DMA: Data and Marketing Association
Consumer Help

How Artificial Intelligence is Powering Marketing and the Consumer Identity Data it Needs to Succeed


Artificial Intelligence – AI -- is suddenly everywhere in the marketing ecosystem. All for good reason: AI significantly advances the potential of automated marketing. It promises more accurate segmentation and targeting, teasing out non-intuitive insights by parsing mountains of data. It enables instantaneous delivery of more relevant offers to engage customers and encourage repeat visits. It can even anticipate customer inquiries or issues to shape more responsive service.

But for all its dazzling potential, AI operates with the consumer identity data you provide it – and if that data is inaccurate or incomplete, you’ll won’t get the on-target insights you’re banking on.

You will learn:

  • What is the true foundation of a successful Artificial Intelligence engine
  • How the velocity of identity data changes impact AI
  • How consumer identity data and behavioral attributes contribute to marketing AI
  • The pros and cons of building models off of 1st party data vs. 3rd party data (or a blend of both)
  • Using identity data to predict which omnichannel approach marketers should execute



John Barnes

Chief Technology Officer

As Chief Technology Officer (CTO), John Barnes is responsible for developing Infutor’s technology assets to support and drive innovation as well as overseeing corporate information operations, systems development, data management, and information security. Harnessing more than 20 years of executive-level product and technology experience, John specializes in cloud and mobile computing and has a successful track record of providing technology vision and leadership, with a focus on reliability, scalability, and performance.

Prior to Infutor, John was Vice President of Mobile Products for Salesforce, where he helped develop products within the Salesforce Marketing Cloud that allowed Fortune 500 and fast-growth B2C marketers to reach mobile customers and drive top-line revenue. He also previously served as CTO of Model Metrics, which was acquired by Salesforce.
As a mobile and cloud thought leader, John has been a frequent speaker at global industry conferences such as Dreamforce, Cloud Connect, Enterprise 2.0 and others as well as a media resource and cloud community advocate. John holds a Bachelors of Information Systems degree from the University of Nebraska.

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