AI's personalization magic starts with the data you can't see | MarTech

"As with anything, having the correct setup is critical. For AI, that means establishing a robust, centralized data platform - combining both structured and unstructured datasets - so brands can improve the relevance of their communications and enhance customer experiences. Accuracy and governance are fundamental Whether you're setting up a simple customer segmentation or a complex lifetime value model, the core tenets of strong data foundations remain the same."

"Accuracy is just as crucial for unstructured data, which plays an increasingly central role in AI-driven personalization. For instance, if you're dynamically targeting users with personalized, generative ads, the brand guidelines that inform your creatives must be up to date and accurately reflect the tone and style you want to convey. Beyond the accuracy of the data you've collected, it's equally important to understand its context and what may be missing."

AI delivers greatest value through personalization when supported by a robust centralized data platform that unifies structured and unstructured datasets. Accurate, clean inputs across marketing, CRM, websites, and apps are essential for reliable segmentation and lifetime-value models. Unstructured data must be current and governed to ensure generative creatives and personalized ads reflect brand tone and style. Analysts must identify contextual gaps in historical time-series data, such as tracking outages or paused search spend, and explicitly account for spikes or anomalies from events like Black Friday or competitor activity. Proactively adjusting models for these factors produces stronger, more relevant outputs and customer experiences.

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