Managing Director of the DMA, Rachel Aldighieri writes in Decision Marketing predicting AI as the next real advance for targeted marketing in 2017 and beyond. It’s really good for our industry to have visionaries looking outwardly at the opportunities afforded by technology, and in this case, equally good to see a crossover from consumer entertainment (gaming) back into business!
But we worry about the rush to adopt new technology without establishing firm foundations – AI relies on being fed accurate base data to interpret, and we still see so many data sets that are lacking in completeness, accuracy and recency.
It may not be sexy, but don’t forget that the latest technology probably still depends on a sound data strategy and data platform.
And we all know the risk of building houses on sand.
All the best for 2017!