AI Guide: Multiply expertise – Think with Google [Video]

Design a data strategy

Agencies are learning that one of the most powerful applications of AI lies in its combination with brands’ first-party data. According to Forrester, more than two-thirds of agencies said that making better use of first-party data is a high-priority or critical-priority initiative for their clients over the next 24 months.¹

First-party data is:

• High quality, because a brand receives its data right from the source — its customers.
• Relevant, because the data relates directly to the products a brand sells and the customers who buy those products.
• Unique, as no other company has the same customer data.