{"id":5991,"date":"2023-12-27T15:59:09","date_gmt":"2023-12-27T15:59:09","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/data-and-ai-on-marketers-minds\/"},"modified":"2023-12-27T15:59:09","modified_gmt":"2023-12-27T15:59:09","slug":"data-and-ai-on-marketers-minds","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/data-and-ai-on-marketers-minds\/","title":{"rendered":"Data and AI on marketers\u2019 minds"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>In the year ahead, consumer and B2B marketers will be focusing on first-party data strategies to replace their dependence on third-party cookies. Those cookies are retiring in 2024. In early January, <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/google-will-start-phasing-out-third-party-cookies-in-weeks-with-new-feature\/\" target=\"_blank\">Google begins testing a new feature<\/a> that restricts third-party cookies for 1% of its Chrome users. As the year goes on, more users and marketers will scramble to find alternatives.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-google-will-remain-firm-on-third-party-cookie-deadlines\">Google will remain firm on third-party cookie deadlines<\/h2>\n<p>\u201cWhile it\u2019s been pushed back in the past, Google will remain firm on its 2024 deadline to remove cookies in Chrome,\u201d said Yahoo\u2019s Chief Revenue Officer, Elizabeth Herbst-Brady. \u201cAdvertisers and publishers need to test more cookie alternatives and identity solutions, at scale and quickly.\u201d<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>\u201cShe added, \u201cWe\u2019ll see more and more testing of different solutions in the first half of 2024 across the board to accelerate preparation. Q3 will likely be a mad dash, in this way, focused on testing, learning, then some adoption. In Q4, we\u2019ll begin to see a convergence toward solutions that are proving to be effective.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-better-ai-guardrails-and-encryption-for-customer-data\">Better AI guardrails and encryption for customer data<\/h2>\n<p>With the third-party cookie phaseout, marketers will adopt new strategies for collecting customer data that include advanced encryption, as well as compliance with the latest privacy regulations.<\/p>\n<p>\u201cIn 2024, brands are gearing up to face new challenges around privacy and ethics with the end of third-party cookies and the advent of new large language models (LLMs),\u201d said Brian Land, VP global sales engineering at search technology company Lucidworks. \u201cThis means they\u2019ll be shaking things up in how they market and handle consumer data privacy. For example, they\u2019ll have to find new methods for collecting user data and be more transparent about how they\u2019re collecting that data.\u201d<\/p>\n<p>He added, \u201cWhen it comes to managing LLMs, marketers will adopt advanced encryption and secure data storage practices to safeguard user information. Rest assured, they\u2019re working hard to get it right \u2014 making sure they follow the rules while still keeping consumers engaged and happy.\u201d<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/why-marketers-should-care-about-consumer-privacy\/\" target=\"_blank\"><strong><em>Why marketers should care about consumer privacy<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-ai-governance-and-value-to-business\">AI governance and value to business<\/h2>\n<p>Organizations that have been experimenting with new AI tools for specific marketing functions will look to connect these technologies and create a centralized feedback loop to avoid \u201cgenAI multiple personality disorder,\u201d said Assaf Baciu, co-founder and Chief Operating Officer for AI communications company Persado.<\/p>\n<p>\u201cBusinesses will start deploying a central GenAI \u2018brain\u2019 to manage the myriad disparate genAI systems currently littered across the tech stack, particularly in marketing,\u201d Baciu said. \u201cThis master brain will bring orchestration and order to AI model training and decision-making, much as CRM did for email, and CDPs are doing for customer data.\u201d<\/p>\n<p>With a better handle on AI\u2019s role in the organization, marketers will move past the testing phase and focus on the value AI brings to the business.<\/p>\n<p>\u201cMore CMOs will zero in on how GenAI can not only be efficient, but also be most effective \u2014 driving actions, conversions, and ultimately revenue,\u201d Michele Nemschoff, Persado\u2019s SVP marketing. \u201cHowever, while GenAI has become a formidable copilot to marketers, make no mistake: humans and AI are better together. Maximizing collaboration between the technology and human teams is the path to performance.\u201c<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-improved-data-management-for-content-supply-nbsp\">Improved data management for content supply\u00a0<\/h2>\n<p>The year ahead will find organizations using AI to ramp up their content <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/2024-predictions-better-customer-experience-is-on-the-way\/\" target=\"_blank\">for more robust customer experiences<\/a>. This means marketers will have to adopt more comprehensive data management so that assets don\u2019t fall through the cracks, and more human time isn\u2019t wasted looking for them.<\/p>\n<p>\u201cWithout the correct metadata or naming conventions as inputs, AI doesn\u2019t have the proper resources to provide relevant results,\u201d said Chris Comstock, Chief Growth Officer for marketing data management company Claravine. \u201cThus, irrelevant, incomplete or inconsistent assets become plentiful and data gaps are seen from content creation all the way to measurement. In 2024 \u2014 no matter the vertical \u2014 data consistency will become a must-have. Brands will finally invest in the adoption and implementation of AI for optimization and measurement while realizing the need for a way to manage all the inputs to their AI and LLMs.