You’ve probably heard a thousand times that Artificial Intelligence is the future of marketing. But here’s an uncomfortable truth: AI is only as good as the data you feed it. If you train a state of the art model with incomplete or low-quality data, the results will be, at best, mediocre.
In the latest episode of Digital Talks by t2ó ONE, Esther Checa, Global Head of Innovation, spoke with Lorena Roque, Head of Data and Privacy at Google for Spain and Portugal. The conclusion was clear: we are in the middle of a measurement revolution, and Data Strength is the missing piece of the puzzle to gain a competitive advantage.
There was a golden era when third-party cookies allowed us to track the entire user journey. But the world has changed. Between regulations like GDPR and browser changes in Safari and Firefox, today many brands lose traceability if the user doesn’t convert within the first 24 hours.
The problem: you’re still paying for 100% of users, but if AI can’t “see” who converts, it will stop looking for them. It’s like having a physical store and blindfolding yourself three days a week—you don’t know who walks in or what they buy.
🎧 What you will hear in this podcast:
If you decide to give this episode a chance, you’ll get a practical masterclass on the new data ecosystem. Lorena Roque breaks down topics that keep any CMO up at night:
- The evolution of data: We’ve gone from tracking nearly 100% of activity with third-party cookies to a fragmented landscape where we only see 50–60%.
- Privacy as an opportunity: Giving users control over their data doesn’t mean losing information—it means building trust and long-term brand value.
- Multimodal AI: Models like Gemini can understand text, images, and video in real time, unlocking a new level of personalization.
- Real-world success stories: Companies like PepeVicent have achieved an 11.7% lift in conversions by adopting advanced data strategies.
Lorena describes Data Strength in simple terms: it’s the fuel that powers your campaigns. It’s not just a flow of data, it’s a unified data strategy that combines online and offline signals so AI can identify which users truly matter to your business. In a world where AI tools are widely accessible, real competitive advantage doesn’t come from the technology itself, but from how you manage and activate your data to drive business outcomes.
For this ecosystem to deliver real impact, driving an additional 15% to 30% in campaign profitability your Data Strength needs three essential ingredients. First, consented data: information from customers who trust your brand and have explicitly agreed to its use. Second, hybrid data: connecting online signals with offline sales or CRM data. As Lorena explains, AI sees a big difference between a customer who buys a $100 chair and one who purchases a $2,900 leather sofa feeding in these value signals helps the system prioritize high-impact audiences. And third, fresh data: AI needs to learn fast to optimize in real time, which makes integrating tools like Salesforce or BigQuery critical for daily updates.
If you want to stop measuring “in the dark” due to today’s browser limitations, there are two key technical steps you can take right now. First, implement Google Tag Gateway, which allows tags to run from your own domain as first-party data. This helps bypass Safari and Firefox restrictions, recover lost visibility, and typically drives around a 12% increase in recorded conversions. Second, use Google Data Manager, a centralized hub that connects all your data sources offline, web analytics, and CRM without heavy reliance on IT teams. When your data is orchestrated this way, technology stops being just a trend and becomes a true competitive advantage.
We await you at Digital Talks by t2ó ONE! The episode is now available on Spotify, Apple Podcast, YouTube, and iVoox. 🎧
If you enjoyed this episode and found it useful for your business, don’t miss the other episodes. Learn from the best and discover new insights for your company.🤓
