Recognizing a gap in the books and articles on AI and Machine Learning as it pertains to marketing, Raj Venkatesan, Ronald Trzcinski Professor of Business Administration, Darden Business School at the University of Virginia and Jim Lecinski, Clinical Associate Professor at the Medill School Integrated Marketing Communications (IMC) program and at the Kellogg School of Management at Northwestern University, teamed to write AI Moments of Truth (working title), which aims to provide a reference frame for marketers to include AI in their customer and brand strategy and provide an “AI Canvas” marketing managers can use to transition their traditional marketing strategies to AI driven marketing strategies.
To establish the controlling idea (aka the “north star”) of the book, a discovery engagement was initiated which resulted in a controlling idea statement, book mission statement, and a working table of contents.
BOOK CONCEPT DEVELOPMENT
Participated in weekly calls (10 months) to hone book concept based on the authors’ thought leadership and the feedback they received from numerous presentations on the topic to the primary target audience of Chief Marketing Officers (CMOs), and others.
DEVELOPMENTAL EDITING / WRITING
Contributed to research; provided guidance on content sequencing; suggested adjustments in chapter contents based on how the material unfolded; assisted authors with the construction and writing/editing of chapters.
Created and faciliated the maintenance of tracking documents to provide easy retrieval of hundreds of research sources.
Worked with the authors to craft a robust book proposal that resulted in serious consideration by three top tier academic publishers.