EAN: 9781503613164

THE AI MARKETING CANVAS - RAJ VENKATESAN JIM LE...

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.

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