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KEYNOTE
HOUSTON, TX ~ MAY 13 - 14, 2024
DIGIMARCONSOUTH.COM | #DigiMarConSouth
How To Navigate AI: The
Future is Yours to Define
Tim Hayden
CEO
BRAIN+TRUST PARTNERS
Master Data Management &
Future Readiness
May 14, 2024
Tim Hayden
CEO, Brain+Trust, a Next Practices Group company
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
Data + Business Transformation Impacts
Revenue Throughout the Organization
Disinformation
+ Misinformation
Convergence of
Operations + Logistics
Bots + Automation
Changing
Organizational
Structures
Globalization of
Stakeholders + Public
Policymaking
Disparate
Systems + Platforms
Rapid Technology
Evolution
CRITICAL DIGITAL
TRANSFORMATION
TRENDS
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Marketing segment trends and challenges
Omnichannel engagement Personalization and customer
journey analytics
Price transparency from
comparison engines
Supply chain
continuity
Brand loyalty vs.
value shopping
Data privacy, preference, and
consent management
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
Consumer Actions
Consumers are consistently choosing to opt
out of third-party tracking and data storage:
• Ad blockers
• Clearing browsing history
• Adjusting browser, application, and
device settings to restrict tracking
Browser and OS Restrictions
Third-party cookie restrictions and privacy-first
browsers limit identity marketing:
• Apple ITP, ATT, Private Relay
• Brave, DuckDuckGo, etc.
• Firefox ETP, Safari VPN
DATA DEPRECATION is shaking digital business to its foundation.
Privacy and Security Laws
New rules and legislation limit an advertisers’
ability to track and store customer data:
• FTC Safeguards
• GDPR + ePrivacy in Europe
• CPRA, CDPA, VCDPA, etc. in the US
• LGPD, PIPEDA, etc. on the Global scene
Digital Feudalism
Walled-off ecosystems that restrict data
extraction and tracking:
• Microsoft/OpenAI
• Meta
• Google/Alphabet
• Amazon/Anthropic
• X/Tesla/Starlink
• Walmart+
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
“If you’re not paying for the product,
then you are the product.”
- The Social Dilemma
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Digital Feudalism
The Pursuit of Singularity
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Every successful initiative starts with trusted data.
CUSTOMER
COMPANY
SUPPLIER
PRODUCT
ASSET
LOCATION
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
@Cliffster
SOCIAL
Clifford
SEARCH
Cliff B. Smith
POINT OF SALE
Cliff
ONLINE BROWSING
CLIFF
C. Smith
CRM
Cliff
MOBILE
For most brands, data is highly siloed and fragmented …
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
Poor customer experience leading
to attrition
Incomplete, duplicate,
inaccurate data in
different channels
… resulting in:
Poor upsell and
cross-sell
Sales and marketing use
poor-quality customer
data
Delayed fraud detection with
resulting revenue loss
Outdated and
incomplete customer
data for fraud detection
Loss of customer trust and
regulatory fines
Consent and preferences
data inconsistent and
outdated across systems
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
Unified complex data across the enterprise …
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
Deliver frictionless, cross-
channel experiences
Consistent and
accurate data across
all channels
… resulting in:
High impact upsell and
cross-sell programs
Sales and marketing
use rich and
consolidated data
Fast and accurate fraud
detection to protect revenue
Timely and
comprehensive
customer data for
fraud detection
Compliant communication
and improved CX
Accurate and
up-to-date
consent data
A True Master Data Management/Customer Cloud Platform
Online Data
Internet of Things
CDP/MDM
Offline Data
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
All the Insights a Prompt Away
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
+33 revenue -
improved data quality
Data Assessment
Infrastructure
Evaluation
Skill Assessment
Risk and Security
Assessment
Process Analysis
Governance and
Ethics
Use Case
Identification
AI Readiness Assessment
(30-45 days)
Strategic Roadmap
(prioritized initiatives, budget and resource
allocation, and timelines for implementation)
• Operational
continuity
• Phased and
iterative change
How To Navigate AI - The Future is Yours to Define - Tim Hayden
AGI
DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
Tracking What’s Next
1950s-60s
1980s
1990s
2000s
2010s
2020-22
2022-25
2025-30 2030-?
