The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing

by Raj Venkatesan, Jim Lecinski

Overview

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.

Product Details

ISBN-13:	9781503628045
Publisher:	Stanford Business Books
Publication date:	05/18/2021
Sold by:	Barnes & Noble
Format:	eBook
Pages:	272
File size:	7 MB

About the Author

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).

Table of Contents

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"

Editorial Reviews

"Raj and Jim offer a compelling roadmap for CMOs to understand, experience and implement AI at any stage of their marketing journey. This guide provides the framework to build the vision required for C-Suite buy-in and create an actionable cross-functional plan to deliver results."—Jean English, CMO, Palo Alto Networks

"The AI Marketing Canvas presents a clear and compelling argument with practical, proven advice for making AI a real priority in your strategic plans. Read this book before your competition does!"—Richard Guest, Vice President of Brand Communications, Burger King North America

"This book answers the questions you always wanted to ask about AI, with real life examples from companies who have been on the journey and a roadmap that meets you where you are. A definite must-read for every CMO!"—Heather Malenshek, SVP, Chief Marketing Officer, Land O'Lakes Inc

"Definitive reading for every marketer looking to grasp the modern tools of the trade. Raj and Jim have written the textbook on Marketing AI. This book is chock full of easy-to-understand definitions to tools that help put AI in action."—Thomas Ranese, Vice President of Global Marketing, Uber

"The AI Marketing Canvas is part inspiration, part how-to, and part kick-in-the-pants to tackle growth in long-term brand equity by outlining a framework that will delight the customer in today's nuanced and competitive marketplace. A must-read for the Modern Marketer!"—Dave Schneider, Chief Marketing Officer, Red Wing Shoe Co.

"A critical read for marketing leaders to use to develop their organizations' use of Artificial Intelligence and Machine Learning. Raj and Jim provide a clear, relatable path by identifying the five stages of AI and Machine Learning to develop a strategy and properly progress to the next stage."—Joel Yashinsky, Chief Marketing Officer, Applebee's Grill & Bar

"Strategic marketing drives growth that can only be achieved by delivering truly customer-centric experiences. Marketers now must harness the power of AI and data to scale experiences that convert; this book gives you the foundational knowledge, framework and inspiration to do just that."—Christina Bottis, CMO, Coyote Logistics

"AI is something every marketer thinks they need to use, but don't really know why. The AI Marketing Canvas does a phenomenal job of demystifying this burgeoning capability and laying out actionable plans that allow AI to be a key differentiator that sets your brand apart. A must read for any marketer that seeks real disruption."—Andrea Brimmer, CMO, Ally Financial

"This is a must-read book for business leaders that want to truly understand the impact AI will continue to have on companies and brands that want to leverage customer centricity as their North Star in driving growth. It is a smart, pragmatic, toolkit filled playbook that allows the reader to turn best practice learning's into implementation moves, now!"—Scott Davis, Chief Growth Officer, Prophet

"Not only do the authors make the case that AI-driven marketing is critical, but also provide a practical and inspirational primer on how marketers can make it work for their business. This book will get any marketer both excited and prepared for the possibilities of AI marketing and eager to jump in!"—Kelly Gillease, CMO, NerdWallet

"Whatever stage in your marketing evolution and digital customer journey, learn how to unlock the value you have already captured using AI to supercharge impact. This powerful yet digestible book gives you a step by step guide to take stock by asking the right questions, lay a foundation and get started on execution. Build a roadmap, demonstrate success and get the support and investment you need."—Brett Groom, Chief Marketing Officer, ATI Physical Therapy

"Over the next 10 years, AI and machine learning will transform marketing in ways far more profound than previous technology revolutions.For marketing leaders, recognizing the shift isn't enough. You have to act.This book provides a practical roadmap for getting started and for building sustainable advantage in the face of disruptive change."—Matt Lawson, CMO, Juniper Square

"Through real-world, evidence-based research, Raj and Jim clearly demonstrate that successful implementation of AI and machine learning is going to result in 'winner take all' scenarios. This book is a critical read to ensure that your brand ends up on the right side of that equation – the framework and practical applications that are provided will be additive whether you're at the beginning of this journey or well on your way."—Joe Maglio, CEO, McKinney and Co.

