AI Marketing

Identify Value Pockets and Design Experiments

Take the first step to develop an AI marketing capability in this project. You will identity areas of your customer experience and relationship that can benefit from personalization, i.e., value pockets. You will ideate different interventions to leverage the identified value pocket by personalizing the customer experience. Each intervention is a hypothesis that needs to be tested and the ROI from these interventions need to be measured before large scale implementation. You will design experiments that test the intervention hypotheses including test and control group design, sample determination, and specification of metrics to measure the relevant outcomes. The project helps you identify the areas of focus for the AI Marketing Canvas.

This project can be applied to your own brand or business, or you can choose one of Professor Venkatesan’s recommendations.

Strategy for Developing a Data Advantage

In this project, you will continue the journey started in project 1 by identify the data necessary to implement interventions that leverage value pockets. You will identify the sources of this data and develop a plan to build a customer focused data foundation. You will identify if building the data foundation requires digitizing data generated from customer experiences. You will implement a methodology to convince stakeholders of the returns from building effective data foundations by highlighting the concept of data advantage. The project helps you build the first stage of the AI Marketing Canvas. This project can be applied to your own brand or business, or you can choose one of Professor Venkatesan’s recommendations.

Activate Customer Value Through Marketing Strategy

In this project, you will create a customer relationship Journey map which fully explores the four step mental model of a customer’s relationship with your brand or product. Your customer relationship journey map will cover the following key components: Step 1: Acquisition: Advertising & promotions about the product, digital strategy that provides consumers research about the product, Step 2: Retention and Growth: When consumers stand in front of store shelf (online or offline) and decide to try your product, repeat purchases, and try new products and Step 3: Advocacy: When consumers use a product and then decide whether to buy it again & engage in brand advocacy (e.g., WOM, reviews). The customer journey map provides you an opportunity to expand the scope of value pockets identified in projects 1 and 2. You will use the journey map to identify pain points in the existing customer experience that can be alleviated through effective use of AI. This project allows you to build on the single value pocket identified in projects 1 and 2, to plan a series of interventions that will eventually personalize every aspect of the customer engagement i.e., plan stages 2 through 4 of the AI Marketing Canvas.

This project can be applied to your own brand or business, or you can choose one of Professor Venkatesan’s recommendations.

Activate the AI Marketing Canvas

With an understanding of value pockets, data foundations, and the customer relationship journey maps, you are now ready to put all your learnings to activate the AI Marketing Canvas. You will use the AI marketing canvas questionnaire to diagnose the current state of maturity in your marketing organization. You will use this knowledge to design the next steps to transform your marketing to personalize all aspects of customer engagement. You will design change management interventions that will build support and enthusiasm among your stakeholders within and outside the marketing organization to supercharge your customer experience. You will design strategies that can generate new revenue streams that monetize your learnings from transforming your marketing organizations, i.e., the fifth stage of the AI Marketing canvas.

This project can be applied to your own brand or business, or you can choose one of Professor Venkatesan’s recommendations.