Autonomy
Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden

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  • 1. KEYNOTE HOUSTON, TX ~ MAY 13 - 14, 2024 DIGIMARCONSOUTH.COM | #DigiMarConSouth How To Navigate AI: The Future is Yours to Define Tim Hayden CEO BRAIN+TRUST PARTNERS
  • 2. Master Data Management & Future Readiness May 14, 2024 Tim Hayden CEO, Brain+Trust, a Next Practices Group company
  • 3. DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS Data + Business Transformation Impacts Revenue Throughout the Organization Disinformation + Misinformation Convergence of Operations + Logistics Bots + Automation Changing Organizational Structures Globalization of Stakeholders + Public Policymaking Disparate Systems + Platforms Rapid Technology Evolution CRITICAL DIGITAL TRANSFORMATION TRENDS
  • 5. Marketing segment trends and challenges Omnichannel engagement Personalization and customer journey analytics Price transparency from comparison engines Supply chain continuity Brand loyalty vs. value shopping Data privacy, preference, and consent management DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
  • 6. Consumer Actions Consumers are consistently choosing to opt out of third-party tracking and data storage: • Ad blockers • Clearing browsing history • Adjusting browser, application, and device settings to restrict tracking Browser and OS Restrictions Third-party cookie restrictions and privacy-first browsers limit identity marketing: • Apple ITP, ATT, Private Relay • Brave, DuckDuckGo, etc. • Firefox ETP, Safari VPN DATA DEPRECATION is shaking digital business to its foundation. Privacy and Security Laws New rules and legislation limit an advertisers’ ability to track and store customer data: • FTC Safeguards • GDPR + ePrivacy in Europe • CPRA, CDPA, VCDPA, etc. in the US • LGPD, PIPEDA, etc. on the Global scene Digital Feudalism Walled-off ecosystems that restrict data extraction and tracking: • Microsoft/OpenAI • Meta • Google/Alphabet • Amazon/Anthropic • X/Tesla/Starlink • Walmart+ DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
  • 7. “If you’re not paying for the product, then you are the product.” - The Social Dilemma
  • 16. Every successful initiative starts with trusted data. CUSTOMER COMPANY SUPPLIER PRODUCT ASSET LOCATION DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
  • 17. @Cliffster SOCIAL Clifford SEARCH Cliff B. Smith POINT OF SALE Cliff ONLINE BROWSING CLIFF C. Smith CRM Cliff MOBILE
  • 18. For most brands, data is highly siloed and fragmented … DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
  • 19. DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS Poor customer experience leading to attrition Incomplete, duplicate, inaccurate data in different channels … resulting in: Poor upsell and cross-sell Sales and marketing use poor-quality customer data Delayed fraud detection with resulting revenue loss Outdated and incomplete customer data for fraud detection Loss of customer trust and regulatory fines Consent and preferences data inconsistent and outdated across systems
  • 20. DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS Unified complex data across the enterprise …
  • 21. DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS Deliver frictionless, cross- channel experiences Consistent and accurate data across all channels … resulting in: High impact upsell and cross-sell programs Sales and marketing use rich and consolidated data Fast and accurate fraud detection to protect revenue Timely and comprehensive customer data for fraud detection Compliant communication and improved CX Accurate and up-to-date consent data
  • 22. A True Master Data Management/Customer Cloud Platform Online Data Internet of Things CDP/MDM Offline Data DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS
  • 23. DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS All the Insights a Prompt Away
  • 24. DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS +33 revenue - improved data quality Data Assessment Infrastructure Evaluation Skill Assessment Risk and Security Assessment Process Analysis Governance and Ethics Use Case Identification AI Readiness Assessment (30-45 days) Strategic Roadmap (prioritized initiatives, budget and resource allocation, and timelines for implementation) • Operational continuity • Phased and iterative change
  • 26. AGI DATA MANAGEMENT | PRIVACY + COMPLIANCE | CYBER SECURITY | FUTURE/AI READINESS Tracking What’s Next 1950s-60s 1980s 1990s 2000s 2010s 2020-22 2022-25 2025-30 2030-? Autonomy