Mark Theriault founded the startup FITY envisioning a line of clever cooling products: cold drink holders that come with freezable pucks to keep beverages cold for longer without the mess of ice. The entrepreneur started with 3D prints of products in his basement, building one unit at a time, before eventually scaling to mass production. Founding a consumer product company from scratch was a tall order for a single person. Going from preliminary sketches to production-ready designs was a major challenge. To bring his creative vision to life, Theriault relied on AI and his NVIDIA GeForce RTX-equipped system. For him, AI isn’t just a tool — it’s an entire pipeline to help him accomplish his goals. about his workflow below. Plus, GeForce RTX 5050 laptops start arriving today at retailers worldwide, from GeForce RTX 5050 Laptop GPUs feature 2,560 NVIDIA Blackwell CUDA cores, fifth-generation AI Tensor Cores, fourth-generation RT Cores, a ninth-generation NVENC encoder and a sixth-generation NVDEC decoder. In addition, NVIDIA’s Plug and Play: Project G-Assist Plug-In Hackathon — running virtually through Wednesday, July 16 — invites developers to explore AI and build custom G-Assist plug-ins for a chance to win prizes. the date for the G-Assist Plug-In webinar on Wednesday, July 9, from 10-11 a.m. PT, to learn more about Project G-Assist capabilities and fundamentals, and to participate in a live Q&A session. From Concept to Completion To create his standout products, Theriault tinkers with potential FITY Flex cooler designs with traditional methods, from sketch to computer-aided design to rapid prototyping, until he finds the right vision. A unique aspect of the FITY Flex design is that it can be customized with fun, popular shoe charms. For packaging design inspiration, Theriault uses his preferred text-to-image generative AI model for prototyping, Stable Diffusion XL — which runs 60% faster with the NVIDIA TensorRT software development kit — using the modular, node-based interface ComfyUI. ComfyUI gives users granular control over every step of the generation process — prompting, sampling, model loading, image conditioning and post-processing. It’s ideal for advanced users like Theriault who want to customize how images are generated. Theriault’s uses of AI result in a complete computer graphics-based ad campaign. Image courtesy of FITY. NVIDIA and GeForce RTX GPUs based on the NVIDIA Blackwell architecture include fifth-generation Tensor Cores designed to accelerate AI and deep learning workloads. These GPUs work with CUDA optimizations in PyTorch to seamlessly accelerate ComfyUI, reducing generation time on FLUX.1-dev, an image generation model from Black Forest Labs, from two minutes per image on the Mac M3 Ultra to about four seconds on the GeForce RTX 5090 desktop GPU. ComfyUI can also add ControlNets — AI models that help control image generation — that Theriault uses for tasks like guiding human poses, setting compositions via depth mapping and converting scribbles to images. Theriault even creates his own fine-tuned models to keep his style consistent. He used low-rank adaptationmodels — small, efficient adapters into specific layers of the network — enabling hyper-customized generation with minimal compute cost. LoRA models allow Theriault to ideate on visuals quickly. Image courtesy of FITY. “Over the last few months, I’ve been shifting from AI-assisted computer graphics renders to fully AI-generated product imagery using a custom Flux LoRA I trained in house. My RTX 4080 SUPER GPU has been essential for getting the performance I need to train and iterate quickly.” – Mark Theriault, founder of FITY  Theriault also taps into generative AI to create marketing assets like FITY Flex product packaging. He uses FLUX.1, which excels at generating legible text within images, addressing a common challenge in text-to-image models. Though FLUX.1 models can typically consume over 23GB of VRAM, NVIDIA has collaborated with Black Forest Labs to help reduce the size of these models using quantization — a technique that reduces model size while maintaining quality. The models were then accelerated with TensorRT, which provides an up to 2x speedup over PyTorch. To simplify using these models in ComfyUI, NVIDIA created the FLUX.1 NIM microservice, a containerized version of FLUX.1 that can be loaded in ComfyUI and enables FP4 quantization and TensorRT support. Combined, the models come down to just over 11GB of VRAM, and performance improves by 2.5x. Theriault uses the Blender Cycles app to render out final files. For 3D workflows, NVIDIA offers the AI Blueprint for 3D-guided generative AI to ease the positioning and composition of 3D images, so anyone interested in this method can quickly get started. Photorealistic renders. Image courtesy of FITY. Finally, Theriault uses large language models to generate marketing copy — tailored for search engine optimization, tone and storytelling — as well as to complete his patent and provisional applications, work that usually costs thousands of dollars in legal fees and considerable time. Generative AI helps Theriault create promotional materials like the above. Image courtesy of FITY. “As a one-man band with a ton of content to generate, having on-the-fly generation capabilities for my product designs really helps speed things up.” – Mark Theriault, founder of FITY Every texture, every word, every photo, every accessory was a micro-decision, Theriault said. AI helped him survive the “death by a thousand cuts” that can stall solo startup founders, he added. Each week, the RTX AI Garage blog series features community-driven AI innovations and content for those looking to learn more about NVIDIA NIM microservices and AI Blueprints, as well as building AI agents, creative workflows, digital humans, productivity apps and more on AI PCs and workstations.  