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The future of commerce is here

Integrated commerce network

In this panel discussion hosted by Kin + Carta and Google, thought leaders discuss how to create and scale intelligent customer experiences and next generation commerce with data and AI.

At our recent London event, “Intelligent Experiences - creating next generation commerce”, a panel of experts continued their discussion about delivering impactful CX through AI-driven insights, how to personalize at scale, and common pitfalls in AI implementations. Participants included:

  • Gary Arnold, Data Strategy Director, Kin + Carta
  • Suzanne Greenhalgh, Data & AI Sales Leader, Google Cloud
  • Katie Zeitlin, EMEA Channel Partnerships, Quantum Metric
  • Olivia Shanu-Wilson, Director of Data CRM Lifecycle Specialist, On The Beach
  • Stuart Jones, Head of Digital Products, Domino’s

Kin + Carta also introduced the Integrated Commerce Network (ICN), a curated group of software partners that bring pre-integrated best-in-class data, commerce, and personalization capabilities to help organizations activate their existing data and unlock new revenue.

Read on for the highlights. For a recap of part one, check out Delivering great CX - what’s stopping you?

AI-driven insights and decision-making

Despite challenges identified in the first part of the session (disparate data sources, poor collaboration amongst departments, and fragmented technology estates), companies are forging ahead with initiatives to integrate AI and data-driven decision-making into many aspects of their business.

An audience poll conducted at the event uncovered these plans: What future data initiatives are you most excited about or planning to implement in your organization?

Integrated commerce network
Poll results from our Integrated Commerce Network event

Personalization at scale 

AI’s role in developing personalized customer experiences is already significant and will continue to expand, as will organizations' reliance on a modern data foundation.  In our audience poll, 36% indicated plans to “create new revenue streams by monetizing data".

On The Beach is one of the UK’s leading online holiday package companies. Panel member Olivia Shanu-Wilson, Director of Data CRM Lifecycle Specialist at On The Beach, discussed their huge success using Bloomreach Engagement to create a targeted, data-driven marketing campaign. In its price drop campaign, On The Beach built a triggered email flow that alerts users to price changes on travel packages they previously viewed, inviting them back to make a purchase. The results were impressive:

  • 587% conversion rate from price drop email campaign vs. project average
  • 477% click-through rate from price drop email campaign vs. project average
  • 362% uplift in RPV from price drop email campaign test

More details here.


Data quality and governance are must-haves

In 2024, Google Cloud conducted a global research study with 410 data, IT, and business leaders across a large variety of companies about the impact of generative AI. This research uncovered five key trends:

  1. GenAI will speed the delivery of insights across organizations - 84% believe genAI will help their organization access insights faster
  2. The roles of data and AI will blur - 80% agree that the lines between data roles are starting to blur
  3. AI innovation will hinge on strong data governance - 66% of organizations have at least half of their data dark, posing significant risk
  4. Operational data will unlock genAI potential for enterprise apps - 71% of organizations plan to use databases integrated with genAI capabilities
  5. 2024 will be the year of rapid data platform modernization - Only 14% of organizations are satisfied with their legacy databases’ support for AI

Without high quality data, and without proper governance, AI initiatives will fail.

 

Navigating AI implementation and data modernization obstacles 

How do you get to a point where AI can be transformative for your organization?
  • As already mentioned, a solid data foundation is the most important thing— good stuff in, good stuff out.
  • What’s also important is a balanced approach across people and process, then bringing that all together with technology.
  • Lean on an expert. Many organizations need help to navigate through an enormous amount of data and guidance on how to mature to the next phase.
  • Adopt governance practices that protect data as a valuable long-term asset.

Identify a number of business cases, then prioritize one or two that really matter by analyzing feasibility versus business value. This approach drives C-suite alignment.


Continuous commerce and AI innovation 

For a recap of part one of this event, read Delivering great CX - what’s stopping you?

In just six weeks, with our Integrated Commerce Network accelerator, Kin + Carta can implement a future-proof data foundation in Google Cloud that accelerates your journey to a modern commerce platform. We’ll target a high-ROI use case and provide a blueprint for modular, repeatable workload integration, through strategic opportunities for real-time BI, federated governance, and streaming analytics. Contact us today for more information.

Want learn more about the Integrated Commerce Network?

Discover the ICN

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