What to Do with Accumulated Data? How to Exploit It?
Yssem Saadi, Managing Director of EALAN Agency, posed these questions at the beginning of his intervention titled "Data & AI: The Marketer's Assets" during the second day of the Professional Marketing meeting on Friday, December 20.
The Data Conundrum
Saadi highlighted some striking figures to illustrate the situation: while data, whether First Party Data (collected and owned by a company through its own software and systems) or Zero Party Data (voluntarily provided by customers through forms, customer files, etc.), is available and represents a treasure to be exploited, 87% of marketers admit they don't know what to do with it or are not leveraging it effectively.
The Impact of Cookie Restrictions
Among the technological tools used by marketers to collect data, Saadi mentioned cookies sent with websites during display. However, web giants like Apple and Google are increasingly blocking cookies, and 95% of marketers are experiencing the negative impact of this restriction, making it difficult to converge useful data.
The Rise of AI in Marketing
Saadi announced that today, 90% of companies worldwide rely on AI tools, and 72% of top-performing marketers have even integrated AI tools into their strategy.
Effective Marketing Strategy
Saadi broke down an effective marketing strategy into three parts: Audience, Dynamo, and Budget. He explained that analyzing a database using AI tools enables more effective segmentation of customers or individuals whose data is held. This segmentation allows for more targeted targeting on the one hand and tracking to measure the effectiveness of communication campaigns on the other.
AI for Predictive Budgeting and ROI Maximization
Saadi emphasized that AI can also help predict the budget to invest and maximize return on investment, as optimization is key when it comes to budgeting.
Final Advice to Marketers
At the end of his intervention, Saadi offered the following advice to marketers:
- Invest in Data: Data is part of the infrastructure.
- Adopt AI Tools: Leverage AI to enhance marketing strategies.
- Train Teams: Educate teams on how to use AI tools effectively.
- Collaborate with Experts: Partner with experts to stay ahead in the game.
By following these guidelines, marketers can unlock the full potential of their accumulated data and stay competitive in the ever-evolving marketing landscape.