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-consumers-will-trade-data-for-value-and-personalization\">Consumers will trade data for value and personalization<\/h2>\n<p>As third-party cookies disappear, marketers will continue to search for more engaging ways to connect with customers. The silver lining is that customers will share their data when there\u2019s a clear value exchange and the interaction with the brand pays off for them. The key is that brands are transparent with users about this exchange.<\/p>\n<p>\u201cA clear majority of consumers want personalized ads and are willing to share the information brands need to make it happen \u2014 if the value exchange is right,\u201d said Steve Dunlop, CEO and founder of AMA \u2013 A Million Ads, a dynamic creative company for audio. \u201cToday, personalization at scale is more accessible, more affordable and more achievable than ever before.\u201d<\/p>\n<p>\u201cAs consumers become more privacy-aware of their online activity and data collected on them, the song and dance between offering a personalized experience while still keeping their information highly secure and private will increase,\u201d said Yandong Liu, co-founder and Chief Technology Officer for conversational marketing company Connectly. \u201cIn 2024, continuing to find the balance between offering an individual customer experience while educating consumers about their privacy rights will be vital to brand development and the customer experience.\u201d<\/p>\n<div class=\"wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-media-text alignfull is-stacked-on-mobile is-vertically-aligned-center\">\n<figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h3 class=\"wp-block-heading has-text-align-center has-text-color\" id=\"h-take-martech-s-2024-salary-and-career-survey\" style=\"color:#000000\">Take Martech\u2019s 2024 Salary and Career Survey<\/h3>\n<p>From AI to layoffs, it\u2019s been quite a year. We\u2019d like to know how it\u2019s been for you. Please take this short survey so we can have your input on the state of martech salaries and careers.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-marketers-use-more-geographic-data\">Marketers use more geographic data<\/h2>\n<p>Another solution in the post-cookie era will be depending more on geographic and localized consumer data, according to Rob Davis, CMO and President of independent agency NOVUS.<\/p>\n<p>\u201cThe premise is simple: birds of a feather flock together,\u201d said Davis. \u201cBy targeting location rather than audience characteristics or anonymized individuals, [geographic targeting] offers a targeting opportunity that is privacy compliant and largely sidesteps the need for third-party cookies.\u201d\u00a0<\/p>\n<p>He added, \u201cBut while the premise is simple, the execution is not. Few agencies and even fewer marketers have the data infrastructure, the personnel, nor the wherewithal to set up campaigns at a zip code level and be able to optimize at extreme granularity. For those that do, it will be a competitive advantage.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-abm-teams-adopt-buying-committee-scoring\">ABM teams adopt buying committee scoring<\/h2>\n<p>With more data to go on from ramped-up content and experiences, enterprise B2B marketers will look for more comprehensive ways to target key groups or committees.\u00a0<\/p>\n<p>B2B marketers will look to go beyond measuring for marketing qualified leads (MQLs) tied to individuals and specific roles in a business. Instead, ABM teams will use qualified buying committee (QBL) scores that identify individuals and weigh them differently in the overall score that determines the likeliness of a committee to buy.<\/p>\n<p>\u201cIn addition to the overall Buying Committee Score, sales teams will also have part of the total sum \u2014 the individual lead scores,\u201d said Karl Van Buren, CEO and co-founder of B2B programmatic platform Audyence. \u201cThis provides them context as to who is most likely to champion their solution, who has little context to the solution being offered, and who may be a blocker. These insights inform a sales approach in a way that traditional lead-scoring models never could.\u201d<\/p>\n<p>He added, \u201cBased on my engagements with hundreds of enterprise marketers and agency team members, enterprise brands have prepared well for cookie deprecation in 2024. The large majority have invested in first-party data strategies that have enabled them to decrease their dependency on cookies.\u201d<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/2024-predictions-data-and-ai-on-marketers-minds\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>In the year ahead, consumer and B2B marketers will be focusing on first-party data strategies to replace their dependence on third-party cookies. Those cookies are retiring in 2024. In early January, Google begins testing a new feature that restricts third-party cookies for 1% of its Chrome users. As the year goes on, more users and [&hellip;]<\/p>","protected":false},"author":3,"featured_media":5992,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-5991","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Data and AI on marketers\u2019 minds - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/data-and-ai-on-marketers-minds\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data and AI on marketers\u2019 minds\" \/>\n<meta property=\"og:description\" content=\"In the year ahead, consumer and B2B marketers will be focusing on first-party data strategies to replace their dependence on third-party cookies. 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