Kantar-利用GenAI使营销洞察力民主化（英）

© Kantar 2024Democratising MarketingInsights by Leveraging GenAICHAPTER 1 Historicalprocess forgeneratinginsightsData present in silos and power-point/excel documents whichtook time. Insights and Marketing teams reached out to vendor partners toget Brand Insights.The historical process of generating Insights from your data had multiple steps involved – The burning question now is: Are we fully leveraging this potential tomake the best data-driven decisions atspeed? The process of getting insights is evolving over time.Need for ‘Accelerated Insights’ is bigger than before.Speed to Insights, Accessibility and Use of data, andefficiency gains are key to drive Brand growth.Synthesis of reports and documents is a manual process andoften Often follow-up queries result in another round of reports beingshared. of marketing and sales leaders advocate for frequent use of GenAI (IAB Study), it’s clear that the future of brand decision-making lies in its ability to provide rapid, optimal insights. requires additional Insight team members to participate to mine. The above resulted in a lot of manual processing of data to churn out insights which often needed multiple heads working on getting the Brand story right. The result was slower speed toinsight, lesser accessibility and use of data, and higher headcount requirement. 91%Steep learning curve and data literacy challenges make it difficultfor business users to adopt in many cases. Potential resources challenges as additional Data Analysts needed toexplore dashboards if the Business questions get complex. Detailed exploration steps to be repeated for any follow up questions. Looking at the research data in conjunction with other Brand data (Sales,Media) requires additional manual synthesis of data and insights. Accessing Insights through dashboards has been a successful way of generating insights,we still see multiple challenges here - With time and technological advancements, data democratisation dashboards have been created which helpmine insights from data on the fly. These viz solutions help interrogating data in a friendly and visual mannerand have become a standard way of interacting with the data in most Insights organisations. CHAPTER 1 and relevant insights. Hence, there is a need to beyond standard dashboards to alternate solutions which can result in a faster and robust decision-making process. Gen AI-based visualisation solutions offer a promising alternative by harnessing the to generate look power of advanced AI techniquescoherent contextuallyWhile Gen AI solutions can be leveraged in anumber of ways, one application relevant toinsights is the ability to understand, generate,and synthesize human-like Insights fromlarge datasets. These solutions can be tailored to specificdomains through fine-tuning techniques,which makes it especially useful for extractinginsights from marketing data. GenAI-basedvisualisation solutions offer a promisingalternative by harnessing the power ofadvanced AI techniqu