The importance of data in an artificial intelligence project

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The importance of data in artificial intelligence is out of question. Data and AI are so entwined and bonded that they can’t live without one another.

However, you may ask, why is data so crucial? Are they all the same? What can you do with them to take advantage of artificial intelligence for marketing strategies?

We are going to see all of this, and you will have all the answers you need!

Why everything begins with data

As usual, let’s start with a simple statement – what is data?
Data is the most important kind of bricks on which you build your artificial intelligence projects. Without them, you can’t even imagine starting something.

The most significant thing to notice is that artificial intelligence’s main feature is its abundance of several kinds of data. Without datasets, there is no way an AI project can work whatsoever. 

Naturally, data has to meet some requirements, which are going to be explored in a few lines.

Data is the very foundation of artificial intelligence, because we feed it with information, and it can extrapolate patterns and insights from it. No AI or machine learning can improve if it doesn’t have the right fuel – little bits of knowledge that we can give them.

The more data you have, the more you can refine them, the better results you will obtain. In fact, any system of artificial intelligence needs a significant amount of structured data to function properly, and all of these bits of information should be clean and unbiased.

You can collect any kind of data, from emails, to the office’s databases, but it is not enough.

Actually, here is the trick – your data has to be relevant for you, for your brand and for the purposes you want to achieve.

Which types of data do exist?

So, are all kinds of data the same?
The answer is obviously no. There are several types of data, however, we can start by separating them in two main categories.

Structured data. These are the actual constitutive elements that allow artificial intelligence algorithms to identify patterns, extract insights and make predictions. Most of the time, this kind of data is also categorized as quantitative data. It is the most common type of data we use in our daily work, because it is neatly organized, and we can easily find out the bits we are looking for – and of course, the algorithms can do the same thing. It is thanks to it that we can discover the patterns and the relationships between the different elements that we were discussing earlier. 

Unstructured data. On the other hand, we have unstructured data. These ones are more similar to the pieces of a puzzle that one should put together to see the big picture and understand what’s going on. In this case, an unskippable step is the cleaning of data, because they must be filtered properly in order to let an AI algorithm use them.

However, this is only one of the possibilities when it comes to selecting data from their type, according to your needs, the problem you want to solve with artificial intelligence and your current dataset.

How to use data: acquisition, elaboration, analysis

If there is a professionist that knows how to handle data, it is the data analyst. Data analysts are usually responsible for three main phases:

  1. Acquisition
  2. elaboration
  3. analysis

Naturally, artificial intelligence helps us to do it in way less time and with greater accuracy.

Acquisition of data. In this phase, the important element is that you have access to data from several sources. You need to collect all the disposable sources you have – and possibly even create a database for your sources, that is a great help in case you need to find out something very quickly.
All the bits of information you will collect are the fuel for your artificial intelligence algorithms.

Elaboration of data. This second part of the process includes the cleaning of data, in order to make them more accessible for the analysis.

Data analysis. This part includes identification of patterns and trends in data, in order to find insight to help brands to better understand customers and improve products and services. It is the phase in which artificial intelligence can boost the results at best, because it can find relationships between single elements we could never guess in a usable time. 

These three phases are absolutely essential to extrapolate all the most useful insight from data, eliminating bias, useless information and redundancy. This is the moment on which we can start using it at its purest form, for example for marketing strategies.

Why data are important for business strategies

It is not the first time we discuss the importance of data driven business.
Acquiring, selecting and analysing data is one of the main keys to master a business based on evidence and proof instead of sheer intuition.

Artificial intelligence helps analyze them faster and more efficiently, giving us precious insights to use in our business strategies.
However, how can we actually use the refined data for our company?

Data is so crucial because it allows you to plan your strategy with a solid base of evidence. If you can extract and understand them well enough, they will explain a lot about your company and, thanks to predictive analytics, they can also help you to plan the future.

You may understand, for instance, that your sales aren’t so good because your actual clients are not the buyer persona you originally created. Or that your website is confusing and people don’t reach the end of the customer journey. Or you could even discover that there are other topics to discuss on your social media that will engage more your audience.

The only way you can discover how your brand is going is through data, and artificial intelligence is the best helper you can get.


When it comes to data and artificial intelligence, the two elements are strictly bonded. Algorithms help to extract interesting patterns from data, and data is the very basis to use your AI in the most efficient way.

All of this will bring your marketing to the next level, with a data-driven approach to your content and your strategies.
Do you think everybody recognizes the importance data deserve?

If your answer is “Definitely YES!”, then do not hesitate to contact us immediately!

At Ghostwriter AI we will help you to identify your data, clean, organize, and extract value from it leveraging our powerful AI systems.

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