A strategic blueprint for building the business case for investing in technology-enabled marketing.
AI is the latest technology revolution to hit marketing practice. Over the last 30 years we’ve seen E-commerce, M-commerce, CRM, Big Data and now AI driving changes in how we work and what we deliver.
Despite the ever-increasing opportunities, commensurate marketing investment continually fails to deliver as expected, and this disappointment erodes the credibility of the marketing function. We beat ourselves up over ROI and accountability. But the problem is not that we are innumerate; rather, we fail to plan for the right things. This is often exacerbated by a naïve approach to the business case, the blueprint for success.
Drawing on the experience of colleagues in IT and Corporate Finance, Professor Stan Maklan will suggest how to use the business case as a strategic blueprint for investment in marketing technology.
Speaker
Professor Stan Maklan - Emeritus Professor of Marketing Technology at Cranfield School of Management
This webinar is presented by Cranfield's Strategic Marketing Forum.