Plug in to NVIDIA AI PC on Facebook, Instagram, TikTok and X — and stay informed by subscribing to the RTX AI PC newsletter. Follow NVIDIA Workstation on LinkedIn and X.  See notice regarding software product information. #startup #uses #nvidia #rtxpowered #generative

Epic Games has announced LEGO Fortnite Expeditions. Apparently, it's a new PvE experience that's already available. So, if you're into that kind of thing, you might want to check it out. Honestly, it feels like Fortnite just keeps getting bigger and bigger. Like, there's no stopping it. LEGO and Fortnite combining? Sure, why not. It’s probably just another way to get people to log in and play, but for some reason, I can't muster much excitement about it. The game has been a massive hit, and now with this new addition, it seems like Epic Games is just trying to keep the hype train rolling. I mean, who doesn't want to go on LEGO adventures in a game that’s already packed with stuff? But I guess it’s just another layer on an already layered cake. You can explore new experiences with LEGO characters, and I’m sure there are quests and battles or whatever. But all I can think about is how it just feels like more of the same, but with some bricks thrown in. It's fun, I guess. Maybe. If you're really into it. I don’t know. Maybe I just need a break from all this. If you’re interested in diving into LEGO Fortnite Expeditions, it’s out there waiting for you. Just don't expect me to be on the edge of my seat about it. In summary, it's a thing that exists now. If you're into Fortnite, you’ll probably check it out. If not, well, there are a million other things to do. So, yeah, that’s about it. #Fortnite #LEGO #GamingNews #EpicGames #PvE

Ah, DreamWorks! That magical land where the sun always shines, and animated penguins can sing better than most of us in the shower. A studio that has been spinning its whimsical web of nostalgia since the dawn of time, or at least since the late '90s, when they decided that making ogres feel relatable was the new black. So, what's this I hear? A documentary detailing the illustrious history of DreamWorks? Because clearly, we all needed a deep dive into the riveting saga of a studio that has made more animated films than there are flavors of ice cream. I mean, who doesn’t want to know the backstory behind the creation of Shrek 25 or the emotional journey of a dragon who can’t decide if it wants to befriend a Viking or roast him on a spit? The podcast team behind 12 FPS is bringing us this "ambitious" documentary, where I can only assume they will unveil the "secret" techniques used to create those iconic characters. Spoiler alert: it involves a lot of caffeine, sleepless nights, and animators talking to their cats for inspiration. Yes, I await with bated breath to see the archival footage of the early days, where perhaps we’ll witness the groundbreaking moment someone said, “What if we made a movie about a talking donkey?” Truly, groundbreaking stuff. And let's not overlook the "success" part of their journey. Did we really need a documentary to explain that? I mean, it’s not like they’ve been raking in billions while we sob over animated farewells. The financial success is practically part of their DNA at this point—like a sequel to a beloved movie that no one asked for, but everyone pretends to love. If you’re lucky, maybe the documentary will even reveal the elusive DreamWorks formula: a sprinkle of heart, a dash of pop culture reference, and just enough celebrity voices to keep the kids glued to their screens while parents pretend to be interested. Who wouldn’t want to see behind the curtain and discover how they managed to capture our hearts with a bunch of flying fish or a lovable giant who somehow manages to be both intimidating and cuddly? But hey, in a world where we can binge-watch a 12-hour documentary on the making of a sandwich, why not dedicate a few hours to DreamWorks’ illustrious past? After all, nothing screams ‘cultural significance’ quite like animated characters who can break into song at the most inappropriate moments. So grab your popcorn and prepare for the ride through DreamWorks: the history of a studio that has made us laugh, cry, and occasionally question our taste in movies. #DreamWorks #AnimationHistory #12FPS #Documentary #ShrekForever

