In today’s marketing world data plays the pivotal role. It helps you analyze and target the potential customers in a way that you can get the desired results.

ReadWrite contributor Brad Anderson has shared three ways to help marketers integrate data with Artificial Intelligence.

Anderson says, “For these reasons and more, making the most of your data is critical to enhancing overall performance. These three strategies should drive your approach to data and AI integration.

1. Task your team to do the tough thinking.

AI can provide an adaptive and customized user experience with a speed and precision that cannot be achieved by human customer service reps. Particularly because software can connect customer data from a variety of sources — social media and website use being two of the biggest — AI can help place and modify advertising in a way that matches well to particular users and shapes their purchasing decisions.

But that’s actually good news on the personnel front because you’ll need your human marketers to allocate their energy to things like determining long-term strategy and designing customer experience. As Norm Johnston, global CEO and chief digital officer of Mindshare, observes, “The rapid evolution of AI in media will enable our people to focus on innovation and intelligence rather than repetition and reports.”

2. Build data collection into your product.

In the initial design of your product, be it a physical object or an application, you should already be thinking about ways to collect data from the end user”.

Marketers, You’re Wasting Your Data