Lec 51-AI and Marketing Channel Management

Summary

This AI and marketing certification course delves into the role of AI in marketing channel management, emphasizing the importance of value delivery and its enhancement through AI. It explores hybrid marketing channels, AI's impact on channel management software, and the AI-driven partner ecosystem. The course highlights tools like Microsoft Dynamics 365 and real-world applications by companies like Walmart and Amazon, showcasing AI's potential to improve efficiency, decision-making, and customer experience in channel management.

Takeaways

• 📈 **AI in Marketing Channel Management**: AI plays a crucial role in enhancing marketing channel management by automating tasks, improving decision-making, and personalizing customer experiences.
• 🛍️ **Value Delivery in Marketing**: Marketing is defined by the American Marketing Association as an exercise in value creation and delivery, emphasizing the importance of meeting customer needs and expectations over time.
• 🤖 **AI's Role in Value Delivery**: Businesses use AI to ensure efficient value delivery, including order processing, inventory management, and customer support, to create a superior customer experience.
• 🔄 **Evolution of Marketing Channels**: With the advent of e-commerce and m-commerce, marketing channels have become increasingly complex, necessitating the use of AI for better management and distribution.
• 🛑 **Pandemic Impact on Channels**: The COVID-19 pandemic exposed the vulnerability of distribution channels, highlighting the need for AI in channel management to prepare for emergencies.
• 🔑 **Three Pillars of AI in Channels**: AI in channel management focuses on being instrumented (data collection), interconnected (connectivity for decision-making), and intelligent (advanced analytics and modeling).
• 🛠️ **Benefits of AI in Channel Management**: AI improves efficiency by automating tasks, supports better decision-making, increases accuracy, and enhances customer experience through personalization.
• 🛑 **Tools for AI in Channel Management**: Examples include Microsoft Dynamics 365, h2o.ai, and Proton AI, which aid in various aspects such as selling, supply chain optimization, and inventory management.
• 🌐 **Hybrid Marketing Channels**: These multi-channel systems allow a firm to reach customers through different marketing channels, often with partnerships and direct control.
• 🔧 **AI's Impact on Channel Management Software**: AI can transform channel management software by improving collaboration, automating tasks, personalizing experiences, and providing insights for better partner relationships.
• 🔮 **Future of AI in Channels**: AI is expected to predict partner models, automate collaborations, and provide business insights for partners, moving towards a more integrated and personalized approach in channel management.

Q & A

What is the primary focus of Module 51 in the AI and Marketing certification course?

Module 51 focuses on the role of AI in marketing channel management, covering topics such as value delivery, AI in marketing channel management, hybrid marketing channels, AI's impact on channel management software, and AI-driven channel partner ecosystems.

How is marketing defined by the American Marketing Association according to the script?

Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

What does 'delivering value in marketing' entail?

Delivering value in marketing involves creating and delivering something that customers find valuable, meeting their needs and expectations, and adapting to how they change over time.

What is the significance of successful value delivery in business?

Successful value delivery is crucial as it ensures every paying customer is a happy customer, contributing to a superior customer experience and satisfied, loyal customers.

How has the advent of e-commerce and m-commerce impacted the way customers shop and retailers sell?

E-commerce and m-commerce have enabled customers to buy in new ways, necessitating companies to build and manage a continuously evolving and increasingly complex channel system and value network.

What are the three key components of AI in channel management as mentioned in the script?

The three key components are instrumented (machine-generated data), interconnected (extensive connectivity for decision making), and intelligent (smarter and more precise assumptions with advanced analytics and modeling).

What benefits does AI offer in channel management?

AI offers benefits such as improved efficiency by automating repetitive tasks, better decision making through insights into customer behavior and market trends, increased accuracy by reducing errors in manual processes, and enhanced customer experience through personalized recommendations and services.

Can you provide an example of a company using AI in its supply chain?

Walmart uses AI to optimize its supply chain and improve inventory management with a machine learning algorithm that predicts stockouts and automatically reorders products.

What is a hybrid marketing channel and how does it function?

A hybrid marketing channel is a multi-channel distribution system where a single firm sets up two or more marketing channels to reach one or more customer segments, maintaining control over customer contact while partnering with intermediaries.

What are the five core activities that channel management software typically focuses on?

The five core activities are partner recruitment, onboarding, training, demand generation, and performance management.

What challenges does AI face in the context of channel management software?

Challenges include data quality and availability, trust and transparency issues, integration and interoperability with existing systems, and regulatory and ethical considerations.