🚀✨ Are you ready to embark on an exciting journey into the world of freelance 3D artistry? 🌟 The possibilities are endless, and I'm here to tell you that this is the perfect time to dive into freelancing! Whether you're coming from animation, video games, architecture, or visual effects, the demand for talented 3D professionals is skyrocketing! 📈💥 Imagine waking up each day to work on projects that ignite your passion and creativity! 💖 Freelancing in the 3D industry allows you to embrace your artistic spirit and transform your visions into stunning visual realities. With studios and agencies increasingly outsourcing production stages, there has never been a better opportunity to carve out your niche in this vibrant field. 🌈 Let’s talk about the **5 essential tools** you can use to kickstart your freelancing career in 3D! 🛠️✨ 1. **Blender**: This powerful and free software is a game-changer! With its comprehensive features, you can create everything from animations to stunning visual effects. 🌌 2. **Autodesk Maya**: Elevate your skills with this industry-standard tool! Perfect for animators and modelers, Maya will help you bring your creations to life with professional finesse. 🎬 3. **Substance Painter**: Don’t underestimate the power of textures! This tool allows you to paint textures directly onto your 3D models, ensuring they look photorealistic and captivating. 🖌️ 4. **Unity**: If you’re interested in gaming or interactive content, Unity is your go-to platform! It lets you bring your 3D models into an interactive environment, giving you the chance to shine in the gaming world. 🎮 5. **Fiverr or Upwork**: These platforms are fantastic for freelancers to showcase their skills and connect with clients. Start building your portfolio and watch your network grow! 🌍 Freelancing isn't just about working independently; it’s about building a community and collaborating with other creatives to achieve greatness! 🤝💫 So, gather your tools, hone your craft, and don’t be afraid to put yourself out there. Every project is an opportunity to learn and grow! 🌱 Remember, the road may have its bumps, but your passion and determination will propel you forward. Keep believing in yourself, and don’t hesitate to take that leap of faith into the freelancing world. Your dream career is within reach! 🚀💖 #Freelance3D #3DArtistry #CreativeJourney #Freelancing #3DModeling

So, I guess if you’re wandering around Arrakis in Dune Awakening, you might be wondering where to find aluminum. Yeah, that’s a thing. It’s not like there’s much else to do on this barren planet, right? You log in, look around, and think, “Great, now I need to hunt for aluminum.” It’s one of those resources that everyone talks about, but honestly, it feels like a hassle just to gather it. You’ll probably want to check out some of the caves or maybe dig around in the sandy dunes. Apparently, there are a few spots that are known for having aluminum deposits. But, like, do you really want to spend your time doing that? I mean, it could be fun for a minute, but it’s mostly just running around in the sun, trying not to get eaten by giant sandworms or whatever. Also, it’s not like there are guides everywhere, so you’ll have to rely on word of mouth or whatever you can find on the internet. But who has the energy for that? You can end up wandering aimlessly, and let’s be real, that’s not the most exciting way to spend your game time. You might hear some players say they found aluminum near the Spice fields, but how reliable is that information? It’s like a game of telephone. One person sees something shiny, tells everyone, and then it turns out to be a rock or something. Classic. And when you finally do find aluminum, what’s next? You just sit there wondering what to do with it. Maybe you can craft some gear or trade it, but honestly, by that time, you’re probably just ready to log off and take a nap. I mean, who needs the stress of resource gathering on a planet like Arrakis? So, if you’re still interested in hunting for aluminum on Arrakis, good luck, I guess. Just don’t expect it to be the highlight of your gaming experience. More like a chore you’re obligated to do, rather than something that’ll get your adrenaline pumping. #DuneAwakening #Arrakis #AluminumHunt #GamingLife #MMORPG

GOG is talking about game preservation again. Apparently, they think it’s a big deal. They’ve got this whole GOG Preservation Program now. Seems like they really want to keep old games alive or something. Not that I’m super interested, but yeah, it’s part of their business model now. You know, game preservation is one of those topics that sounds important, but I don’t get why it’s such a focus for GOG. I mean, we have so many games already. Do we really need to save every single one? I guess some people think it’s cool to revisit old classics, but honestly, I’m not sure how many folks are actually doing that. The whole idea of preserving games seems a bit… I don’t know, unnecessary? I can’t shake the feeling that it’s just a way for GOG to make more money. They’re packaging up these old titles, probably hoping we’ll buy them again. It’s like, “Look, it’s a classic!” But, is it really that exciting? I can see why they’d want to make it part of their business strategy. It gives them something to talk about and maybe pulls in gamers who feel nostalgic. But for me, it’s a bit of a snooze-fest. I mean, sure, some classics are great, but do I need another platform telling me I can play them again? So, yeah, GOG is laying out their case for why game preservation matters. They think it’s central to their business model. I guess if you’re into that kind of thing, it could be interesting. But, overall, it feels kinda slow and boring to me. Just another day in the world of gaming, I suppose. #GamePreservation #GOG #GamingNews #OldGames #Nostalgia

