13.01.2025

Altron CMO Roundtable – Valuable insights on AI and precision marketing

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.

Participants shared their current approaches to precision marketing, and it was discovered that different marketing teams are in varying stages of this process.

These marketing leaders highlighted several key challenges that they face with their precision marketing strategies:

  • Data integration and stakeholder buy-in – It is difficult to integrate data from multiple sources while getting buy-in from all stakeholders.
  • Data accessibility and storytelling – Data must be consumable, actionable, and easy to present in the form of stories that are meaningful to marketers.
  • Targeting and audience segmentation – Teams struggle to identify the right segments to target.
  • Data transparency with media partners – Participants were concerned about the lack of transparency from media partners like Google and Meta.

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. 

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.

However, there are still challenges when aligning these metrics directly with business goals.

Organisations highlighted possible solutions – such as integrating data professionals into the marketing team, and experimenting with AI-driven customer behaviour prediction models.

Talent and skills gaps

The marketing leaders also highlighted the urgent demand for data-savvy professionals who have a suitable combination of marketing and data skills.

This is being addressed by upskilling existing professionals and engaging in strategic partnerships where appropriate.

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.

Short-term vs long-term

The marketing professionals highlighted that it is important to balance immediate campaign execution demands with a long-term strategic focus. 

This is particularly true of AI, which has both short-term and long-term value that must be explored. 

  • In the short-term, embedding predictive analytics into campaign planning helps free up valuable time for high-level objectives.
  • In the long-term, marketing capabilities must be modernised to remain valuable in an AI-driven world. 

Teams must be skilled in data and analytics, and approaches must change to account for evolving technologies and data democratisation.

Exciting opportunities

The roundtable highlighted that there are two sides to AI.

On one side, it could transform the marketing function entirely and deliver unprecedented value. 

On the other side, it introduces complexities in areas like data protection, cybersecurity, and the need for targeted skills.

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.

Click here to book a demo with Altron’s AI team.

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