How can AI be integrated into channel management software to enhance partner relationships?

AI can be used for partner profiling, insights, management, compliance, funnel management, business insights, customer success, and data strategy, helping to automate tasks, analyze data, and personalize experiences.

Outlines

00:00

🧠 AI and Marketing Channel Management

This section introduces the role of AI in marketing channel management, emphasizing the importance of value delivery and the integration of AI in this process. It discusses the definition of marketing as provided by the American Marketing Association, highlighting the process of value creation and delivery. The paragraph also touches on the significance of successful value delivery at customer touchpoints, the evolution of marketing channels with the advent of e-commerce and m-commerce, and the necessity for businesses to manage a complex channel system. The role of AI in channel management is presented as a solution to improve efficiency, decision-making, and customer experience.

05:02

🤖 AI in Channel Management: Tools and Examples

This paragraph delves into the specifics of AI implementation in channel management, identifying the three key components of AI-driven systems: being instrumented, interconnected, and intelligent. It outlines the benefits of AI, such as improved efficiency, better decision-making, increased accuracy, and enhanced customer experience. The section also provides examples of AI applications in channel management, including Microsoft Dynamics 365, h2o.ai, and Proton AI, and discusses case studies like Walmart's supply chain optimization, Amazon Robotics, and DHL's Transport Network Optimizer.

10:03

🔄 Hybrid Marketing Channels and AI Integration

The third paragraph explores the concept of hybrid marketing channels, where a firm uses multiple marketing channels to reach the same customer segment. It explains the role of channel management software and its evolution, focusing on the core activities it should address, such as partner recruitment, onboarding, training, demand generation, and performance management. The potential of AI in transforming channel management software is discussed, including sharing data insights, automating tasks, personalizing customer experiences, and the challenges of data quality, trust, integration, and regulatory compliance.

15:04

🛠 AI's Role in Channel Management Software

This section discusses how AI can be integrated into channel management software to enhance various aspects of partner ecosystems. It highlights AI's potential to improve operational efficiency, personalize marketing strategies, and automate collaboration. The paragraph also touches on the importance of search algorithms in channel management software and the challenges AI faces, such as data quality, trust, transparency, integration, and regulatory issues. The potential future use of AI in channel management is also considered, including predicting partner models and automating collaborations.

20:05

📈 AI-Driven Channel Partner Ecosystem

The final paragraph summarizes the benefits of AI in channel management, focusing on the creation of an AI-driven channel partner ecosystem. It outlines the advantages of partner profiling, insights, management, compliance, funnel management, and business insights for partners. The paragraph also addresses the importance of customer success and data strategy in the context of AI, emphasizing how AI can predict success and provide actionable steps. The conclusion reiterates the transformative potential of AI in channel management, improving efficiency, increasing revenue, and driving business growth.

Keywords

💡Artificial Intelligence (AI)

Artificial Intelligence, or AI, refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. In the context of the video, AI plays a pivotal role in enhancing marketing channel management by automating tasks, analyzing customer behavior, and personalizing experiences. The script mentions AI's application in various tools and platforms, such as Microsoft Dynamics 365 and h2o.ai, to improve efficiency and decision-making in marketing channels.

💡Value Delivery

Value delivery is the process of providing something of worth to customers, ensuring they receive the benefits they expect from a purchase or service. The video emphasizes that a business is a value delivery system, and successful marketing hinges on creating and delivering value. Examples from the script include ensuring order processing, inventory management, and customer support are all part of successful value delivery in marketing.

💡Marketing Channels

Marketing channels are the pathways through which products or services move from production to the final consumers. They consist of a set of interdependent organizations involved in making a product or service available for use or consumption. The script discusses the importance of managing these channels effectively, especially with the advent of e-commerce and m-commerce, and how AI can streamline this process.

💡Channel Management Software

Channel management software is a tool used by organizations to manage their marketing and sales processes, people, policies, and platforms through partner organizations. The script explains that the software aims to maximize revenue at the lowest possible cost and should cover activities such as partner recruitment, onboarding, training, demand generation, and performance management. AI integration in such software can enhance these capabilities.

💡Hybrid Marketing Channels

Hybrid marketing channels are a multi-channel distribution system where a firm sets up two or more marketing channels to reach one or more customer segments. The video script provides an example of a brand that promotes products online but doesn't deliver them directly to customers, illustrating the concept of hybrid channels blending online and offline distribution methods.

