Your Data, Your AI, And Controlling Your Future - Tim Hayden, BrainTrust Partners
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No two businesses are the same. In today's landscape, your business possesses a valuable yet often underutilized asset: first-party data and open source artificial intelligence. As technology continues to evolve, we each face numerous challenges beyond our control. However, by implementing robust data management practices and business intelligence systems, you can take charge of your own transformation and navigate market uncertainties with confidence. First-party data, when properly collected, corrected, processed, and applied, can provide you with unique insights into operations, customer preferences and needs, inventory status, and your market position. Turning disparately managed data into actionable intelligence, you will be greater enabled to make informed decisions that drive business success. Then, you are ready for what's next: AI you can control and configure to your business for continuous growth and improvement. Key Takeaways: 1. Knowing what is of real value, and what is of hype in AI and SaaS. 2. How to budget for a CDP, cloud systems, and AI 3. How to diversify revenue, by shifting from a sales transaction focus to a focus on growing customer lifetime value.
Your Data, Your AI, And Controlling Your Future - Tim Hayden, BrainTrust Partners
- 1. Your Data, Your AI, And Controlling Your Future MASTER CLASS Tim Hayden CEO BRAINTRUST PARTNERS AUSTIN, TX ~ JULY 1 - 2, 2025 DIGIMARCONTEXAS.COM | #DigiMarConTexas
- 2. Your Data, Your AI, and Controlling Your Future T Tim Hayden CEO, BrainTrust Partners July 2, 2025 Austin, Texas
- 3. Future Readiness Transformation Control Growth and transformation of which you control, to navigate and succeed through that you cannot control. No Futureproofing There is no futureproofing. There is only future readiness.
- 4. 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
- 5. Today's Journey 1 The Value of First-Party Data 2 Customer Data Platforms: Your Foundation 3 Powering Open-Source AI Models 4 Creating Your AI Workforce 5 Interactive Exercises & Next Steps
- 6. What Is First-Party Data? Information you collect directly from your customers: • Purchase history • Website behavior • App usage • Customer service interactions • Survey responses The most valuable data because it's: • Exclusive to your brand • Highest accuracy • Customer-consented • Privacy compliant
- 9. preencoded.png DATA DEPRECATION is shaking digital business to its foundation. 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 Privacy and Security Laws New rules and legislation limit an advertisers' ability to track and store customer data: • FTC Safeguard • GDPR + ePrivacy in Europe • CPRA, CDPA, VCDPA, TDPSA 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+
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- 12. Leading CDP Platforms Treasure Data Tealium • Enterprise-grade scalability • Advanced identity resolution • Cross-industry expertise • Deep AI/ML capabilities In the last 12 months: • Anthropic and AWS Bedrock for AGENTIC operations within the CDP • SECURE/PRIVATE MCP Connectivity for AGENT tasks ANYWHERE • Real-time data processing • Extensive integration ecosystem • Extensive integration ecosystem • Strong compliance controls • API-first architecture In the last 12 months: • ”AI Stream” API connector specific for APPLIED AI and CUSTOM LANGUAGE MODELS • SECURE/PRIVATE MCP Connectivity for AGENT tasks ANYWHERE
- 13. CDP Tablestakes From Generic Messages Mass communications with little personalization To Individual Experiences Tailored content based on complete customer understanding From Wasteful Spending Broad targeting with high acquisition costs To Laser Accuracy Precision targeting with optimal channel selection
- 14. What Is a Customer Data Platform? Unified Data Centralizes all customer touchpoints across channels Identity Resolution Creates single customer view across devices & interactions Segmentation Powers precise customer grouping for higher accuracy in programmatic media Activation Seamlessly delivers insights to marketing channels and tools
- 15. The First-Party Data Advantage 2.2x Revenue Growth Brands leading in first- party data strategies see more than double the revenue growth of laggards 1.7x Cost Efficiency Customer acquisition costs drop significantly with optimized first-party data usage 30% Higher Loyalty Improved customer retention rates through personalized experiences
- 16. The Truth, On Average … 67% Conversion Increase Through personalized product recommendations 42% ROAS Improvement By targeting high- value customer segments 3.2x Loyalty Growth From individualized retention campaigns All powered by unified first-party data in their CDP
- 17. 1-Minute Interactive Exercise Turn to your neighbor and discuss: What first-party data does your organization already collect that isn't being fully utilized?
- 18. Your Brand's Voice in AI First-party data ensures your AI reflects: Customer Language How your customers actually talk about products Brand Voice Your unique tone and communication style Product Knowledge Accurate details about your offerings Brand Values The principles your organization stands for
- 19. DataBricks & Snowflake Unified Platform Seamless environment for data processing, model training and deployment Performance Optimized infrastructure for handling massive data and complex AI workloads Tooling Built-in MLOps capabilities for model management and governance
- 20. Open Source AI Revolution Benefits of Open Source LLMs: • Full control over your AI • Data stays within your environment • Customization for your specific needs • No dependency on single AI vendor • Typically, lower cost to operate Popular Open Source Models: • Llama 3 • Mistral • Falcon • MPT • Pythia
- 21. Model Context Protocol: Secure Connections MCP creates secure pathways between: Your Data Securely stored in your CDP Your AI Models Running in your DataBricks environment AI Agents Working across your business processes All while maintaining data sovereignty
- 22. Building Your AI Workforce Support Agents Handle customer inquiries 24/7 with perfect product knowledge Marketing Specialists Create personalized content and optimize campaigns Research Analysts Continuously gather and analyze customer feedback
- 23. The Data-to-AI Pipeline CDP Collects & Unifies Data First-party data from all touchpoints Data Preparation in DataBricks Cleaning, structuring, and enriching Model Fine-Tuning Adapting open source LLMs to your data Deployment & Monitoring Production environment with guardrails
- 24. Typical Roadmap 1 Month 1-2 Use Cases Mapped, CDP selection, and implementation planning 2 Month 3-6 Data integration and unification 3 Month 6-9 DataBricks environment setup and data pipeline creation 4 Month 8-12 LLM selection, training and fine-tuning 5 Month 10-12 First AI agents deployment and iteration
- 25. Control Your Future 1 Own your data, own your future 2 First-party data is your competitive advantage 3 Create AI that truly represents your brand