Generative AI depends on consistent customer data quality
As the year winds down, everyone’s making big predictions about how generative AI is going to reshape marketing and personalization (along with just about everything else) in 2024.?
The missing element in all the discussions of generative AI and personalization is data quality. The customer data you feed into your tools and systems determines the effectiveness of the output.
Because, let’s face it: AI is a lot less exciting when it gets things wrong. And personalization doesn’t work when it’s not personal.
The continuous challenge of data quality
The tricky part is, data quality — accurate, complete customer profiles that power teams and tools — is not a one and done.?
First you need to unify the data into a flexible foundation that plugs in everywhere.
Then you need to be able to maintain the integrity of the data asset.?
And you need a safe, reliable way to test and make changes.?
We call this ongoing, end-to-end process of turning raw customer data into a valuable asset to fuel your whole ecosystem of tech tools “Customer Data Operations.”?
Customer data operations can’t be hand waved away
Each element of the end-to-end workflow comes with its own challenges. Customer identity is difficult and specialized. Data needs are constantly changing. Change management is complex and risky. Customizing tooling is tough with opinionated software.?
And on top of that, it’s not enough to solve just part of the process — you have to be able to account for each step. All of these considerations make Customer Data Operations a seriously involved undertaking. (That’s why we’ve spent years building our platform to make all of it easier)
To help IT leaders understand the scope and complexity of the challenge, Amperity CTO and co-founder Derek Slager wrote out what goes into building, maintaining, and managing change in a customer data foundation so you can keep your customer data working for you.
New Skift Report: Personalizing the Travel Experience Using Data and AI
Travel brands that develop a unified view of the customer and use that to power new applications of generative AI can provide more personalization, deliver better service, and increase loyalty, leading to greater customer lifetime value.
In this report:
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Events
Jan. 9-12, Las Vegas
Come meet us at CES in the room where it all happens. Schedule a meeting and visit the Amperity team in the Cosmopolitan Terrace Suite to recharge, unwind, and explore how? Amperity's Platform unifies and streamlines data for greater success.?
Jan. 13-16, New York
Visit us on the show floor and learn all about Customer Data Operations — how to use our AI-powered toolkit to resolve identities faster, fulfill business requests more quickly, streamline change management, and optimize your tech stack.
Accent Group, the leading omnichannel retailer in the Apparel and Footwear performance and lifestyle market in Australia and New Zealand, selected Amperity to be the foundation of its first-party customer data strategy to deliver highly personalized interactions to drive a better customer experience.