Rajkumar Venkatesan - Böcker
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The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, allowing readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and question the link between marketing plans and customer behavior. Dealing with actual scenarios sheds light on the most pressing marketing questions, such as setting the optimal price for one's product or designing effective digital marketing campaigns.Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.
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Five essential steps to take you from "zero to superhero" with AI for marketingFor marketers, the landscape is shifting underfoot. Artificial intelligence is no longer a futuristic concept but a present-day reality, rewriting the rules of relevance, differentiation, and connection. Navigating this new era is the single greatest challenge, and opportunity, for marketing leaders. How do you move beyond scattered experiments and buzzwords to unlock AI's true transformative power?In the newly revised and essential second edition of The AI Marketing Canvas, top MBA marketing professors Rajkumar Venkatesan and Jim Lecinski provide the definitive roadmap. They distill complexity into clarity with a field-tested, five-step plan for marketers at every stage of their AI journey. This is not a speculative look at the future; it is a practical guide for winning your "AI Moment of Truth" now.The concepts, frameworks and examples in the book will enable you to:Master the two core functions of AI: Wield predictive AI for unparalleled insights and optimization, and generative AI for creating compelling content and communications at scale.Pinpoint your greatest opportunities: Use a powerful 2x2 framework to identify the highest-value AI use cases for your business, whether driving internal productivity or explosive external growth.Build your AI "exosuit": Learn how to augment your team's strategic expertise and human judgment with machine intelligence, turning your department into a marketing powerhouse.Lead with confidence: Navigate the critical challenges of ethics and governance while preparing for the next wave of disruption, from Generative Engine Optimization (GEO) to autonomous AI agents.Rich with case studies, best practices, and the latest insights on AI's impact on decision-making and customer engagement, this book empowers CMOs and marketers alike to harness AI's full potential. Whether you are laying the groundwork for AI adoption, scaling across functions, or reinventing your go-to-market approach, The AI Marketing Canvas provides clarity and confidence at every stage of your journey.It's not too late to be an early adopter, but the train is leaving the station. This book is your ticket to the forefront of marketing innovation.