Leveraging Responsible AI for Digital Marketing Success; Netsertive’s Approach to Helping Multi-Location Brands Win Even Faster

Multi-location and franchise brands have always faced a dilemma: they have vast amounts of customer and marketing data, yet it often remains untapped due to disconnected platforms, fragmented analytics, and dirty data. Marketers are getting more serious about how to unlock their data goldmine to help drive growth opportunities.  To maximize the opportunities requires fully harnessing the fast-moving AI technology tools – and to do that requires  clean and structured data wherever possible. 

Since working with our first customer in 2009, Netsertive’s mission has been to simplify the complexities of digital marketing for multi-location marketers; breaking down the siloed and disjointed marketing that holds most marketers back. In this blog post we’ll explore how Netsertive addresses these challenges leveraging Responsible AI and ultimately empowering multi-location marketers to unlock the full potential of this data and AI revolution. 

Laying the Groundwork: Getting “AI-Ready”

According to the latest CMO Council report, nearly 4 in 5 business leaders believe AI will deliver a competitive advantage over the next 18 months, yet only 2 in 5 of those business leaders are confident in their data-AI readiness. 

For multi-location marketers, being AI-ready means having the foundational elements in place to fully leverage AI. It’s not just about adopting AI tools, but rather, establishing an environment where AI can truly drive insights and automation at scale, which requires:

 

• Connected and Centralized Data Infrastructure: AI requires data and for multi-location brands, this means integrating data from various sources across all locations – including paid advertising platforms, website analytics, call tracking, CRM, and location-specific information – into a unified system. This eliminates data silos and provides a comprehensive view for AI to quickly and accurately analyze.
• Clean and Accessible Data: Beyond just connecting data, it needs to be clean, accurate, and structured in a format that AI algorithms can readily process. This involves data cleansing, standardization, such as consistent conversion definitions and ensuring consistent data governance practices are in place across all locations as well as corporate and third-party partners.
• Security and Transparency: Multi-location marketers need to grasp the ethical implications – and risks – of using AI. Important areas like data privacy, security, and transparency in how AI recommendations and actions are generated and implemented, must be addressed and aligned with your organization’s strategy..
• Skills and Mindset for AI Integration: While every marketer does not need to be a data scientist, each needs a willingness and ability to understand AI-driven implications, uses & recommendations. Each needs to develop a working knowledge of some AI tools, and adopt strategies based on AI insights. This also involves addressing any digital skills gaps within the organization and understanding what your current or future business partners can bring to the table to augment your needs. You don’t need to build a team of people and solve all of these problems yourself so long as you have a clear roadmap of where you want to go and a plan with partners to get you there.

 

Marketing leaders are under more pressure than ever to drive revenue growth and prove ROI, and being AI-ready is crucial to meeting those needs.  But it can be daunting to even know where to start, given the pace of change right now. Many are looking to partner with trusted marketing technology providers like Netsertive to address these challenges with a comprehensive data infrastructure and AI-powered platform that unifies their entire digital ecosystem.

 

Responsible AI: Wrangling the Wild Wild West

 

AI right now is the wild wild west, which sparks both excitement and unease among marketers. Among the top concerns are the over-reliance on AI for content creation, which could erode a more genuine and authentic human connection, and ethical and privacy concerns that come with massive amounts of personal data collected and analyzed by AI systems.

To truly maximize the value of AI-driven tools in marketing, Netsertive takes an approach known as Responsible AI, which combines a secure, unified data structure and purpose-built tech tools with human expertise and judgment. Responsible AI is essential for marketers because it focuses on human insight, paired with security and privacy, to deliver clear, fast, actionable insights. It’s not just about using AI for the sake of AI; it’s about using this powerful technology in a way that enhances marketing efforts and drives tangible results.

Responsible AI combines a secure and unified data structure with human expertise.

As AI becomes more prevalent, marketers need partners like Netsertive who use it responsibly to avoid risks such as data leaks and to maximize the value of AI-driven tools. For example, with Netsertive, marketing leaders and brands can feel confident they are leveraging:

 

• Human-in-the-Loop Excellence: Netsertive integrates human expertise with AI capabilities, providing a tech-enabled service model that delivers real results. This approach ensures that AI is used to enhance, not replace, human insight.
• AI Tools Purpose-Built for Multi-Location Brands: Netsertive has developed proprietary AI tools designed specifically for multi-location marketers:
  • Dynamic Insights: Extracts meaningful patterns from calls, forms, and attribution data across an entire network, digital channels and locations.
  • Dynamic Actions & Alerts: Proactively identifies when to pause, boost, or adjust campaigns based on real-time signals.
  • Predictive Outcomes: Forecasts performance, identifies campaign decay, and optimizes budget allocation across locations.
• Data Infrastructure: Netsertive’s comprehensive, connected local data infrastructure is a key for effective AI implementation. This infrastructure connects central strategy with local execution, links marketing activities to business outcomes, and provides transparent performance insights.
• Data Security and Privacy: Responsible AI also prioritizes data security and privacy and provides clear explanations for recommendations and actions.

 

Transforming Data Silos into Marketing Intelligence

By unifying fragmented data into a marketing intelligence ecosystem, marketers can break down the walls between their various data sources to better leverage AI. Netsertive’s Multi-Location Experience (MLX) Platform integrates with everything from the major ad platforms, to websites, location pages, call tracking systems, CRM and POS data, location-specific information, 3rd party data sources and more. This unified approach enables data-driven decision-making at both the brand and location levels to better harness and reap all of the benefits AI has to offer. 

If your team needs help getting AI-ready or would like to learn more about our AI-powered solutions, connect with us to start a conversion.