So, there’s this thing called the Franck-Hertz experiment. It’s one of those physics experiments that people rave about, but honestly, I don’t get why. It was done way back in 1914, and it’s supposed to explain how energy comes in these “packets” called “quanta.” Sounds fancy, but like, does it really change anything? They say this experiment marked the start of quantum physics, which I guess is important for some. It’s all about those little particles and how they behave. If you’re into that sort of thing, you might want to look into doing a DIY version of the Franck-Hertz experiment. Apparently, it’s not too hard and you can even do it at home. But let’s be real, who has the energy for that? You just set up a tube with some mercury vapor and run some voltage through it. Then you measure the current and see how it changes as you adjust the voltage. It’s all about those energy levels and how electrons bounce around. But, like, I don’t know how many people are actually excited to do this. Maybe if you’re a physics enthusiast, it’ll be fun for you. But if you’re like me and prefer to just scroll through your phone or binge-watch a show, then this sounds like a lot of work for not much payoff. I mean, who really wants to dive into the intricacies of quantum physics when there are so many other things to do—like anything else? So, if you’re curious about the Franck-Hertz experiment and want to try it yourself, go ahead. Just know that you might end up feeling a bit underwhelmed. Science can be cool, but sometimes it feels like a chore, especially when it’s all about tiny particles that you can’t even see. Anyway, that’s my take on it. If you’re still interested in quantum physics after this, good for you. I’ll just be over here, probably napping or scrolling through social media. #FranckHertz #QuantumPhysics #DIYScience #PhysicsExperiment #Boredom

Acronis has appointed a new Country Manager for Iberia, Eduardo García Sancho, to oversee operations in the region. The plan is to grow the business, strengthen relationships with partners and clients, and enhance the company's presence in the area. Sounds like a typical corporate move, right? Not much excitement here. It's just another day in the world of cybersecurity. Eduardo will lead the team, but honestly, these changes rarely shake things up in a way that’s noticeable. Companies keep trying to expand and improve their market standing, which seems to be the standard practice these days. One more manager in the mix, same old story. While growth and relationships are important, it feels like we’ve heard this script before. You bring in someone new, they talk about plans and visions, and then... well, we wait to see if anything actually changes. It’s a bit like watching paint dry, really. So, Acronis now has Eduardo at the helm for Iberia. Let's see how that goes. If you're interested in cybersecurity or just happen to be following corporate management moves, this might be mildly worth noting. But, if you're like me, it probably won't spark much enthusiasm. Just another appointment in the long line of appointments. #Acronis #CountryManager #Iberia #Cybersecurity #CorporateMoves

Is it just me, or does the phrase "Quick Tip: A Better Wet Shader" sound like the latest buzz from a trendy café, where the barista is more interested in his art than the coffee? I mean, who would have thought that the secret to stunning visuals in Blender would come down to a clearcoat? It’s almost as if John Mervin, that brave pioneer of pixelated perfection, stumbled upon the holy grail of rendering while driving—because, you know, multitasking is all the rage these days! Let's take a moment to appreciate the genius of recording tutorials while navigating rush hour traffic. Who needs a calm, focused environment when you could be dodging potholes and merging lanes? I can just picture it: "Okay, folks, today we're going to add a clearcoat to our wet shader... but first, let’s avoid this pedestrian!" Truly inspiring. But back to the world of wet shaders. Apparently, the key to mastering the art of sheen is just slapping on a clearcoat and calling it a day. Why bother with the complexities of light diffusion, texture mapping, or even the nuances of realism when you can just... coat it? It's like serving a gourmet meal and then drowning it in ketchup—truly a culinary masterpiece! And let’s not forget the vast potential here. If adding a clearcoat is revolutionary, imagine the untapped possibilities! Why not just throw in a sprinkle of fairy dust and call it a magical shader? Or better yet, how about a “drive-by” tutorial series that teaches us how to animate while on a rollercoaster? The future of Blender tutorials is bright—especially if you’re driving towards it at 80 mph! After all, who needs to focus on the intricacies of shader creation when we can all just slap on a clearcoat and hope for the best? The art of 3D rendering has clearly reached a new zenith. So, to all the aspiring Blender wizards out there, remember: clearcoat is your best friend, and traffic lights are merely suggestions. In conclusion, if you ever find yourself needing a quick fix in Blender, just remember—there’s nothing a good clearcoat can’t solve. Just don’t forget to keep your eyes on the road; after all, we wouldn’t want you to miss a tutorial while mastering the art of shaders on the go! #WetShader #BlenderTutorial #Clearcoat #3DRendering #DigitalArt

