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  "documentTitle": "2023 Global Marketing Trends",
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      "text": "If you want to do really good personalized and automated marketing, you need help from your IT colleagues, you need data colleagues, and the systems have to talk together.",
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      "text": "While AI and other algorithms can help improve personalization at scale, these capabilities should also be paired with other human-centered methodologies, such as behavioral science or ethnography, to build a complete picture of the customer and uncover the why behind the data. Cristian Cabello, CMO of main Latam car dealer Derco, stressed the importance of a joint methodology: \"Data will lead us to the points of contact with advertising [that] are increasingly personalized and more relevant—but here I also have to be emphatic that artificial intelligence isn't enough for us to put together models, if we don't combine or accompany it with a deep human knowledge through ad hoc research of our clients. The key to generating this personalization is with a correct understanding of the client, mixing data with research on the client's experience.\"4",
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      "text": "Our survey results indicate that the majority of CMO respondents currently do not have such capabilities in place—but this is set to rapidly change. Thirty-eight percent of CMOs are looking to deploy the capabilities that enable this type of personalization within the coming year, with another 12% within two years5—signaling a major shift for the field of marketing.",
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      "text": "It's important to note that these types of detailed segments are fluid and evolving, so dynamic segmentation becomes critical. However, through AI and machine learning, combined with experimentation and a test-and-learn culture, brands can dynamically tune their marketing and messaging based on ever-changing consumer behavior.",
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      "text": "—Antonia Lepore\nchief marketing officer, AXA",
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      "text": "Implementing these systems successfully can require coordination and end-to-end integration within the organization. Antonia Lepore, CMO of AXA, stresses this point: \"If you want to do really good personalized and automated marketing, you need help from your IT colleagues, you need data colleagues, and the systems have to talk together.\"3",
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      "text": "If you want to do really good personalized and automated marketing, you need help from your IT colleagues, you need data colleagues, and the systems have to talk together. —Antonia Lepore, chief marketing officer, AXA",
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