{"id":806504,"date":"2025-01-13T08:47:54","date_gmt":"2025-01-13T06:47:54","guid":{"rendered":"https:\/\/businesstech.co.za\/news\/?p=806504"},"modified":"2025-01-24T11:04:29","modified_gmt":"2025-01-24T09:04:29","slug":"altron-cmo-roundtable-valuable-insights-on-ai-and-precision-marketing","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/industry-news\/806504\/altron-cmo-roundtable-valuable-insights-on-ai-and-precision-marketing\/","title":{"rendered":"Altron CMO Roundtable \u2013 Valuable insights on AI and precision marketing"},"content":{"rendered":"\n<p>The recent Altron CMO Roundtable brought together South African C-level marketing executives and Heads of Marketing to discuss the impact of data, analytics, and AI on precision marketing.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/eu1.hubs.ly\/H0g4TbK0\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Click here to book a demo with Altron\u2019s AI team.<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n<p>Participants shared their current approaches to precision marketing, and it was discovered that different marketing teams are in varying stages of this process.<\/p>\n\n\n\n<p>These marketing leaders highlighted several key challenges that they face with their precision marketing strategies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Data integration and stakeholder buy-in \u2013 <\/strong>It is difficult to integrate data from multiple sources while getting buy-in from all stakeholders.<\/li>\n\n\n\n<li><strong>Data accessibility and storytelling \u2013<\/strong> Data must be consumable, actionable, and easy to present in the form of stories that are meaningful to marketers.<\/li>\n\n\n\n<li><strong>Targeting and audience segmentation \u2013<\/strong> Teams struggle to identify the right segments to target.<\/li>\n\n\n\n<li><strong>Data transparency with media partners \u2013<\/strong> Participants were concerned about the lack of transparency from media partners like Google and Meta.<\/li>\n<\/ul>\n\n\n\n<p>The roundtable then discussed the important strategies that can be used to accurately measure and communicate the tangible impact of marketing on key business outcomes.<\/p>\n\n\n\n<p>It was highlighted that AI and data analytics play a critical role in achieving this, as they can link marketing initiatives with revenue growth and customer lifetime value.<\/p>\n\n\n\n<p>However, there are still challenges when aligning these metrics directly with business goals.<\/p>\n\n\n\n<p>Organisations highlighted possible solutions \u2013 such as integrating data professionals into the marketing team, and experimenting with AI-driven customer behaviour prediction models.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Talent and skills gaps<\/strong><\/h3>\n\n\n\n<p>The marketing leaders also highlighted the urgent demand for data-savvy professionals who have a suitable combination of marketing and data skills.<\/p>\n\n\n\n<p>This is being addressed by upskilling existing professionals and engaging in strategic partnerships where appropriate.<\/p>\n\n\n\n<p>AI is a potential game-changer, but there must be a focus on using the technology where it is actually appropriate, rather than just for the sake of using a trending technology.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Short-term vs long-term<\/strong><\/h3>\n\n\n\n<p>The marketing professionals highlighted that it is important to balance immediate campaign execution demands with a long-term strategic focus.<\/p>\n\n\n\n<p>This is particularly true of AI, which has both short-term and long-term value that must be explored.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In the short-term, embedding predictive analytics into campaign planning helps free up valuable time for high-level objectives.<\/li>\n\n\n\n<li>In the long-term, marketing capabilities must be modernised to remain valuable in an AI-driven world.<\/li>\n<\/ul>\n\n\n\n<p>Teams must be skilled in data and analytics, and approaches must change to account for evolving technologies and data democratisation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Exciting opportunities<\/strong><\/h3>\n\n\n\n<p>The roundtable highlighted that there are two sides to AI.<\/p>\n\n\n\n<p>On one side, it could transform the marketing function entirely and deliver unprecedented value.<\/p>\n\n\n\n<p>On the other side, it introduces complexities in areas like data protection, cybersecurity, and the need for targeted skills.<\/p>\n\n\n\n<p>Continued industry collaboration and regulatory considerations are therefore critical for ensuring that the full value of AI can be leveraged by marketing teams moving forward.<\/p>\n\n\n\n<p><a href=\"https:\/\/eu1.hubs.ly\/H0g4TbK0\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Click here to book a demo with Altron\u2019s AI team.<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The recent Altron CMO Roundtable brought together South African C-level marketing executives and Heads of Marketing.<\/p>\n","protected":false},"author":57,"featured_media":806506,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10459],"tags":[8556,309],"class_list":["post-806504","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","tag-ai","tag-altron"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/806504","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/57"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=806504"}],"version-history":[{"count":3,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/806504\/revisions"}],"predecessor-version":[{"id":808492,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/806504\/revisions\/808492"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/806506"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=806504"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=806504"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=806504"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}