{"id":1449,"date":"2024-02-26T11:43:02","date_gmt":"2024-02-26T11:43:02","guid":{"rendered":"https:\/\/imagino.com\/us\/resource\/the-ai-series-ask-imagino-part-1\/"},"modified":"2025-04-30T15:28:58","modified_gmt":"2025-04-30T14:28:58","slug":"the-ai-series-ask-imagino-part-1","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/the-ai-series-ask-imagino-part-1\/","title":{"rendered":"The AI Series \u2013 Ask imagino | Part 1"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-69d3712092cbf\" class=\"hero-legal-section u-gradient--purple-blue--dark u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-2.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-2.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>The AI Series &#8211; Ask imagino<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Part 1                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69d371209655c\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                            <h3 class=\"tl\">\r\n                            \u2018How do I get started with vendor selection for data solutions, spot a black-hearted villain, and WHY are you all so obsessed with three-letter-acronyms?\u2019                         <\/h3>\r\n                                                                <div class=\"description\">\r\n                            <p>In this series, we\u2019re chatting with Marketing teams and IT teams across all industries. We\u2019re answering their questions in the most straightforward and bullshit-free way possible. You don\u2019t need AI, you need to Ask imagino\u2026 <\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69d3712096563\" class=\"image__inner u-gradient--blue-purple\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2024\/02\/Ask-Imagino-social2-3.png\" alt=\"Ask-Imagino-social2-3\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69d3712096fa3\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                    <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">Why are there so many TLA\u2019s in the world of MarTech? I\u2019m so confused: CDP, CRM, CXP, ETL, DMP \u2013 and that\u2019s before we start including things that basically sound the same \u2013 data lake, database, data cloud, data warehouse\u2026<\/span><\/h2>\r\n                                                                                            <\/div>\r\n                                                                                <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>There are two main reasons why we\u2019ve seen this explosion:<\/p>\n<ul>\n<li>The first relates to the fact that there is no real consensus on how to solve the problem of data unification, enhancement and activation. Essentially every MarTech vendor approaches this from the angle of their own solution and coins their own terms. If a vendor\u2019s solution is a hammer, every problem must be a nail. THE solution hasn\u2019t been found, even though we\u2019ve been at this for 15 years. So every new approach, unfortunately, means a new set of terms or a new TLA. This is partly down to the purchaser as well. You may have already invested in a \u201cCDP\u201d that hasn\u2019t been successful. if you\u2019re going to the Board for another MarTech investment you probably don\u2019t want to say it\u2019s for another CDP.<\/li>\n<li>The overall data solution market is massive. Because it\u2019s so busy it\u2019s another way, sometimes one of the few ways, companies can differentiate.<\/li>\n<\/ul>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69d3712097559\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                    <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">In this crowded complex marketplace \u2013 with all these confusing terms and acronyms \u2013 how do I start to define what I need to fix my data problems?<\/span><\/h2>\r\n                                                                                            <\/div>\r\n                                                                                <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>It\u2019s tough. If you need to send emails, you\u2019d look for an \u2018email service provider\u2019. It does what it says on the tin. But the data solution landscape isn\u2019t as straightforward.<\/p>\n<p>The scope of many of these data solutions is undefined, the challenge is that you can\u2019t go to the market and say \u201cI need a CDP\u201d. It can mean a multitude of different things, and the functionality between different CDPs can vary enormously. I recommend starting from the other side. Start with your problem and what you need to solve. Don\u2019t start by looking for a solution within category X.<\/p>\n<ul>\n<li>What do need to achieve?<\/li>\n<li>What part of the experience do you want to improve?<\/li>\n<li>Do you want to increase the level of personalisation in emails, online, on the website, in your ads, in your stores?<\/li>\n<\/ul>\n<p>Once you\u2019ve defined that scope you might find there are several products that will solve that problem.<\/p>\n<p>A common mistake I see, which has been propagated by Big Red and Big Blue, is the belief that there\u2019s a single product or supplier that can fix everything. It\u2019s always more complicated than that. If your use cases are specific, defined and need quick action \u2013 huge rip and replace options won\u2019t be the most effective path. This is why I recommend the composable approach. Areas of your tech stack will probably be working fine \u2013 there\u2019s no immediate need to start replacing everything. You need to plug gaps, increase effectiveness and output and importantly maximise those MarTech investments that you\u2019ve already made (and had to go 10 rounds with the Board to secure funding for).