Marketers have an opportunity to win competitive advantage by laying a resilient data foundation. The success of AI projects often depends on overcoming key challenges related to data quality, governance, ethics, and customer experience.

A strong data foundation also supports advanced frameworks for measuring marketing effectiveness, such as MMM, incrementality, and cross-channel impact (e.g., Total Video, Retail Media, 1st P). It also enhances personalization and creative automation. These foundations extend to the organization, advocating for agile, data-centric structures that accelerate transformation.