Are you looking at how your marketing can use AI? That’s good if you are, but it’s not enough to know how it works. Whether you are embedded in marketing operations or you’re an executive who oversees it, you must also figure out how to get your organization to buy into AI. You’ll need stakeholders who own precious data, you’ll need knowledge experts to train your models, you’ll possibly need operations folks to change what they deliver…as AI informs what you offer. Lastly, you’ll need money – getting that money will take you proving that investing in AI yields a positive ROI. So by now, you’re probably wondering how you can implement AI. Well, if you are, you will definitely be interested in the framework called the “The AI Marketing Canvas”
It’s all detailed in a book by the same name, co-authored by Raj Venkatesan, along with Jim Lecinski.
Professor Venkatesan is a professor at the Darden School of Business at U of Virginia. He is also a co-author of the book Cutting Edge Marketing Analytics. Before coming to Darden, Venkatesan taught graduate students at the University of Connecticut. There, he was the recipient of the MBA Teacher of the Year Award. He received his Ph.D. in marketing from the University of Houston and his B.E. in computer engineering from the University of Madras. He has consulted with firms in the technology, retailing, media, industrial goods and pharmaceutical industries.
People/Products/Concepts Mentioned in Show
Framework’s 5 stages, reproduced with permission:
- AI Marketing Moments: acquisition, retention, growth, advocacy
- Google’s Zero Moment of Truth, co-authored by Jim Lecinski
- Clayton Christensen and the Innovator’s Dilemma
- CapEx vs OpEx
- Washington Post’s spinoff Zeus Technology
- Jim Lecinski’s LinkedIn Profile
- Rajkumar Venkatesan’s LinkedIn Profile
