“ AI is going to amplify bad data everywhere”
Stephen Williams CEO
Marketing Evolution
But even before that, the data has been fit to an ontology that reflects the business. It’ s mapped to the right schema, taxonomy and business context so that the naming conventions match how the organisation actually talks about its creatives, media channels, campaigns and customers internally. That consistency becomes uniform across all of the underlying data sets.
By unifying both the structure of the data and the consumer journeys, we open up entirely new AI use cases for discovery, analysis and decision – making. And I don’ t mean that in a hyperbolic way – the opportunity becomes near limitless once AI is operating against a truly unified and contextualised understanding of the business.
Q. HOW WOULD YOU ADVISE A SHIFT FROM BACKWARD LOOKING MEASUREMENT TO FORWARD LOOKING PROACTIVE INTELLIGENCE HAPPENS?
» Look, it’ s tough, and it does require a real perspective shift. Until very recently, marketing measurement has been retrospective. We would execute campaigns, wait for the results and then analyse what happened. But now we have the data and the tools to simulate
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