Reading Time: 9 minutes In marketing, data isn’t a buzzword. It’s the lifeblood of all successful campaigns. But are you truly harnessing its power, or are you drowning in a sea of information? To answer this question, we sat down with Ankur Kothari, a seasoned Martech expert, to dive deep into this crucial topic. This interview, originally conducted for Chapter 6 of “The Customer Engagement Book: Adapt or Die” explores how businesses can translate raw data into actionable insights that drive real results. Ankur shares his wealth of knowledge on identifying valuable customer engagement data, distinguishing between signal and noise, and ultimately, shaping real-time strategies that keep companies ahead of the curve.   Ankur Kothari Q&A Interview 1. What types of customer engagement data are most valuable for making strategic business decisions? Primarily, there are four different buckets of customer engagement data. I would begin with behavioral data, encompassing website interaction, purchase history, and other app usage patterns. Second would be demographic information: age, location, income, and other relevant personal characteristics. Third would be sentiment analysis, where we derive information from social media interaction, customer feedback, or other customer reviews. Fourth would be the customer journey data. We track touchpoints across various channels of the customers to understand the customer journey path and conversion. Combining these four primary sources helps us understand the engagement data. 2. How do you distinguish between data that is actionable versus data that is just noise? First is keeping relevant to your business objectives, making actionable data that directly relates to your specific goals or KPIs, and then taking help from statistical significance. Actionable data shows clear patterns or trends that are statistically valid, whereas other data consists of random fluctuations or outliers, which may not be what you are interested in. You also want to make sure that there is consistency across sources. Actionable insights are typically corroborated by multiple data points or channels, while other data or noise can be more isolated and contradictory. Actionable data suggests clear opportunities for improvement or decision making, whereas noise does not lead to meaningful actions or changes in strategy. By applying these criteria, I can effectively filter out the noise and focus on data that delivers or drives valuable business decisions. 3. How can customer engagement data be used to identify and prioritize new business opportunities? First, it helps us to uncover unmet needs. By analyzing the customer feedback, touch points, support interactions, or usage patterns, we can identify the gaps in our current offerings or areas where customers are experiencing pain points. Second would be identifying emerging needs. Monitoring changes in customer behavior or preferences over time can reveal new market trends or shifts in demand, allowing my company to adapt their products or services accordingly. Third would be segmentation analysis. Detailed customer data analysis enables us to identify unserved or underserved segments or niche markets that may represent untapped opportunities for growth or expansion into newer areas and new geographies. Last is to build competitive differentiation. Engagement data can highlight where our companies outperform competitors, helping us to prioritize opportunities that leverage existing strengths and unique selling propositions. 4. Can you share an example of where data insights directly influenced a critical decision? I will share an example from my previous organization at one of the financial services where we were very data-driven, which made a major impact on our critical decision regarding our credit card offerings. We analyzed the customer engagement data, and we discovered that a large segment of our millennial customers were underutilizing our traditional credit cards but showed high engagement with mobile payment platforms. That insight led us to develop and launch our first digital credit card product with enhanced mobile features and rewards tailored to the millennial spending habits. Since we had access to a lot of transactional data as well, we were able to build a financial product which met that specific segment’s needs. That data-driven decision resulted in a 40% increase in our new credit card applications from this demographic within the first quarter of the launch. Subsequently, our market share improved in that specific segment, which was very crucial. 