Artificial intelligence has become an indispensable tool for marketers by bringing personalization, efficiency and scale to omnichannel strategies. Whether it’s tailoring offers in real time or orchestrating the perfect mix of touchpoints, AI makes it possible to turn sprawling data into focused action.
To train these models, brands are increasingly turning to their own first-party data. That’s a good start. But no single dataset can capture the full complexity of today’s customer journey. First-party data reflects what a brand already knows, but not necessarily what it needs to know. That’s where high-quality third-party data becomes essential: to fill in the gaps, extend visibility and ensure that AI-driven insights are both complete and representative.
Here are three real-world scenarios that illustrate how third-party data plays a critical role in training better AI for marketing.