<\/p>\n<p>Really look at whether your data ecosystem needs a massive overhaul or simply a helping hand. We frequently talk to marketers who are happy that their data lake is fine, the daily data flows are fine \u2013 they\u2019re struggling with real time and trigger-based journeys for example. That\u2019s the specific issues they want to solve.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69d37120979bb\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                    <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">So I should approach vendors based on their history of solving similar use cases to mine?<\/span><\/h2>\r\n                                                                                            <\/div>\r\n                                                                                <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Yes exactly. Doing that, and not just ploughing through a list of vendors with the right three letter acronyms will be far more effective. You\u2019re also helping yourself to avoid scope creep by keeping a clear focus (for both you and the vendors) on the key use cases you want to solve first. <\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69d3712097dda\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                    <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">Once I\u2019ve found some vendors that look like a good fit, how do I narrow it down? In my experience everyone says they can do everything! But that\u2019s not always been the case.<\/span><\/h2>\r\n                                                                                            <\/div>\r\n                                                                                <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>From all the conversations I\u2019ve had with marketers and tech teams, the quickest way to differentiate your selected vendors is to ask for a Proof of Concept project. Even asking for a POC, and gauging their willingness and confidence to engage with that will give you a strong indicator. Are they happy to do a workshop with you, and complete a clear scope? If they are keen and able to do a POC over the next few weeks and demonstrate how your use case could be achieved, as opposed to saying that they need a 3-year contract and a 6-month project to get you up and running, that answers your question.   <\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69d37120980b8\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                    <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">Once I\u2019ve found some vendors that look like a good fit, how do I narrow it down? In my experience everyone says they can do everything! But that\u2019s not always been the case.<\/span><\/h2>\r\n                                                                                            <\/div>\r\n                                                                                <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>From all the conversations I\u2019ve had with marketers and tech teams, the quickest way to differentiate your selected vendors is to ask for a Proof of Concept project. Even asking for a POC, and gauging their willingness and confidence to engage with that will give you a strong indicator. Are they happy to do a workshop with you, and complete a clear scope? If they are keen and able to do a POC over the next few weeks and demonstrate how your use case could be achieved, as opposed to saying that they need a 3-year contract and a 6-month project to get you up and running, that answers your question.   <\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-69d3712099234\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--blue-purple gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2024\/03\/Screenshot-2025-04-25-at-16.36.07-300x206.png\" alt=\"Screenshot 2025-04-25 at 16.36.07\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-blue\">Whitepaper<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">ENGLISH<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">imagino Explains&#8230; The Hurdles of MarTech Replacement<\/h2>\n                                                    <div class=\"description\"><p>Identify when change is needed and overcome the psychological barriers&#8230;<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/us\/resource\/whitepaper-imagino-explains-the-hurdles-of-martech-replacement\/\" target=\"\" class=\"btn--small btn btn--gradient-blue-dark\">Download now<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>In this series, we\u2019re chatting with Marketing teams and IT teams across all industries. We\u2019re answering their questions in the most straightforward and bullshit-free way possible. You don\u2019t need AI, you need to Ask imagino\u2026 <\/p>\n","protected":false},"featured_media":1525,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[42,43,36,38],"class_list":["post-1449","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-blog-content","resources_category-content","resources_sector-luxury","resources_sector-media-publishing","resources_sector-retail","resources_sector-travel-hospitality"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The AI Series \u2013 Ask imagino | Part 1 - imagino United States<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/imagino.com\/us\/resource\/the-ai-series-ask-imagino-part-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The AI Series \u2013 Ask imagino | Part 1\" \/>\n<meta property=\"og:description\" content=\"In this series, we\u2019re chatting with Marketing teams and IT teams across all industries. 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