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Matthew Biboud-Lubeck , General Manager EMEA , Amperity

WHEN COMPANIES HAVE SEVERAL VERSIONS OF THE SAME PERSON , WITH A HISTORY OF THEIR SALES AND INTERACTIONS SPREAD ACROSS DUPLICATE PROFILES , IT BECOMES DIFFICULT TO PERSONALISE COMMUNICATIONS EFFECTIVELY .

This , in effect , creates an architecture that allows businesses to access , read and make use of data , wherever it resides – and there are many benefits to be gained from this approach . For instance , it can save businesses a huge amount of time copying data from one system to another , as they no longer need to extract , transfer and load data to make it usable .

A lakehouse architecture also enables AI to view across multiple systems using a ‘ zero-copy ’ approach . This method allows companies to quickly consolidate data to build accurate customer profiles , enhancing their ability to understand and serve their clientele .

Resolving messy data

The ability to use AI in this way is helping to resolve a common problem that many large companies face – having customer data spread all over the place . Companies that want to build a unified customer profile to help personalise their communications often need to draw data from multiple sources – such as POS , e-commerce platforms , email campaigns , customer surveys , CRM systems , etc .

Added to this complexity is the fact that data is often highly inconsistent . For instance , it is not unusual for customers to use nicknames or abbreviations when interacting with companies via different touchpoints . It is possible that a business could have the same person recorded as Mr B . H . Jones , William Jones and billyj @ hotmail on three separate systems .

When companies have several versions of the same person , with a history of their sales and interactions spread across duplicate profiles , it becomes difficult to personalise communications effectively .

How AI generates insight

It requires a different type of AI model to GenAI to unify customer profiles . But , when it ’ s possible to read data across various systems , these AI models can view every piece of information that the business holds on a customer and stitch that together .

These trained AI models can also find connections between multiple data points , so companies can determine whether William Jones and billyj @ hotmail are one and the same person .

This provides a 360-degree customer view that enables businesses to see every touchpoint in an individual ’ s journey , from the first interaction to the last purchase . A unified view makes it possible to draw insights from past behaviour and predict what each customer is likely to buy next – which is a clear advantage when building out marketing campaigns .

30 Intelligent SME . tech