71% of companies believe that AI needs better data

Data collection is a common task for many companies, but, often, it is done in a disorganized way. According to the study The Growth Report 2024performed by Twiliothe client commitment platform that drives personalized experiences in real time for today’s leading brands, although 85% of companies Global level gives preference to primary data collection, obtaining a 360º vision of the client is a task complex.

In addition, the report establishes that the 71% of companies believe that IA It would be more useful if you have access to higher quality data. By allowing the processing of large volumes of dispersed information on different platforms at high speed, a better understanding of the user can be obtained and improved interactions. In this way, thanks to AI, the limitations of traditional tools for data analysis could be overcome. Artificial intelligence can improve all aspects of a client data strategy, transforming gross information into practical knowledge that optimize customization, through good practices such as:

Collect the most significant customer information

Build Profiles with key identifierscollecting the history of purchases and returns and the responses to emails are actions that simplify the task of collecting customer data. However, the use of a Data platform attached to Use of AI You can transform this process, automating workflows and adding value. On the one hand, AI can act as a professional organizer, classifying and categorizing information to create a cohesive database. On the other hand, it improves the collection work filtering the noise and suggesting new forms of application.

Activate real -time data

Once the data has been collected and organized, the information must be used to achieve real -time results. The combination between a Customer Data Platform (CDP) With IA can transform data activation, improving the effectiveness of strategies. CDP as Twilio Segment They are able to convert gross data into a valuable asset when unifying and channeling user information, maximizing their use and facilitating more personalized experiences. This is essential when retaining customers and loyalty in the long term. In addition, automation provided by AI allows companies to focus on the development of strategy and creativity, eliminating the most tedious tasks.

Enrich customer profiles

An enriched profile or “golden profile” is a precise and dynamic representation of the client, continuously perfected by new data and interactions. Along these lines, the integration of data stored with The predictive and the use of Inverse etl (Extract, transform, load) significantly improves these profiles, resulting in highly personalized experiences in real time and an increase in benefits. The AI ​​carries this enrichment one step further by creating golden profiles that evolve with each new customer interaction, capturing precise and useful data to boost hyperpersonalized experiences. And the process also implies collecting information from various sources and guaranteeing its quality, eliminating duplicates and inconsistencies.

Guarantee the privacy of information

Although AI offers unprecedented opportunities to improve efficiency in various industries, data privacy remains a notable obstacle. Some current strategies to address this problem include compliance automationwhere AI is able to analyze and adapt to legal changes; the improvement of security, by encryption and detection of anomalies; and simplified consent, through tools capable of analyzing preferences and being able to be more transparent in consent options.

Offer intelligent organization

Modern purchase trends require companies to offer dynamic and personalized experiences. The process of organization and design of campaigns adapted to the behaviors and preferences of each client can be arduous work. However, AI can significantly facilitate the process, thanks to the use of predictive analysis, real -time customization and optimization. In this way, it is possible for companies to transform data into millions of highly effective routes for each client.

Build intelligent audiences

The artificial intelligence It has transformed the way we address the information, going beyond traditional demographic data to build audiences based on habits, preferences and even prediction of future actions. This process can take place in real timeenabling the realization of new campaigns in minutes, based on the decisions that users are taking at that time. The dynamic segmentation of the audience, the use of similar audiences and the possibility of identifying when a client is no longer loyal and is about to leave, to recover it, they are possible thanks to the AI.

To Vaith Schmitz, Principal Solutions Engineer en Twilio Segment: «The figures indicate a clear connection between the effort to make a better use of the data of origin and the need for AI to have access to high quality information. Therefore, the better the data with which let’s feed it, more intelligent will be our artificial intelligence. Our customer data platform (CDP) allows to capture and channel essential data for our AI tools, improving campaigns to ensure that they reach the right target at the right time ».