40: Preparing marketing data for AI: Insights from jeweler David Yurman's global head of CRM, data, customer experience and loyalty, Neha Kovach

What does "AI-ready data" look like in a modern marketing organization, and where can it create practical value for marketers? 

In today's episode Alan Hart talks with Neha Kovach about the practical work marketers may need to consider before AI can deliver real value. Neha is jeweler David Yurman's global head of customer resource management, data, customer experience and loyalty.

Neha believes that getting data ready is less about volume, more about structure and context: cleaning it up, defining customers more clearly, and turning general customer data into signals that can guide action—like how recently someone purchased or how close they are to a milestone. She suggests the bigger opportunity for AI may not be routine service, but rather helping marketers improve conversion, retention, and personalization with more relevant timing and messaging. 

She also points to a separate operational benefit: increasing workforce capacity by helping teams work more efficiently. Looking ahead, she also explores what it might take for brands to compete in a world where AI agents may increasingly shape what customers see, consider and buy. 

 

In this episode, you'll hear about: 

Ways to think about creating a stronger data foundation to prepare for AI more effectively 

Where AI may offer practical support across customer engagement, team capacity and decision-making 

Why understanding customer intent may become increasingly important as marketing continues to evolve 

 

Key Highlights:

[00:00] Introduction  

[01:15] Moving to the United States 

[02:05] Neha's path to David Yurman 

[04:25] What is David Yurman? 

[05:20] Preparing data for AI 

[07:55] Bringing agents into the mix 

[11:20] Specific agentic use cases  

[13:20] Customer experience in an agentic-enabled world 

[14:30] An experience that defines you: Losing her mother and becoming one herself 

[17:35] Advice to your younger self: Be gentle to yourself 

[18:50] A topic marketers need to learn more about: Neuroplasticity and quantum physics 

[20:45] Largest opportunity and threat to marketers today: Customer attention span 

 

Resources mentioned:   

David Yurman 

 

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