer right as quickly as possible.
Q. WITH 71 % THINKING THEY’ RE AI READY AND ONLY 37 % TRULY ARE – WHAT’ S THE REAL READINESS GAP?
» I think many leaders – and honestly I’ ve been guilty of this myself – apply a very simple proxy: if AI tools are in use, the organisation must be AI – ready. And that’ s rarely the case.
fintechmagazine. com 91