Kantar-KAiA (UK)利用GenAI进行互联洞察（英）

Leveraging GenAI for Connected Insights© Kantar 2025 Marketing teams worldwide face a paradox: they collect more data than ever before yet struggle to extract meaningful insights quickly enough to act on them. This disconnect between data abundance and insight scarcity costs businesses opportunities daily. What if everyone in your organisation could access the exact insights they need when they need them, without waiting for reports or mastering complex analytics tools? This new approach is how forward-thinking brands are transforming their decision-making processes.TURN DATA INTO DECISIONS: How AI assistants are democratising marketing intelligence and transforming analysis time from days to secondsAUTHOR:Siddarth Sudhakaran, a senior leader at Kantar, leverages over 16 years of experience in Data Strategy and Advanced AI analytics to drive transformative insights and business growth for Fortune 500 companies.© Kantar 2025 | 02Making decisions with fragmented data costs marketing teams time, money, and opportunities. When data sits isolated across different systems, your organisation misses the connections that reveal the most valuable insights. Connecting data across your organisation reveals patterns that individual datasets hide, giving you the foundation for smarter marketing strategies, deeper customer understanding, and sustained business growth. COMPLETE CUSTOMER UNDERSTANDINGWhen your data works together instead of sitting in separate systems, you see your customers as whole people with specific needs and behaviours. Your marketing and insights teams track complete customer journeys rather than disconnected snapshots by connecting first-party, third-party, and real-time data from various consumer touchpoints. This unified view creates more accurate consumer segmentation, precisely targeted messaging, and campaigns that genuinely connect with their intended audience.EVIDENCE-BASED DECISION MAKINGMarketing decisions based on assumptions waste resources. Connected data replaces guesswork with certainty, moving teams from feelings and anecdotes to clear evidence. Unified data exposes trends, accurately tracks performance, and allows for course corrections when strategies need adjustment. Connected data gives you the clarity to make confident decisions from refining customer acquisition approaches to measuring campaign effectiveness.INDIVIDUAL ATTENTION AT SCALECustomers increasingly expect messages and experiences that speak directly to them. Creating these individual connections with thousands or millions of customers only becomes possible when data flows across platforms and sources. With access to a customer’s complete story, including demographics, stated preferences, behaviours, and purchase history, marketing teams craft content, offers, and communications built for specific people, strengthening relationships and building genuine loyalty.RESOURCE OPTIMISATIONConnected data directs your resources where they deliver