KAiA (UK)利用GenAI进行互联洞察（英）2025

Leveraging GenAI forConnected Insights TURN DATA INTO DECISIONS: How AI assistants are democratising marketingintelligence and transforming analysis timefrom days to seconds Marketing teams worldwide face a paradox: theycollect more data than ever before yet struggle toextract meaningful insights quickly enough to acton them. This disconnect between dataabundance and insight scarcity costs businessesopportunities daily. What if everyone in your organisation couldaccess the exact insights they need when theyneed them, without waiting for reports ormastering complex analytics tools? This new approach is how forward-thinking brandsare transforming their decision-making processes. AUTHOR: Siddarth Sudhakaran, a senior leader at Kantar, leverages over 16 years of experience in DataStrategy and Advanced AI analytics to drive transformative insights and business growth forFortune 500 companies.© Kantar 2025|02 UNLOCKING BUSINESS VALUE:How Connected Data Transforms Marketing INDIVIDUAL ATTENTION AT SCALE Making decisions with fragmented data costsmarketing teams time, money, and opportunities.When data sits isolated across different systems,your organisation misses the connections thatreveal the most valuable insights. Connecting dataacross your organisation reveals patterns thatindividual datasets hide, giving you the foundationfor smarter marketing strategies, deeper customerunderstanding, and sustained business growth. Customers increasingly expect messages andexperiences that speak directly to them. Creatingthese individual connections with thousands ormillions of customers only becomes possible whendata flows across platforms and sources.With access to a customer’s complete story,including demographics, stated preferences,behaviours, and purchase history, marketingteams craft content, offers, and communicationsbuilt for specific people, strengtheningrelationships and building genuine loyalty. COMPLETE CUSTOMER UNDERSTANDING When your data works together instead of sittingin separate systems, you see your customers aswhole people with specific needs and behaviours.Your marketing and insights teams track completecustomer journeys rather than disconnectedsnapshots by connecting first-party, third-party,and real-time data from various consumertouchpoints. This unified view creates moreaccurate consumer segmentation, preciselytargeted messaging, and campaigns thatgenuinely connect with their intended audience. RESOURCE OPTIMISATION Connected data directs your resources where theydeliver actual results. By bridging information fromsales, marketing, customer service, and otherdepartments, you quickly identify which effortsyield worthwhile returns and which needreassessment. This approach ensures marketingbudgets produce measurable outcomes ratherthan disappearing into questionable initiatives. EVIDENCE-BASED DECISION MAKING BREAKING DOWN DEPARTMENT BARRIERS Marketing decisions based on assumptions wasteresources. Connected data replaces guessworkwith certainty, moving teams from feelings andanecdotes to clear evidence. Unified data exposestrends, accurately tracks performance, and allowsfor course corrections when strategies needadjustment. Connected data gives you the clarityto make confident decisions from refiningcustomer acquisition approaches to measuringcampaign effectiveness. Data trapped in departmental silos createscontradictions and missed opportunities. Whendata connects across sources, previously separateteams work from the same evidence base.Marketing, sales, and insights departmentscollaborate with a shared understanding, viewingcustomer interactions through alignedperspectives. This connected approach createsconsistency across customer touchpoints andbuilds organisational momentum. ADAPTABILITY AND FORWARD PLANNING Markets and consumer behaviours constantlychange, rewarding organisations that adaptquickly. Connected data creates the foundationfor rapid response, giving marketing teams theinsights needed to adjust strategies based onemerging trends and changing consumer needs. By making information accessible and actionable,businesses prepare for future shifts rather thanmerely reacting to past events. Let’s examine how this works in practice. Considerthis key brand question: “How is my brandperforming?” Looking across datasets to get acomprehensive brand view is key. Imaginedoing this across all your brands for multiplecategories and markets and making decisionsat speed. AI can make this happen! UNLOCKING BUSINESS VALUE:How Connected Data Transforms Marketing While GenAI has only recently enteredmainstream business applications, marketingteams are adopting it rapidly. Indeed, GenAI’sfuture impact on marketing scored 9 out of 10 inKantar’s Consulting Practice’s recent qualitativestudy of over 50 marketing and capability leadsworldwide. According to McKinsey’s Global Survey,nearly three-quarters of responding organisationsuse GenAI regularly in at least one businessfunction. Fu