The AI marketing canvas :: a five-stage road map to implementing artificial intelligence in marketing /
"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 book is also a call to action for marketing leaders to confront and decide how they will...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Stanford, California :
Stanford Business Books, an imprint of Stanford University Press,
[2021]
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "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 book is also a call to action for marketing leaders to confront and decide how they will address this critical pivot point in marketing. The authors pose to marketers the critical questions of (1) 'How should modern Marketers be thinking about Artificial Intelligence and Machine Learning?' and (2) 'How should Marketers be developing a strategy & plan to implement AI into their marketing toolkit?' Opening chapters provide marketing leaders with an overview of what exactly AI is, how is it different than traditional computer science approaches; then proposes a best practice 5 stage framework for how to implement what the authors term the 'AI Marketing Canvas.' This is based on research and interviews the authors did 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 currently, successfully, weaving AI into their marketing strategies, including Google, LYFT, Ancestry.com, and Coca-Cola. The book ends with a discussion of important implications for marketing leaders, for your team, people and culture. Strategically sound, application-focused, and customer-centric, this book fills a lacuna in actionable marketing strategy guidance at a time when it is most needed"-- |
| Beschreibung: | 1 online resource (xii, 250 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781503628045 1503628043 |
Internformat
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| 245 | 1 | 4 | |a The AI marketing canvas : |b a five-stage road map to implementing artificial intelligence in marketing / |c Rajkumar Venkatesan & Jim Lecinski. |
| 264 | 1 | |a Stanford, California : |b Stanford Business Books, an imprint of Stanford University Press, |c [2021] | |
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| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "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 book is also a call to action for marketing leaders to confront and decide how they will address this critical pivot point in marketing. The authors pose to marketers the critical questions of (1) 'How should modern Marketers be thinking about Artificial Intelligence and Machine Learning?' and (2) 'How should Marketers be developing a strategy & plan to implement AI into their marketing toolkit?' Opening chapters provide marketing leaders with an overview of what exactly AI is, how is it different than traditional computer science approaches; then proposes a best practice 5 stage framework for how to implement what the authors term the 'AI Marketing Canvas.' This is based on research and interviews the authors did 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 currently, successfully, weaving AI into their marketing strategies, including Google, LYFT, Ancestry.com, and Coca-Cola. The book ends with a discussion of important implications for marketing leaders, for your team, people and culture. Strategically sound, application-focused, and customer-centric, this book fills a lacuna in actionable marketing strategy guidance at a time when it is most needed"-- |c Provided by publisher. | ||
| 505 | 0 | |a The challenge and the solution. The marketer's challenge today -- The AI marketing canvas : a strategic path forward for marketers -- Navigating this book -- AI and marketing essentials. Networks and nodes -- The customer relationship moments mental model -- What are artificial intelligence and machine learning? -- The AI marketing canvas : five stages of AI and machine learning in marketing. Elements of the AI marketing canvas -- Stage 1 : foundation -- Stage 2 : experimentation -- Stage 3 : expansion -- Stage 4 : transformation -- Stage 5 : monetization -- Putting it all together : Starbucks -- Implementation. Managing change -- Getting started -- A call to action. | |
| 588 | |a Description based on online resource; title from digital title page (viewed on October 20, 2021). | ||
| 650 | 0 | |a Artificial intelligence |x Marketing applications. |0 http://id.loc.gov/authorities/subjects/sh2020008033 | |
| 650 | 6 | |a Intelligence artificielle |x Applications en marketing. | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General. |2 bisacsh | |
| 650 | 7 | |a Artificial intelligence |x Marketing applications |2 fast | |
| 700 | 1 | |a Lecinski, Jim, |e author. |0 http://id.loc.gov/authorities/names/no2012038832 | |
| 758 | |i has work: |a The AI marketing canvas (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFqDKv8X68vTxqKGXr4hjK |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBU-on1241730045 |
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| _version_ | 1804748478559027200 |
| adam_text | |
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| author | Venkatesan, Rajkumar Lecinski, Jim |
| author_GND | http://id.loc.gov/authorities/names/ns2015000729 http://id.loc.gov/authorities/names/no2012038832 |
| author_facet | Venkatesan, Rajkumar Lecinski, Jim |
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| author_sort | Venkatesan, Rajkumar |
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| contents | The challenge and the solution. The marketer's challenge today -- The AI marketing canvas : a strategic path forward for marketers -- Navigating this book -- AI and marketing essentials. Networks and nodes -- The customer relationship moments mental model -- What are artificial intelligence and machine learning? -- The AI marketing canvas : five stages of AI and machine learning in marketing. Elements of the AI marketing canvas -- Stage 1 : foundation -- Stage 2 : experimentation -- Stage 3 : expansion -- Stage 4 : transformation -- Stage 5 : monetization -- Putting it all together : Starbucks -- Implementation. Managing change -- Getting started -- A call to action. |
| ctrlnum | (OCoLC)1241730045 |
| dewey-full | 658.800285/63 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.800285/63 |