5. Are there any other examples of ways that you see customer engagement data being able to shape marketing strategy in real time? When it comes to using the engagement data in real-time, we do quite a few things. In the recent past two, three years, we are using that for dynamic content personalization, adjusting the website content, email messaging, or ad creative based on real-time user behavior and preferences. We automate campaign optimization using specific AI-driven tools to continuously analyze performance metrics and automatically reallocate the budget to top-performing channels or ad segments. Then we also build responsive social media engagement platforms like monitoring social media sentiments and trending topics to quickly adapt the messaging and create timely and relevant content. With one-on-one personalization, we do a lot of A/B testing as part of the overall rapid testing and market elements like subject lines, CTAs, and building various successful variants of the campaigns. 6. How are you doing the 1:1 personalization? We have advanced CDP systems, and we are tracking each customer’s behavior in real-time. So the moment they move to different channels, we know what the context is, what the relevance is, and the recent interaction points, so we can cater the right offer. So for example, if you looked at a certain offer on the website and you came from Google, and then the next day you walk into an in-person interaction, our agent will already know that you were looking at that offer. That gives our customer or potential customer more one-to-one personalization instead of just segment-based or bulk interaction kind of experience. We have a huge team of data scientists, data analysts, and AI model creators who help us to analyze big volumes of data and bring the right insights to our marketing and sales team so that they can provide the right experience to our customers. 7. What role does customer engagement data play in influencing cross-functional decisions, such as with product development, sales, and customer service? Primarily with product development — we have different products, not just the financial products or products whichever organizations sell, but also various products like mobile apps or websites they use for transactions. So that kind of product development gets improved. The engagement data helps our sales and marketing teams create more targeted campaigns, optimize channel selection, and refine messaging to resonate with specific customer segments. Customer service also gets helped by anticipating common issues, personalizing support interactions over the phone or email or chat, and proactively addressing potential problems, leading to improved customer satisfaction and retention. So in general, cross-functional application of engagement improves the customer-centric approach throughout the organization. 8. What do you think some of the main challenges marketers face when trying to translate customer engagement data into actionable business insights? I think the huge amount of data we are dealing with. As we are getting more digitally savvy and most of the customers are moving to digital channels, we are getting a lot of data, and that sheer volume of data can be overwhelming, making it very difficult to identify truly meaningful patterns and insights. Because of the huge data overload, we create data silos in this process, so information often exists in separate systems across different departments. We are not able to build a holistic view of customer engagement. Because of data silos and overload of data, data quality issues appear. There is inconsistency, and inaccurate data can lead to incorrect insights or poor decision-making. Quality issues could also be due to the wrong format of the data, or the data is stale and no longer relevant. As we are growing and adding more people to help us understand customer engagement, I’ve also noticed that technical folks, especially data scientists and data analysts, lack skills to properly interpret the data or apply data insights effectively. So there’s a lack of understanding of marketing and sales as domains. It’s a huge effort and can take a lot of investment. Not being able to calculate the ROI of your overall investment is a big challenge that many organizations are facing. 9. Why do you think the analysts don’t have the business acumen to properly do more than analyze the data? If people do not have the right idea of why we are collecting this data, we collect a lot of noise, and that brings in huge volumes of data. If you cannot stop that from step one—not bringing noise into the data system—that cannot be done by just technical folks or people who do not have business knowledge. Business people do not know everything about what data is being collected from which source and what data they need. It’s a gap between business domain knowledge, specifically marketing and sales needs, and technical folks who don’t have a lot of exposure to that side. Similarly, marketing business people do not have much exposure to the technical side — what’s possible to do with data, how much effort it takes, what’s relevant versus not relevant, and how to prioritize which data sources will be most important. 