Rajkumar Venkatesan

Professor Raj Venkatesan discusses his book, The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing, with the Batten Institute’s Sean Carr to examine where the industry is headed and how marketers can responsibly manage AI-powered marketing in the rapidly evolving media landscape.

TV ads? Pay-per-click? Organic search? Fine-grained data about consumer interactions with brands is helpful if marketers know how to identify the value of the channels used and see their contributions to customer acquisition and retention. Developing an attribution model is a gradual process; here are four key stages in the journey.

Darden experts offer some examples of varied workplace functions on which data analytics can have massive impact. It serves, drives and can lead to wild (though methodically so) success in multiple and varied areas of an organization. 

In an AI-powered economy, characterized by sweeping technological advancements and fast-changing customer preferences, brands face a complex challenge. To survive, they need to build AI and machine learning into their marketing toolkits. Professor Rajkumar Venkatesan’s AI Marketing Canvas can help guide them through that that process.

Home entertainment has transformed. In a matter of years, we’ve gone from rabbit ears on the television to — come the November debut of Disney Plus — mouse ears on streaming media. What does that mean for Netflix and other competitors? What will the future bring for these companies and consumers?

Darden Professor Raj Venkatesan surveys the streaming video landscape and discusses what the future may hold for companies and consumers.

Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.

Darden Professor Rajkumar Venkatesan proposes four steps for marketers to develop an AI “canvas,” through which they can deploy machine learning technologies to compete for customer attention.

How successful firms use data: Car insurance comparison site Compare.com drove completion rates thanks to its analysis of customer behavior and web traffic. It serves as a case in point on the five key traits of organizations with exceptional cultures of experimentation.