The Impact of Marketing AI Councils on Businesses - Marketing Art & Science, Episode 9
In this episode of Marketing Art and Science, CMO advisor and host Lisa Martin invites Dynatrace CMO Laura Heisman to discuss the real-world applications and impact of AI, generative AI, causal AI, and predictive analytics on the customer journey. Laura also shares her expertise in formulating marketing AI councils at companies like VMware and Dynatrace, and talks about the significant impact these councils are having on marketing-sourced business. Their discussion covers: Introduction to the CMO, her journey, and what excites her about leading marketing in the AI era. Insight into Dynatrace’s marketing technology stack, the balance between creative ("art") and data-driven ("science") strategies, and how these elements are used to enhance revenue and personalization. Practical uses of AI and data in marketing at Dynatrace - its AI Council - including predictive analytics and generative AI. Exploration of how Dynatrace applies AI and data in marketing, including predictive analytics, automation, and generative AI tools like ChatGPT to differentiate and optimize marketing efforts.