10. Do you have any suggestions for how this can be overcome, or have you seen it in action where it has been solved before? First, cross-functional training: training different roles to help them understand why we’re doing this and what the business goals are, giving technical people exposure to what marketing and sales teams do. And giving business folks exposure to the technology side through training on different tools, strategies, and the roadmap of data integrations. The second is helping teams work more collaboratively. So it’s not like the technology team works in a silo and comes back when their work is done, and then marketing and sales teams act upon it. Now we’re making it more like one team. You work together so that you can complement each other, and we have a better strategy from day one. 11. How do you address skepticism or resistance from stakeholders when presenting data-driven recommendations? We present clear business cases where we demonstrate how data-driven recommendations can directly align with business objectives and potential ROI. We build compelling visualizations, easy-to-understand charts and graphs that clearly illustrate the insights and the implications for business goals. We also do a lot of POCs and pilot projects with small-scale implementations to showcase tangible results and build confidence in the data-driven approach throughout the organization. 12. What technologies or tools have you found most effective for gathering and analyzing customer engagement data? I’ve found that Customer Data Platforms help us unify customer data from various sources, providing a comprehensive view of customer interactions across touch points. Having advanced analytics platforms — tools with AI and machine learning capabilities that can process large volumes of data and uncover complex patterns and insights — is a great value to us. We always use, or many organizations use, marketing automation systems to improve marketing team productivity, helping us track and analyze customer interactions across multiple channels. Another thing is social media listening tools, wherever your brand is mentioned or you want to measure customer sentiment over social media, or track the engagement of your campaigns across social media platforms. Last is web analytical tools, which provide detailed insights into your website visitors’ behaviors and engagement metrics, for browser apps, small browser apps, various devices, and mobile apps. 13. How do you ensure data quality and consistency across multiple channels to make these informed decisions? We established clear guidelines for data collection, storage, and usage across all channels to maintain consistency. Then we use data integration platforms — tools that consolidate data from various sources into a single unified view, reducing discrepancies and inconsistencies. While we collect data from different sources, we clean the data so it becomes cleaner with every stage of processing. We also conduct regular data audits — performing periodic checks to identify and rectify data quality issues, ensuring accuracy and reliability of information. We also deploy standardized data formats. On top of that, we have various automated data cleansing tools, specific software to detect and correct data errors, redundancies, duplicates, and inconsistencies in data sets automatically. 14. How do you see the role of customer engagement data evolving in shaping business strategies over the next five years? The first thing that’s been the biggest trend from the past two years is AI-driven decision making, which I think will become more prevalent, with advanced algorithms processing vast amounts of engagement data in real-time to inform strategic choices. Somewhat related to this is predictive analytics, which will play an even larger role, enabling businesses to anticipate customer needs and market trends with more accuracy and better predictive capabilities. We also touched upon hyper-personalization. We are all trying to strive toward more hyper-personalization at scale, which is more one-on-one personalization, as we are increasingly capturing more engagement data and have bigger systems and infrastructure to support processing those large volumes of data so we can achieve those hyper-personalization use cases. As the world is collecting more data, privacy concerns and regulations come into play. I believe in the next few years there will be more innovation toward how businesses can collect data ethically and what the usage practices are, leading to more transparent and consent-based engagement data strategies. And lastly, I think about the integration of engagement data, which is always a big challenge. I believe as we’re solving those integration challenges, we are adding more and more complex data sources to the picture. So I think there will need to be more innovation or sophistication brought into data integration strategies, which will help us take a truly customer-centric approach to strategy formulation.   This interview Q&A was hosted with Ankur Kothari, a previous Martech Executive, for Chapter 6 of The Customer Engagement Book: Adapt or Die. Download the PDF or request a physical copy of the book here. The post Ankur Kothari Q&A: Customer Engagement Book Interview appeared first on MoEngage. #ankur #kothari #qampampa #customer #engagement