Customers are waiting today personalized and relevant experiences that directly respond to their needs and interests. During a recent Altron The CMO Roundtable, hosted in partnership with TechCentral, brought together senior marketing leaders to discuss how data, analytics and AI are shaping the future of precision marketing.
The theme of the round table, From Data to Decisions: Harnessing AI for Smarter Marketingfostered an informative conversation on the opportunities, challenges and strategies to optimize revenue generation in a world where data and AI are the key drivers of success, with participants sharing valuable insights into their practices, challenges and current aspirations for the future of the data-driven customer. engagement.
Precision marketing and AI: current realities
The panel discussion opened with participants sharing their current approaches to precision marketing. Some marketing teams have successfully implemented data-driven strategies, while others are just getting started. The main challenges that have emerged include:
- Data integration and stakeholder buy-in: One of the most cited obstacles was the difficulty of integrating data from multiple sources, such as CRM systems, social media and customer support platforms. Beyond technical integration, participants highlighted the importance of involving a wide range of stakeholders from the outset. Starting with small-scale projects or proofs of concept (POC) was seen as an effective way to demonstrate the value of data-driven marketing, build relationships across departments, and ensure alignment before making evolve initiatives. By clearly communicating the expected outcomes of data insights early on, teams can foster a collaborative culture and facilitate stakeholder adoption.
- Data Accessibility and Storytelling: Another common theme was the need for data to be consumable and actionable. Participants noted that while data teams have the technical expertise to gather insights, they often lack the storytelling capabilities to make those insights meaningful to marketers. Conversely, marketing teams, while skilled at communication, may lack the technical skills needed to interpret complex data. Closing this gap is critical, and some organizations are experimenting with integrating data professionals within marketing teams to foster a culture of collaboration and cross-functional learning.
- Targeting and audience segmentation: Many teams face challenges in identifying the best segments to target. A phased approach, in which internal stakeholders serve as the initial test audience for campaigns, has become a popular strategy for refining targeting before expanding to external audiences. This approach helps organizations refine their data-driven strategies in a controlled environment.
- Data transparency with media partners: Participants expressed concerns about the lack of transparency in tools provided by media partners like Google and Meta. Although these platforms offer valuable algorithms, they often operate as “black boxes,” making it difficult for marketers to fully evaluate their effectiveness. Participants want to benefit from increased visibility into the processes and algorithms of these platforms in order to better exploit their potential.
Measuring the impact of marketing on business results
Accurately measuring and communicating the impact of marketing on business results remains a priority. Participants discussed strategies for translating campaign success into measurable, meaningful results that resonate with senior management. AI and data analytics play an increasingly central role in connecting marketing initiatives to revenue growth and customer lifetime value, but challenges remain in aligning these metrics with business objectives.
One organization demonstrated the benefits of integrating data professionals into its marketing team, including renaming the department to reflect its broader focus on revenue growth. This integrative, data-driven approach helped the organization reframe its value proposition to gain competitive advantage, enabled it to optimize its pricing strategies based on customer segmentation and price sensitivity, and even monetize its data by sharing information with customers. Other organizations are experimenting with AI-powered customer behavior prediction models that enable greater personalization, which improves customer loyalty and drives measurable results.
Participants also recognized the potential to monetize data beyond their own ecosystems, creating value for both organizations and their customers.
Bridging talent and skills gaps
As marketing evolves and relies heavily on data and AI, the demand for data-savvy talent becomes increasingly urgent. Participants highlighted the difficulty of recruiting people with the right mix of marketing and data skills. Many are filling this gap through skills development initiatives and strategic partnerships.
The discussion highlighted the importance of a problem-centric approach to AI adoption, focusing on clear use cases rather than the technology itself. While generative AI tools like ChatGPT have democratized data analysis, their open-ended capabilities can sometimes overwhelm users, leading to “analysis paralysis.” Organizations recognize the need for ongoing training and rapid, efficient engineering to maximize the potential of these tools. Participants highlighted the value of structured training programs to build marketers’ confidence in using AI and data analytics. Suggestions included deploying AI champions within departments to provide hands-on support and creating experiential learning opportunities to develop skills through real-world applications.
Balancing short-term execution with long-term strategy
Balancing the immediate demands of campaign execution with long-term strategic direction remains a significant challenge. Participants highlighted that while AI can streamline processes in the short term, it also has the potential to drive broader strategic goals, such as customer journey mapping and lifecycle management.
To help marketing teams move from day-to-day execution to long-term strategy, participants suggested integrating predictive analytics into campaign planning and investing in tools that enable automated decision-making. These tools can free up valuable time allowing marketers to focus on high-level goals, such as brand differentiation and customer engagement.
Modernizing Marketing Capabilities for the Future
Looking to the future, the panel highlighted the importance of modernizing marketing capabilities to remain competitive in an AI-driven world. This not only involves upskilling teams in data and analytics, but also rethinking the organization’s marketing approach. With the democratization of data, organizations must establish clear data governance frameworks, ensure ethical use of data, and address intellectual property issues associated with generative AI. Participants recognized the need for robust policies to guide ethical data sharing, protect customer privacy, and maintain brand integrity.
Participants also noted the changing role of marketing agencies. As organizations gain direct access to data and information, they increasingly view agencies as implementing partners rather than strategic advisors. This shift is leading many companies to bring their strategy in-house while outsourcing campaign execution to agencies, ensuring that data insights closely align with internal brand and company goals .
The Future of AI in Marketing: Challenges and Opportunities
A recurring theme was the potential for AI to completely transform the marketing function. However, participants recognized that rapid advances in AI also introduce complexities, such as data protection and cybersecurity concerns. Additionally, while AI tools are promising, their effectiveness relies heavily on human input. There is a growing need for marketing teams to become comfortable with AI tools, which may require a cultural shift that encourages curiosity, experimentation and continuous learning.
Participants also discussed the broader marketing ecosystem in South Africa, noting that while AI has the potential to drive collective growth across all sectors, a cohesive framework for data integration is lacking. There has been a call for a national or sector-level framework to help South African businesses harness data more effectively for the benefit of customers and the economy as a whole.
Ultimately, the future of precision marketing will require a balance of technical acumen, ethical considerations, and a deep understanding of the customer journey. By establishing strong data governance, fostering a culture of collaboration and continuous learning, building internal capabilities, and preparing for changing dynamics between internal teams and external partners, organizations can leverage the power of AI to drive impactful, data-driven marketing. strategies that resonate with today’s increasingly demanding customers.
TechCentral and Altron Group thank everyone who participated in the roundtable.
