000			03365nam a2200301 i 4500
001			256409
999			_c256409 _d256409
003			TH-BaBU
005			20250302083357.0
008			210316t2021 caua fob 001 0 eng d
020			_a9781503628045 (electronic bk.)
020			_a9781503613164
040			_aYDX _beng _erda _cTH-BaBU
050		4	_aHF5415.125 _b.V46 2021
100	1		_aVenkatesan, Rajkumar, _eauthor. _9166058
245	1	4	_aThe AI marketing canvas : _ba five-stage road map to implementing artificial intelligence in marketing / _cRajkumar Venkatesan & Jim Lecinski.
264		4	_aStanford, California : _bStanford Business Books, _c©2021
300			_a1 online resource.
336			_atext _2rdacontent
337			_acomputer _2rdamedia
338			_aonline resource _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aThe 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.
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"-- _cProvided by publisher.
650		0	_aArtificial intelligence _xMarketing applications. _9166075
700	1		_aLecinski, Jim, _eauthor. _9166076
856	4	0	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2853901 _zElectronic Resources
942			_2lcc _cEB