💡E-commerce

E-commerce refers to the buying and selling of goods or services using the internet, and it has significantly changed how customers shop and how retailers sell. The script mentions that with the advent of e-commerce, companies must build and manage a continuously evolving and complex channel system to meet changing customer needs.

💡M-commerce

M-commerce, or mobile commerce, is the act of conducting commercial transactions on handheld devices such as smartphones and tablets. The script notes that m-commerce, along with e-commerce, has enabled customers to buy in ways they never have before, necessitating a complex and adaptable channel system.

💡Internet of Things (IoT)

The Internet of Things (IoT) is a system of interrelated computing devices, mechanical and digital machines, objects, animals, or people that are provided with unique identifiers and the ability to transfer data over a network. In the script, IoT devices are mentioned as a source of machine-generated data that can be instrumental in channel management, contributing to the instrumented, interconnected, and intelligent aspects of AI in this context.

💡Personalization

Personalization in marketing refers to tailoring content, offers, and experiences to individual consumer preferences and behaviors. The video script highlights AI's role in personalizing recommendations and optimizing the customer experience, which is critical for standing out and engaging customers in a crowded marketplace.

💡Demand Forecasting

Demand forecasting is the process of estimating the quantity of a product or service that customers will want to buy over a specific period. The script mentions tools like proton AI that provide AI-powered solutions for demand forecasting, which helps in managing inventory and order fulfillment more effectively.

💡Partner Ecosystem

A partner ecosystem in the context of the video refers to the network of partners that an organization works with to deliver its products or services. AI can transform this ecosystem by automating tasks, sharing data insights, and improving collaboration among partners. The script discusses how AI can be used to create profiles of partners, predict future trends, and automate collaboration, thus enhancing the overall partner management.

Highlights

AI plays a crucial role in marketing channel management by enhancing value delivery and understanding customer needs and expectations over time.

Marketing is defined by the American Marketing Association as an activity set for creating, communicating, and delivering value offerings to customers, clients, partners, and society.

Value delivery in marketing involves meeting customer needs, expectations, and adapting to their changes over time for continuous improvement.

The importance of successful value delivery across all customer touchpoints for creating a superior customer experience is emphasized.

Marketers are encouraged to examine the entire value network, including suppliers and distributors, for a holistic approach to value creation.

E-commerce and m-commerce have revolutionized the way customers shop, necessitating a complex and evolving channel system for companies.

AI in channel management is welcomed, especially in the wake of the COVID-19 pandemic, which exposed the unpreparedness of distribution channels for emergencies.

AI can bring flexibility and profits into the chaotic landscape of supply chain and channel management.

The three key components of AI in channel management are being instrumented, interconnected, and intelligent.

Benefits of AI in channel management include improved efficiency, better decision making, increased accuracy, and enhanced customer experience.

Examples of AI tools in marketing channel management include Microsoft Dynamics 365, h2o.ai, and Proton AI, each offering solutions for different aspects of channel management.

Walmart uses AI to optimize its supply chain, while Amazon Robotics and DHL leverage AI for warehouse automation and delivery channel optimization, respectively.

Hybrid marketing channels are a multi-channel distribution system where a firm controls multiple channels to reach the same customer segments.

Channel management software has evolved to be more user-friendly, focusing on partner recruitment, onboarding, training, demand generation, and performance management.

AI's potential in channel management software includes improving collaboration, operational efficiency, personalization, and predictive analytics for partner ecosystems.

Challenges of AI in channel management include data quality, trust and transparency, integration and interoperability, and regulatory and ethical considerations.

AI can predict partner models, automate collaborations, analyze performance, create partner profiles, and enhance customer success in the channel partner ecosystem.

AI-driven channel management is set to transform business interactions with customers and partners by automating tasks, analyzing data, and personalizing experiences.

The module concludes by highlighting AI's potential to improve efficiency, increase revenue, and drive business growth in channel management.

