This episode features an interview with Jacqueline Woods, CMO at Teradata, the connected multi-cloud data platform for enterprise analytics, solving data challenges from start to scale.

In this episode, Jacqueline talks about the new age of personalization, why AI should not be held accountable, and reminds us that data in technology is only as good as the data put into it. Jacqueline also shares how data is like water and paints a picture of her vision for a unified, frictionless customer experience. 

Key Takeaways: 

• Personalization is key. One size does not fit all, so dimensional personalization has become so much more important in recent years. There are greater expectations amongst customers when it comes to their digital experiences and how they engage with companies, and it’s important to be aware of these changes and leverage them in marketing strategies.
• AI isn’t responsible. When we talk about “responsible AI” we have to remember that it cannot be responsible - it’s a technology. So, AI can be trusted, but people need to be responsible. And when people are responsible, they can begin to create an environment of trust for users.
• Prepare for the AI driven enterprise. Teradata’s estimate is that AI will drive most of our experiences by 2030 and a lot of companies feel disorganized in this area. Data is currently extremely siloed, so the first step is to cultivate a connected enterprise.

Quote: 

“How do you know you're moving the needle? I mean, when we started this conversation with Forbes, it literally was around the same time last year, and my pitch to them was the following: There are a lot of people that say data is the new oil, data is gold, data is this, and I said, you know, my own belief is that data is like water is because this planet is over 72% water. That is what the earth is comprised of. The usable water that you can use on this planet is 2.5%. Most of that is in glaciers, which means that the real usable fresh water is 3 tenths of 1%. And so when you think about data, and all the data that's out there in the world, about 90% of the data is like data that's duplicated or replicated and how much of the core data is new data and information that you can use? And when you distill it down, it probably is very similar to water where the usable data that you can use, once you filtered it, cleaned it, harmonized it, associated it with the right things is probably less than 2 or 3% and that takes a lot of work. And at the end of the day, our thematic or our core belief is that we believe that people thrive when empowered with the right information. People don't always necessarily use the right information when they get it. But if they had it, and they were able to use it, they would actually be better off.”

Episode Timestamps: 

*(05:06) - The Trust Tree: The cloud has changed marketing forever

*(30:05) - The Playbook: AI needs to be trusted and people need to be responsible

*(46:57) - The Dust Up:

*(49:54) - Quick Hits: Jacqueline’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Jacqueline on LinkedIn
• Read: Enterprise 2030: Building the AI-powered company of the future
• Learn more about Teradata
• Learn more about Caspian Studios