CES 2025 is expected to showcase the ways that technology companies and makers of consumer electronics are adopting artificial intelligence to improve their products and services. For AI to be effective for advertisers and marketers, it needs high-quality data.
“One of the things that hasn’t been talked about enough, perhaps, is the data that goes into AI,” Gillian MacPherson, vice president of product at Publicis Groupe’s Epsilon, said in this interview with Beet.TV contributor Rob Williams.
“If you don’t have good data in, you’re not going to get good results,” she said. “So, really important to ensure that you’ve got data in there that is comprehensive, that it’s accurate, and gives unique insights, which ultimately fuels the performance of all of those AI models people are trying to use within their marketing activities.”
Consumer Perspective
As a data company, Epsilon continually seeks to ways to help clients harness information for better decision-making in their marketing strategies.
“When we’re coming into CES, what we like to think about is from a consumer perspective,” MacPherson said. “We work with marketers to help them have one voice and one message as they go across their owned, earned and paid media channels … It’s important for them to understand consumers, engage with them and learn with them from every interaction.”
A key part of a data-marketing strategy is to devise a singular brand voice when communicating with consumers.
“How are they talking to consumers, where are they talking to them, how often are they talking to them and how much are they spending to talk to them?” MacPherson said, “then ultimately, one voice to the consumer at the individual level to engage in an ongoing dialogue that transcends and is consistent across devices, channels and time.”
You’re watching “The Road to CES 2025: It Starts with Consumers”, a Beet.TV Leadership Series, presented by Epsilon. For more videos from this series, please visit this page.