| dewey-search | 658.800285/63 |
| dewey-sort | 3658.800285 263 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | ZDB-4-EBU-on1241730045 |
| illustrated | Illustrated |
| indexdate | 2024-07-16T15:04:31Z |
| institution | BVB |
| isbn | 9781503628045 1503628043 |
| language | English |
| lccn | 2020041771 |
| oclc_num | 1241730045 |
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| physical | 1 online resource (xii, 250 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 2021 |
| publishDateSearch | 2021 |
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| spelling | Venkatesan, Rajkumar, author. http://id.loc.gov/authorities/names/ns2015000729 The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / Rajkumar Venkatesan & Jim Lecinski. Stanford, California : Stanford Business Books, an imprint of Stanford University Press, [2021] ©2021 1 online resource (xii, 250 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and index. "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 book is also a call to action for marketing leaders to confront and decide how they will address this critical pivot point in marketing. The authors pose to marketers the critical questions of (1) 'How should modern Marketers be thinking about Artificial Intelligence and Machine Learning?' and (2) 'How should Marketers be developing a strategy & plan to implement AI into their marketing toolkit?' Opening chapters provide marketing leaders with an overview of what exactly AI is, how is it different than traditional computer science approaches; then proposes a best practice 5 stage framework for how to implement what the authors term the 'AI Marketing Canvas.' This is based on research and interviews the authors did 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 currently, successfully, weaving AI into their marketing strategies, including Google, LYFT, Ancestry.com, and Coca-Cola. The book ends with a discussion of important implications for marketing leaders, for your team, people and culture. Strategically sound, application-focused, and customer-centric, this book fills a lacuna in actionable marketing strategy guidance at a time when it is most needed"-- Provided by publisher. The challenge and the solution. The marketer's challenge today -- The AI marketing canvas : a strategic path forward for marketers -- Navigating this book -- AI and marketing essentials. Networks and nodes -- The customer relationship moments mental model -- What are artificial intelligence and machine learning? -- The AI marketing canvas : five stages of AI and machine learning in marketing. Elements of the AI marketing canvas -- Stage 1 : foundation -- Stage 2 : experimentation -- Stage 3 : expansion -- Stage 4 : transformation -- Stage 5 : monetization -- Putting it all together : Starbucks -- Implementation. Managing change -- Getting started -- A call to action. Description based on online resource; title from digital title page (viewed on October 20, 2021). Artificial intelligence Marketing applications. http://id.loc.gov/authorities/subjects/sh2020008033 Intelligence artificielle Applications en marketing. BUSINESS & ECONOMICS / Marketing / General. bisacsh Artificial intelligence Marketing applications fast Lecinski, Jim, author. http://id.loc.gov/authorities/names/no2012038832 has work: The AI marketing canvas (Text) https://id.oclc.org/worldcat/entity/E39PCFqDKv8X68vTxqKGXr4hjK https://id.oclc.org/worldcat/ontology/hasWork Print version: Venkatesan, Rajkumar. AI marketing canvas. Stanford, California : Stanford Business Books, an imprint of Stanford University Press, 2021 9781503613164 (DLC) 2020041771 (OCoLC)1200833165 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2853901 Volltext |
| spellingShingle | Venkatesan, Rajkumar Lecinski, Jim The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / The challenge and the solution. The marketer's challenge today -- The AI marketing canvas : a strategic path forward for marketers -- Navigating this book -- AI and marketing essentials. Networks and nodes -- The customer relationship moments mental model -- What are artificial intelligence and machine learning? -- The AI marketing canvas : five stages of AI and machine learning in marketing. Elements of the AI marketing canvas -- Stage 1 : foundation -- Stage 2 : experimentation -- Stage 3 : expansion -- Stage 4 : transformation -- Stage 5 : monetization -- Putting it all together : Starbucks -- Implementation. Managing change -- Getting started -- A call to action. Artificial intelligence Marketing applications. http://id.loc.gov/authorities/subjects/sh2020008033 Intelligence artificielle Applications en marketing. BUSINESS & ECONOMICS / Marketing / General. bisacsh Artificial intelligence Marketing applications fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2020008033 |
| title | The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / |
| title_auth | The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / |
| title_exact_search | The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / |
| title_full | The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / Rajkumar Venkatesan & Jim Lecinski. |
| title_fullStr | The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / Rajkumar Venkatesan & Jim Lecinski. |
| title_full_unstemmed | The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing / Rajkumar Venkatesan & Jim Lecinski. |
| title_short | The AI marketing canvas : |
| title_sort | ai marketing canvas a five stage road map to implementing artificial intelligence in marketing |
| title_sub | a five-stage road map to implementing artificial intelligence in marketing / |
| topic | Artificial intelligence Marketing applications. http://id.loc.gov/authorities/subjects/sh2020008033 Intelligence artificielle Applications en marketing. BUSINESS & ECONOMICS / Marketing / General. bisacsh Artificial intelligence Marketing applications fast |
| topic_facet | Artificial intelligence Marketing applications. Intelligence artificielle Applications en marketing. BUSINESS & ECONOMICS / Marketing / General. Artificial intelligence Marketing applications |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2853901 |
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