Transcripts

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welcome to this nbdl online

certification course on artificial

intelligence and marketing and now we

will talk about module 51 so as you can

see from this slide now we are talking

of AI and its role in marketing channel

management these are the things that we

will cover in this module so first is to

understand the

importance of value delivery and the

recent use of AI for the same the second

is to study Ai and marketing channel

management the third is to understand

hybrid marketing channels the fourth is

to understand what AI means for channel

management software and the fifth is to

study AI driven Channel partner

ecosystem now let us look at the the

role of AI and delivering value

delivering value a business is a value

delivery system and marketing is

essentially an exercise in value

creation and

delivery so now let us look at what

marketing is marketing is the activity

set of Institutions and processes for

creating communicating and

delivering and exchanging offerings that

have value for

customers client partners and Society at

large so this is the definition given by

American Marketing

Association so a business is a value

delivery system and marketing is

essentially an exercise in value

creation and delivery marketing is

successful when it provides something

valuable to the customer delivering

value in marketing is the process of

creating and delivering something that

customers find valuable it is about

meeting customer needs and expectations

and learning how they change over time

so

meeting and then understanding how they

change and then again meeting so this

continue the best businesses in the

world deliver the value they have

promised to their customers in ways that

Sur passes the customers

expectations customers like to get the

benefit of their purchases quickly

reliably and

consistently value delivery involves

everything necessary to ensure every

paying customer is a happy customer

order processing Inventory management

delivery fulfillment troubleshooting

customer support Etc successful value

delivery at all customers touch points

is essential in Furnishing is a superior

customer experience and creating a s

satisfied and happy customers successful

value

delivery while this successful will be

will mean different

to different

customers marketers deliver value

through marketing channels successful

value creation needs successful value

delivery

instead of limiting their focus to their

immediate suppliers Distributors and

customers holistic marketers are

examining the whole value Network

including their suppliers suppliers

upstream and their Distributors

customers

downstreams now let us look at marketing

channel management they also look at how

technology is changing the way customers

shop and retailers sell and finding new

and different means to distribute

and service their offerings with the

Advent of e-commerce that is selling

online and mcommerce that is selling Via

mobile devices customers are buying in

ways they never have before companies

today must build and manage a

continuously evolving and increasingly

complex Channel system and value

Network continuously changing because

customers needs are

changing

and increasingly complex Channel system

and value Network now let us look at Ai

and marketing channel management what

are marketing channels most producers do

not sell the products directly to the

final users between them stand a a set

of intermediaries performing a variety

of functions these intermediaries

constitute a marketing channel also

called as trade Channel or distribution

channel so

manufacturer

to

Consumer does not happen and in between

there are several other people

involved which are called as marketing

or distribution channels marketing or

distribution channels are set of

interdependent organizations

participating in the process of making a

product or service available for use or

consumption they are the set of Pathways

a product or service follows after

production culminating in purchase and

consumption by the Final End users the

value chain is a mixed bag of businesses

Workforce and software AI in supply

chain and AI based Channel management

can user in elements of flexibility

combined with profits into this chaotic

landscape artificial intelligence in

Channel management is on also a welcome

shift because of the pandemic covid-19

has laid bear the unpreparedness of

distribution channels for emergency

situations thus only 2% of companies

said they got prepared for the pandemic

another 57% of suppliers reported

serious disruptions that required long

recovery AI in marketing channel

management refers to Smart machines

capable of Performing problem solving

task usually machine automate processes

so they can operate with no human

participation companies using AI in the

distribution chain aimed to make Channel

management

more first is instrumented machine

generated data flowing out of Internet

of thing

devices second is

interconnected that is extensive

connectivity for better decision making

and the third is

intelligent is smarter and more precise

assumptions with the help of advanced

analytics and modeling so these are the

three eyes instrumented interconnected

and

intelligent now what are the benefits of

using AI in Channel management the first

is improved efficiency AI can help

automate repetitive task which will help

in freeing up employees to focus on more

complex tasks the second benefit is

better decision making AI can help

businesses make better decisions by

providing

insights into customer Behavior market

trends and other key data points

increased accuracy AI can help reduce

errors in data entry and other manual

processes enhance customer experience by

providing personalized recommendations

and other services AI can help improve

the overall customer

experience now let us look at the tool

tools for AI in marketing channel

management Microsoft Dynamic

365 is a AI powered solution that helps

Distributors sell more grow

profitability and improve

productivity h2o.ai helps organization

find the best mix across the supply

chain while reducing cost and increasing

production speed proton AI provides AI

powered solutions for inventory

management order fulfillment and demand

forecasting now let us look at examples

