Unveiling Insights: Answers to Your Burning Questions from the Summit
The Global Virtual MarTech Summit, held on 19 February 2025, brought together marketing and technology leaders from both the EMEA and APAC regions to discuss the evolving MarTech landscape. With an impressive lineup of 35+ speakers across industries, the summit tackled critical themes such as Next-Gen Marketing, AI Agents, Breaking Free from Legacy, Navigating the Social Landscape, MarTech Predictive Analytics, The Architecture of Trust, CRM, Data Analytics & Personalisation, Omnichannel Engagement, AI-Driven Customer Experiences, and Data Optimisation.
Now, welcome to our summit’s aftermath—Join us as we unravel the mysteries and shed light on the lingering questions posed to the brilliant speakers who captivated us during the summit!
Unanswered Q&A from Global Virtual MarTech Summit
Panel Discussion| [Data Integration] Connecting the Dots for a Unified Customer View
Speaker:
Shivani Tiwari, Head of Growth & Digital Marketing, AJIO.com
❓Do you use AI for data cleaning? Could you give an example?
We use in-house models that help clean data at scale – like understanding user data needs for us to clean some user identifiers and remove duplicates where multiple devices are attached to the same user or multiple email ids in such cases, you clean data to create a primary identifier for user id for platform and add all Email phone number etc as secondary columns to the same.
❓How about Data governance and ownership of data?
Ideally, this should be housed with a central team that works cross-functionally and not just with IT or Analytics, with POCs represented from each function. A common working group is the best way for data ownership to be democratised.
❓With these 2 challenges remaining a major concern, how will the mindsets of these decision-makers be able to ‘move on’ or ‘progress’ so that they are AI-ready?
Decision-makers need to adopt an AI-ready mindset by shifting from a risk-averse, legacy-driven approach to a more experimental, adaptable, and data-driven perspective. To move on from existing challenges and embrace AI, they must build AI literacy across leadership teams. And focus on moving away from perfectionism to an agile experimentation culture.
- Encourage leadership to understand AI’s potential beyond automation—enhancing decision-making, personalisation, and operational efficiency.
- AI adoption should solve specific pain points (e.g., reducing churn, increasing conversions) rather than being implemented for the sake of trend-following.
- AI is not just for IT teams. Marketing, sales, operations, and leadership should work together to integrate AI into decision-making processes.
❓Which team handles data cleaning in your organisation? What tools do they use?
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Throughout the event, your inquiries ignited conversations and fueled our curiosity. Your engagement has truly enhanced the experience for all involved. For those unable to attend the live sessions or wanting to revisit the insightful discussions and presentations, we invite you to access the BEETc On-Screen on our learning platform. Let’s continue to connect, learn, and grow together, fostering innovation and excellence in the ever-evolving landscape of marketing technology. We eagerly anticipate welcoming you back at future events. Of course, there are more exciting in-person events throughout the year, please visit:
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Last updated: March 2025
