Editorial
The Gist
- Data dynamics. AI in data analysis is pressuring CMOs to synthesize the right data and tools.
- Technological shift. AI in marketing is transforming how marketing teams utilize data for consumer experiences.
- Strategy evolution. AI's influence on CMO's role in marketing strategy demands a new, data-responsible approach.
Can a marketing team ever have too much data? Some CMOs may argue that too much data overly complicates a marketing strategy.
However, I’d contend that in order for a CMO to succeed in the next decade of marketing, they need as much data as possible and that means taking advantage of AI in data analysis.
I’d also argue that there are two better questions to ask. How are you using data? And do you have the right technology, such as AI marketing tools in place to fully make use of it?
Artificial intelligence (AI), machine learning (ML) and real-time data analytics are changing how CMOs use data. Today, there are constantly new martech tools being released to the market, supporting marketing teams by giving them more control over how they use data and helping them create digital experiences that keep the consumer’s overall experience top-of-mind.
Fundamentally, CMOs have access to tools to distill data and use it to improve marketing strategies. But as the role of the data constantly changes and the tools evolve, including AI in data analysis, CMOs are facing a lot of pressure to get the right data and the right tools to work together properly.
AI in Data Analysis and the Role of the CMO
Marketing and data will always go hand-in-hand, and CMOs traditionally have mastered the delicate dance of when to use data to inform strategies and when to set it aside.
But with advancements in AI/ML technologies, marketers have a new dancing partner. In fact, one of the great benefits of generative AI in marketing is how it interprets data and assists marketing teams with reporting. If anything, the problem when it comes to AI in data anlaysis is that there’s never enough data.
In retail, for example, AI and predictive technologies are greatly impacting how CMOs can use data, moving CMOs away from relying on historical sales and customer insights to drive decisions and toward relying on AI models to deliver estimates on future brand performance. Marketers also have access to technologies that look at data in real time, enabling brands to take immediate action when needed.
As these technologies evolve, so too must the role of the CMO. Now, CMOs must help marketing teams identify how to best use the data responsibly. At the same time, since AI can process a range of data sets from social listening to sales data that can unleash a new level of analysis, CMOs need to help teams identify how to make use of this data. Finally, CMOs need advanced tools to enable marketing teams to react quickly and meet customer needs.
Related Article: 10 Potential Data Privacy Pitfalls for Marketers
Technology That Empowers the Role of the CMO
Too often inside a company, the technologies that get used by marketers are decided by IT and developer teams, without the input of marketing.
Case in point, when it comes to brands rolling out new ecommerce capabilities, some technologies limit the role of the marketer and put more tasks onto the developer. Marketing teams spend time developing creative content and digital experience campaigns, but have to sit back and wait for developer teams to complete the work and make it go live online.
The better way here is to shift the mindset. Instead of taking a content-first approach when looking at capabilities, marketers want to take an experience-first approach. This shift can often inspire what’s required to help marketers visually craft experiences, remove the need for coding expertise, and enable marketers to constantly edit or evolve digital experiences.
New technology, including AI in data analysis, needs to support how marketing teams work, understand their needs and help them use data. Only then can marketing teams collaborate with developers to effectively launch digital experiences across web, mobile and IoT that meet and surpass customer expectations.
Related Article: 'The State of the CMO' Report: Key Findings
Harmonizing Data and Technology With Customers in Mind
As technology grows, consumer expectations of how digital experiences meet their needs also grow. Brands need to keep pace with consumer expectations and to do so is with data and fast-acting marketing tools with an experience-first mindset.
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Predictive data and AI in data analysis support marketers, providing intelligence to improve decision-making that is all about what’s best for the consumer. However, CMOs need to ensure that they’re using AI in data analysis and martech tools that put the consumer’s end-user experience first, rather than just building a digital experience based on the content they have. It’s a new way of thinking, but one that can better serve how marketers reach consumers.
The role of the CMO is to manage data, AI and marketing tools that give marketers more control. With those strategic moves in place, CMOs can orchestrate stronger, consumer-focused content.
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