of AI in delivery Channel Walmart is

using AI to optimize its supply chain

and improve Inventory management the

company has developed a machine learning

algorithm that can predict which

products are likely to run out of a

stock and then automatically reorder

them Amazon acquired Kaa systems in 2012

and changed its name to Amazon robotics

in 2015 today Amazon has has 200,000

robot working in their warehouses in 26

of Amazon's 175 fulfillment centers

robots help human in picking sorting

transporting and storing packages DHL

deployed internally developed DHL

transport Network Optimizer which uses

big data and AI for optimizing delivery

channels the tool analyzes data to

create larger more efficient full

truckload shipments and identifies

opportunities to right size dedicated

Fleet and drivers and further reduce

empty miles empty miles are those

distance

that

carrier

move without

load so it so the the whole idea is that

no one is

paying for those

miles it consolidates shipment into

lower cost upload Lanes with Decon

consolidation in the final mile further

reducing empty miles it also identifies

any opportunity for a carrier to pick up

Freight on its return trip the tool can

be applied to large networks with single

or multiple distribution

centers now what are hybrid marketing

channels hybrid marketing channels are a

multi Channel distribution system in

which a single firm sets up two or more

marketing channels to reach one or more

customer segment in this model the

manufacturer has the partnership with

intermediaries but it still takes

control when it comes to contact with

customers one example of hybrid channel

is brand that promote products online

but don't deliver them them directly to

the

customers now let us see what AI means

for channel management software what is

channel management software over the

past decade we have seen the rise of

Channel management software the primary

buyas of Channel management software

have been large Enterprise organizations

and they have invested enormous amount

of time and resources to customize

Channel management Tools in order to

better manage various sets of Channel

activities most recently there has been

a rise in the deployment of more

purpose-built easy to use Channel

management software systems for

providers like ziny as well as few other

players in the

marketplace Channel management is a set

of activities including resource

allocation in which an organization

defines and manages marketing and sales

processes people policies and platforms

to deliver good and services indirectly

through partner organizations the goal

of these activities is to maximize

Revenue at the lowest possible cost some

organizations have endtoend internally

owned channels as well but most firms

rely on Partner channels in one or many

capacities the core purpose of Channel

management software is to increase

productivity by managing a set of

Channel Partners which involves enabling

training and engaging Partners in a

better way to drive higher revenues at

lower cost Channel management tends to

focus on a set of five core

activities first is partner

recruitment second is onboarding the

partner the third is training fourth is

demand generation and the fifth is

Performance Management state of Art

Channel management softwares must be

able to address all these

activities so that is the bottom line so

if you are developing a state of Art

Channel management software it should

cover these five points that is partner

recruitment onboarding training demand

generation and Performance Management of

the partner so what AI means for channel

management software there has been a lot

of hype around Ai and its potential to

transform partner ecosystems and channel

management software while AI does offer

many benefits it is important to

separate hype from reality and and

understand what AI can realistically

achieve in the context of partner

ecosystems AI can

help Partners share Data Insights and

best practices more

effectively and that will lead to

Greater collaboration one of the most

important benefit of Channel management

software so that is the biggest thing

that a channel management software

should do that is

collaboration

AI has the potential to improve

operational efficiency by helping

Partners automate routine task

streamline workflows and reducing cost

because AI can automate order processing

Inventory management and customer

service AI also has a significant impact

on new AI powered marketing strategies

to and through the channel AI can

personalize and optimize the customer

experience by providing personalized

recommendations answering customer

inquiries resolving issues more quickly

personalization is a critical way to cut

through the clutter in transacting

partner

relationships however it is important to

recognize that there are significant

challenges to be addressed including

data Quality Trust and

transparency integration and

interoperability AI search in Channel

management software search is important

in Channel management software and

allows users to discover

Partners find information about products

and services and identify sales

opportunities search algorithms analyze

the user query and match it with

relevant documents websites or other

sources of

information AI on the other hand refers

to a set of Technologies and techniques

that enables machine to perform tasks

that typically require human in

Ence such as learning problem solving

and decision making AI algorithm can

process and analyze large amounts of

data identify patterns and make

predictions how will AI be

used AI can be incorporated into Channel

management software today AI is a better

recommendation engine however customers

will demand AI to connect the dots and

integrate Partners customers market and

thirdparty data into their Channel

management

software this takes the concept of hyper

personalization to a whole new level AI

can be used to analyze historical data

on channel performance and predict

future Trends and

outcomes this can help Channel managers

make more informed decisions about

resource allocation partner selection

and other other critical areas of

Channel management

AI can be used to create profiles of

Partners based on their past performance

or engagement which helps Channel

managers identify high performance

Partners understand their needs and

