Data collection is an essential task for many companies, but it is often done in a disorganized way. According to the study “The Growth Report 2024” of Twilio, although 85% of companies globally give preference to the collection of primary data, obtaining a 360º vision of the client remains a complex challenge.
The report reveals that 71% of companies believe that artificial intelligence (AI) would be more useful if they have access to higher quality data. The ability to process large volumes of dispersed information on different platforms at high speed allows better user understanding and improves interactions. In this way, this technology can overcome the limitations of traditional tools for data analysis, transforming gross information into practical knowledge that optimizes customization.
«The figures indicate a clear connection between the effort to make a better use of the data of origin and the need for AI to have access to high quality information. Therefore, the better the data with which let’s feed it, more intelligent will be our artificial intelligence. Our customer data platform (CDP) allows you to capture and channel essential data for our AI tools, improving campaigns to ensure that they reach the right target at the right time, ”says Vaith Schmitz, main solutions engage on Twilio Segment.
Data collection with AI
To simplify the task of collecting customer data, it is crucial to build profiles with key identifiers, collect the history of purchasing and returns, and the answers to emails. The use of a data platform together with AI can transform this process, automating workflows and adding value. AI acts as a professional organizer, classifying and categorizing information to create a cohesive database. In addition, it improves the collection work filtering the noise and suggesting new forms of application.
85% of companies prioritizes the collection and use of data, but does not do so through a complete vision of the client
Once the data is collected and organized, it is essential to use them to achieve real -time results. The combination of a client data platform (CDP) with AI can transform data activation, improving the effectiveness of the strategies. CDP as Twilio Segment convert gross data into a valuable asset by unifying and channeling user information, maximizing its use and facilitating more personalized experiences. This is essential to retain customers and loyalty to them in the long term. The automation provided by AI allows companies to focus on the development of strategy and creativity, eliminating the most tedious tasks.
Enrichment of profiles and privacy
An enriched profile or “golden profile” is a precise and dynamic representation of the client, continuously perfected by new data and interactions. The integration of data stored with predictive and the use of reverse ETL (extract, transform, load) significantly improves these profiles, resulting in highly personalized experiences in real time and an increase in benefits. The AI carries this enrichment one step further by creating golden profiles that evolve with each new customer interaction, capturing precise and useful data to boost hyperpersonalized experiences. This process also implies collecting information from various sources and guaranteeing its quality, eliminating duplicates and inconsistencies.
Although AI offers unprecedented opportunities to improve efficiency in various industries, data privacy remains a notable obstacle. Some current strategies to address this problem include compliance automation, where AI is able to analyze and adapt to legal changes; the improvement of safety through encryption and abnormalities detection; and simplified consent, through tools capable of analyzing preferences and being more transparent in consent options.
Intelligent organization
Modern purchase trends require companies to offer dynamic and personalized experiences. The process of organization and design of campaigns adapted to the behaviors and preferences of each client can be arduous. However, AI significantly facilitates this process through the use of predictive analysis, real -time customization and optimization. Thus, companies can transform the data into millions of highly effective tours for each client.
Construction of Smart Hearings
Artificial intelligence has transformed the way we address the information, going beyond traditional demographic data to build audiences based on habits, preferences and even prediction of future actions. This process can take place in real time, allowing the realization of new campaigns in minutes, based on the decisions that users are taking at that time. The dynamic segmentation of the audience, the use of similar audiences and the possibility of identifying when a client is no longer loyal and is about to leave, to recover it, they are possible thanks to the AI.
