By Cary Lawrence

AI officially has its foothold in the eCommerce industry, and many marketers are diving in with hopes of reaping the benefits. However, even the best AI tools will not deliver meaningful results without the right data foundation. Teams need to ensure they are laying the proper groundwork. From a brand’s own first-party data to its third-party enrichment partners, preparing your data for AI ensures accurate outputs and reliable, actionable insights that support long-term profitability.

As marketers, we often assume that more data equals better output, but this is not always true. AI tools are only as good as the data that fuels them, and that data typically comes from a mix of internal and external sources that can vary in accuracy or relevance. Outdated, duplicate, or inaccurate data can lead to poor predictions, missed opportunities for personalization, and wasted ad spend. Ensuring the structure, reliability, and context of your data is essential for strong decision-making. In short: bad data in, bad insights out.

A brand’s first-party data is its most valuable asset because it is clean, verified information collected directly from owned channels, including purchases and customer surveys. But first-party purchase data can only take you so far. To unlock a fuller picture of your customers, brands can enrich their first-party data with select third-party attributes such as demographics, lifestyle indicators, and household data. This combination of sales data, lead lists, and enrichment enables advanced segmentation and personalization.

Read the full blog here

Explore the whole blog here

If you’re optimizing for growth, you need ecomm tactics that actually work. Not mushy strategies.

Go-to-Millions is the ecommerce growth newsletter from Ari Murray, packed with tactical insights, smart creative, and marketing that drives revenue.

Every issue is built for operators: clear, punchy, and grounded in what’s working, from product strategy to paid media to conversion lifts.

Subscribe for free and get your next growth unlock delivered weekly.

Sign up now

Looking for new solutions to your growth problems?

We're busy getting our event directory fully up to date for 2026... if you have an event we should be promoting, submit it here

Explore our event directory

Join us LIVE in February How to Grow Your Sales & Profits: Promotions, Personalization and More… A dynamic live talk crafted for forward-thinking professionals eager to explore how cutting-edge AI is reshaping revenue, engagement, and personalized customer experiences in the digital marketplace.

Sign up to join us live, and get your questions answered OR to get fast access to the replay.