preferences and personalize their

support AI can be used to analyze

content performance and optimize content

for specific Partners or

audiences this can help Channel managers

improve engagement and conversion rates

and drive more revenues through the

channel AI can be used to automate

collaboration with Partners freeing up

Channel managers to focus on more

strategic activities for example AI

powered chatbots can be used to answer

common partner questions while AI

powered email campaigns can be used to

nurture leads and drive

sales will AI evolve to predict partner

models partner models are complex

Dynamic systems that involve

multiple partners customers and other

stakeholders AI can help Partners

analyze data identify patterns and make

predictions about how these systems will

behave over time for example AI can be

used to

analyze historical sales data and

identify Trends and patterns in customer

Behavior identify Trends and patterns in

the consumer Behavior it can then use

this information to predict future sales

and adjust pricing and marketing

strategies

accordingly similarly AI can be used to

analyze partner interactions and

identify patterns in collaboration and

communication it can update Channel

management software and use this

information to predict which partners

are likely to be successful and which

ones may face

challenges what are the challenges

involved while AI offers many benefits

for channel management software there

are some challenges

the first of such challenge is data

quality and

availability AI algorithms rely on high

quality data to produce accurate

results in many cases Partners may have

different data

formats structure and quality standards

making it difficult to integrate data

from multiple sources the second is

trust and

transparency AI models can be complex

and opaque making it difficult for

partners to understand how decisions are

being made this can erode trust and

create concerns about bias privacy and

security so whenever we are using AI

these are primary

concerns bias security and

privacy another challenge is that of

integration and

interoperability AI Solutions must be

integrated with existing system systems

and workflows to be effective how

Partners may use different Technologies

platforms and

apis making it difficult to create

seamless

integration the next challenge is about

Regulatory and ethical

considerations AI Solutions need to

comply with various regulations and

ethical standards such as gdpr hi AA and

AI principles Partners may have

different legal and and ethical

obligations making it challenging to

develop AI solutions that meet all

requirements AI can be integrated into

Channel management software and used for

predicting partner models automating

collaborations analyzing current

performance creating partner profiles

strong collaboration governance and a

standard are needed to ensure the

responsible and effective use of AI in

the partner ecosystem

now the AI driven Channel partner

ecosystem AI driven Channel management

will help to streamline and improve

efficiency of partner management task

analyze large amounts of data and make

predictions based on that data AI is

transforming the way business interact

with their customers and partners some

of the key benefits achieved by

implementing AI based partner management

are first is partner profiling AI will

will help vendors identify the best

Partners in your ecosystem on a variety

of leading and lagging indicators

markets fif and program

performance the second is partner

insights AI will help vendors monitor

performance of their Partners along a

variety of metrics and provide insights

as to what partners are the best

fit the third is partner management AI

will help vendors improve the accuracy

of data they collect and analyze on

their Partners to gain a deeper

understanding of their partners and

provide a better experience overall the

fourth is compliance

management AI will automate the

collection and Analysis of partner

performance to provide realtime

dashboards and take actions based on

metrics the fifth is funnel management

AI will analyze sales data and provide

more accurate realtime forecasting just

in time resources resourcing and

decision making the sixth is business

insights for

partners AI will help partner optimize

the customer success experience to

analyze customer

Behavior demographics and purchasing

history to provide more complete

understanding of the customer this

information can then be used to create

more targeted and personalized marketing

campaigns the seventh is business

insights for partners AI will help

Partners optimize the customer success

experience to analyze consumer Behavior

demographics and purchasing history to

provide a more complete understanding of

the

customer this information can then be

used to create more targeted and

personalized marketing campaigns which

can increase engagement and improve

conversion rates the E is customer

custom success AI brings this to new

heights imagine helping your partner

understand how best to to service your

joint customers not just providing

Telemetry data but proactively finding

and nurturing New Opportunities within

your joint accounts and the ninth is

data

strategy I don't think I have come

across one vendor who has perfect data

on their company their partners and

their customer

Silo databases will be a thing of the

past as

AI lets uh you just feed the AI engine

the information and the AI platform will

organize for us and make all the data

actionable and

insightful overall AI will be a

predictor of success and a provider of

next

steps so to conclude in this module we

have studied marketing channel

management hybrid Chann channels and

value delivery and the application of AI

in the

same AI driven Channel management is an

exciting and rapidly involving area that

has potential to transform the Way

businesses interact with their customers

and

partners with the ability to automate

routine task analyze large amounts of

data and personalize the customer

experience AI can help businesses

improve efficiency increase Vue and

drive business

growth and these are the 10 references

from which the material for this uh

module was taken thank

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you

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