"The AI Marketing Canvas offers a practical, inspiring and grounded guide to leveraging A.I. as an essential tool to increase authentic connection with customers and amplify the impact of marketing today. Spanning numerous categories and useful case studies, this book is an essential read for marketers who want to win today and dominate tomorrow."—Brooke Skinner Ricketts, CXO,Cars.com

"This book is mission-critical to marketing today, and to all business decision makers. Marketers can use this book to propel their organization forward—they can and should use this book to be a change agent within their own organization."—Lindsay Saran, Senior Marketing Manager, Google

From the Publisher

"A critical read for marketing leaders to use to develop their organizations' use of Artificial Intelligence and Machine Learning. Raj and Jim provide a clear, relatable path by identifying the five stages of AI and Machine Learning to develop a strategy and properly progress to the next stage."

Applebee's Grill & Bar - Joel Yashinsky

"Whatever stage in your marketing evolution and digital customer journey, learn how to unlock the value you have already captured using AI to supercharge impact. This powerful yet digestible book gives you a step by step guide to take stock by asking the right questions, lay a foundation and get started on execution. Build a roadmap, demonstrate success and get the support and investment you need."

ATI Physical Therapy - Brett Groom

"AI is something every marketer thinks they need to use, but don't really know why. The AI Marketing Canvas does a phenomenal job of demystifying this burgeoning capability and laying out actionable plans that allow AI to be a key differentiator that sets your brand apart. A must read for any marketer that seeks real disruption."

Ally Financial - Andrea Brimmer

"Over the next 10 years, AI and machine learning will transform marketing in ways far more profound than previous technology revolutions.For marketing leaders, recognizing the shift isn't enough. You have to act.This book provides a practical roadmap for getting started and for building sustainable advantage in the face of disruptive change."

Juniper Square - Matt Lawson

"The AI Marketing Canvas offers a practical, inspiring and grounded guide to leveraging A.I. as an essential tool to increase authentic connection with customers and amplify the impact of marketing today. Spanning numerous categories and useful case studies, this book is an essential read for marketers who want to win today and dominate tomorrow."

ars.com - Brooke Skinner Ricketts

"This book is mission-critical to marketing today, and to all business decision makers. Marketers can use this book to propel their organization forward—they can and should use this book to be a change agent within their own organization."

Google - Lindsay Saran

"This book answers the questions you always wanted to ask about AI, with real life examples from companies who have been on the journey and a roadmap that meets you where you are. A definite must-read for every CMO!"

Land O'Lakes Inc - Heather Malenshek

"Strategic marketing drives growth that can only be achieved by delivering truly customer-centric experiences. Marketers now must harness the power of AI and data to scale experiences that convert; this book gives you the foundational knowledge, framework and inspiration to do just that."

Coyote Logistics - Christina Bottis

"Through real-world, evidence-based research, Raj and Jim clearly demonstrate that successful implementation of AI and machine learning is going to result in 'winner take all' scenarios. This book is a critical read to ensure that your brand ends up on the right side of that equation – the framework and practical applications that are provided will be additive whether you're at the beginning of this journey or well on your way."

McKinney and Co. - Joe Maglio

"Not only do the authors make the case that AI-driven marketing is critical, but also provide a practical and inspirational primer on how marketers can make it work for their business. This book will get any marketer both excited and prepared for the possibilities of AI marketing and eager to jump in!"

NerdWallet - Kelly Gillease

"Raj and Jim offer a compelling roadmap for CMOs to understand, experience and implement AI at any stage of their marketing journey. This guide provides the framework to build the vision required for C-Suite buy-in and create an actionable cross-functional plan to deliver results."

Palo Alto Networks - Jean English

"The AI Marketing Canvas presents a clear and compelling argument with practical, proven advice for making AI a real priority in your strategic plans. Read this book before your competition does!"

Burger King North America - Richard Guest

"This is a must-read book for business leaders that want to truly understand the impact AI will continue to have on companies and brands that want to leverage customer centricity as their North Star in driving growth. It is a smart, pragmatic, toolkit filled playbook that allows the reader to turn best practice learning's into implementation moves, now!"

Prophet - Scott Davis

"The AI Marketing Canvas is part inspiration, part how-to, and part kick-in-the-pants to tackle growth in long-term brand equity by outlining a framework that will delight the customer in today's nuanced and competitive marketplace. A must-read for the Modern Marketer!"

Red Wing Shoe Co. - Dave Schneider

"Definitive reading for every marketer looking to grasp the modern tools of the trade. Raj and Jim have written the textbook on Marketing AI. This book is chock full of easy-to-understand definitions to tools that help put AI in action."

Uber - Thomas Ranese