AI is transforming marketing, and one particularly impacted area is data. This is where AI really comes into play, improving analysis, speeding up data crunching and generally saving time and money whilst delivering better outcomes for marketers. Here’s what you need to know.
The Challenge of Business Data
All businesses require a data-driven culture, especially in a world where economies are constantly shifting and consumer trends can switch almost overnight. But although CMOs know that data is their key to success, research shows that 67% of them feel overwhelmed by the prospect of handling the data, and this fear holds them back.
The world is increasingly digitised, but the challenge for businesses is how they deal with the data they’re awash with. More than half of marketers say that they are juggling at least 14 data sources, and nearly half say they spend more time trying to amalgamate data than they do actually analysing it. A further 43% say that the main obstacle to creating a true data-driven culture is that they are struggling to extract meaningful value from the data already in their possession.
What Businesses Are Doing on Response
Businesses know they must update and find solutions to the changing data landscape or they will risk becoming redundant. Many are turning to data analysis company services such as https://shepper.com. These outsourced data management firms can handle, extract and analyse huge amounts of business data in a way that is powerful and compliant. They ensure data is being held and managed in an ethical and legal way that meets all regulatory needs and then transform it into valuable insight that managers can use to drive decisions.
The other trend driving better business adoption is agentic AI, which can speak conversationally and allow marketers to manipulate data without needing to feel like computer programmers to extract the right level of information from systems. This will also help businesses to become more confident at data management, working with specialist outsourced providers and ready systems to actually extract the true value from their vast information databases.