The AI Marketing Canvas

Auteur

Raj Venkatesan is the Ronald Trzcinski Professor of Business Administration in the Darden Graduate School of Business Administration at the University of Virginia. His writing has appeared in the Journal of Marketing and Harvard Business Review, among others, and he is the coauthor of Marketing Analytics (2021).Jim Lecinski is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management. His thirty years of experience as a marketing adviser for prominent global brands includes a twelve-year stint at Google, where he was vice president of customer solutions. He is the author of Winning the Zero Moment of Truth (2011).

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This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success?regardless of where their marketing organization is in the process.

The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit?

The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands?including Google, Lyft, Ancestry.com, and Coca-Cola?that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders?for your team and culture.

Contenu

1. "The Marketer's Challenge Today"
2. "The AI Marketing Canvas: A Strategic Path Forward for Marketers"
3. "Navigating This Book"
4. "Networks and Nodes"
5. "The Customer Relationship Moments Mental Model"
6. "What Are Artificial Intelligence and Machine Learning?"
7. "Elements of the AI Marketing Canvas"
8. "Stage 1: Foundation"
9. "Stage 2: Experimentation"
10. "Stage 3: Expansion"
11. "Stage 4: Transformation"
12. "Stage 5: Monetization"
13. "Putting It All Together: Starbucks"
14. "Managing Change"
15. "Getting Started"
16. "A Call to Action"