Heidi Bullock, CMO of Tealium highlights extra on how AI is reworking CX and general enterprise outcomes on this catch-up with AiThority.com:
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Might you present an outline of your journey as Chief Advertising and marketing Officer at Tealium?
I joined Tealium as Chief Advertising and marketing Officer (CMO) in October 2019. This was proper earlier than COVID hit, which created plenty of change for world organizations. Throughout my tenure, I’ve seen the importance of buyer information skyrocket. Initially, groups had been largely targeted on utilizing buyer information and CDPs for personalization and driving higher cross-channel engagement. Throughout COVID, extra organizations wanted to rapidly pivot and had been pressured to drive higher digital experiences that had been additionally cost-effective.
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For instance, lots of Tealium’s clients used conversions API (CAPI) to make sure advert spend was optimized and extra simply tracked. Main analyst agency Gartner additionally formally acknowledged CDP as a major class – the place Tealium was named a pacesetter. It’s thrilling to be a part of a class when it’s early and watch it mature.
CDPs and having an open information layer that’s real-time have now turn out to be desk stakes for groups that wish to ship nice buyer experiences. Moreover, CDPs have accelerated into important options for imposing privateness and consent throughout the whole buyer journey, whereas fueling this clear, consented information for AI initiatives. CDPs have turn out to be the last word approach for organizations to future-proof their enterprise as a result of every little thing depends on having the proper buyer information.
AI-driven personalization is essential to trendy advertising and marketing. How do you see AI reworking the best way manufacturers method customized buyer experiences?
Everybody understands the significance of personalization, however delivering on the imaginative and prescient is commonly difficult. By the point the proper info is obtainable, analyzed, after which usable – the second is misplaced. Gaining access to a CDP that may gather buyer information in real-time and activate it (as soon as it’s been fed via AI) modifications this considerably. Personalization can now turn out to be scalable and actionable within the moments that matter most. AI additionally democratizes this functionality, enabling extra alternatives for corporations to ship higher experiences that traditionally have been out of attain.
What function does AI play in shaping Tealium’s advertising and marketing methods and driving data-driven decision-making?
AI is reworking how we optimize messaging for key personas and verticals, permitting us to determine efficient packages and ship higher experiences in much less time. It permits us to scale efforts effectively, lowering reliance on particular person experience, and accelerating data-driven decision-making. With AI, we craft exact, focused messages throughout electronic mail, social media, and our web site whereas additionally streamlining design processes for extra time financial savings.
In your opinion, how does AI-driven information orchestration assist companies higher join with their clients?
Efficient information orchestration helps organizations have a single view of their buyer – which is crucial for efficient advertising and marketing, product growth, and help. Earlier than AI, any of these steps may take weeks, after which placing the findings into motion finally is much less impactful. Now, groups can layer AI into information orchestration to assist groups higher optimize their messages and channels. AI accelerates the entire evaluation – in order that activating the proper message, provide, product suggestions, help prompts, and so on., in the proper second – will result in higher enterprise outcomes.
How is AI revolutionizing ABM methods, particularly by way of information administration and buyer segmentation?
ABM when completed properly is extremely focused. It focuses on figuring out and prioritizing high-value accounts that align with strategic enterprise objectives. This implies messages, provides, and so on. must be hyper-personalized and related. It additionally means there’s a relationship that must be constructed over time. Personalization and creating deeper engagement at scale could be completed extra effectively utilizing AI instruments. Content material, touchdown pages, and emails could be produced in much less time, with higher information. It’s also simpler to rapidly check completely different copy and pictures so groups can improve the probability of engagement.
Are you able to spotlight the largest challenges corporations face when adopting AI for buyer information platforms, and the way can they overcome these obstacles?
The most important problem for a lot of corporations is gaining access to the proper buyer information to help AI initiatives. AI fashions are solely nearly as good as the information used to coach them. At the moment, plenty of time goes into growing fashions, however the subsequent huge funding for AI would be the proper information. CDPs like Tealium play a pivotal function in serving to organizations gather clear, consented, filtered information, all whereas unifying it, in order that it’s prepared for real-time activation.
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Backside line, for AI to be efficient, (particularly coaching AI fashions) groups want entry to the proper buyer information. And, with out CDPs, this buyer information could be extraordinarily fragmented throughout methods and groups, making it tough to gasoline profitable AI initiatives.
Lastly, what alternatives do you suppose entrepreneurs missed in 2023 when leveraging AI and buyer information, and what ought to they give attention to correcting in 2024?
Numerous time goes into constructing AI fashions, however groups should prioritize funding into strong information integration instruments and governance processes to unify fragmented information and guarantee accuracy. Prioritizing compliance and moral AI practices is crucial to take care of buyer belief, and adhering to laws can be an space to spend time on. Lastly, partnering with skilled distributors or consultants can streamline implementation, speed up deployment, and maximize ROI.
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