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Will robots take control of strategic decision-making in marketing?

20/06/2018 (dd/mm/yyyy) | Madrid

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Presentation used by Manu Monasterio (only for members)

This talk held by the ESADE Alumni Marketing Club will reveal how to incorporate robots into marketing departments as efficient new workmates with a view to ensuring excellent strategic decision-making in marketing on the basis of today’s top trend in marketing management: Manu Monasterio’s 8 Ms of Artificial Intelligence Marketing, and their obvious value added for marketing by creating unique experiences for customers based on products and/or services in today’s algorithm economy.

The role of humanoids or smart machines like Erika (able to speak 129 languages and provide excellent multicultural handling of up to 3 billion data in 1 minute) typical of the 8 Ms of strategic decision-making in marketing today will be clearly explained, being a clear-cut challenge that must be led and managed by marketing managers as part of their digital transformation process.

This session by Manu Monasterio (creator of the 8 Ms of Artificial Intelligence Marketing, and professor of the 8 Ms of Artificial Intelligence Marketing at ESADE, with more than 22 years’ experience in artificial intelligence marketing management in large companies including LaLiga, Real Madrid, FC Barcelona, Loewe, Louis Vuitton Group, ACME (association of fashion designers of Spain), Carolina Herrera New York, Desigual, Pronovias, Bodegas Riojanas, Damm and the Port of Barcelona) will define the essentials to enable marketing managers to work hand in hand with robots as a great ally in achieving their marketing goals.

8 Ms. The concept
They (the robots) provide certain data (smart data that represent more than 90% of existing information about the market and target customer) and we humans lead smart machines by making strategic marketing decisions using our creativity, strategic vision and soul, thereby creating unique experiences based on products or services in today’s algorithm economy and generating undeniable benefits for branding, sales and loyalty management.

8 Ms. The opportunity                                                                                                                  Artificial intelligence will not replace marketing managers, but marketing managers who are experts in artificial intelligence may replace those who are not.

8 Ms. The benefit                                                                                                                
Creation of unique experiences based on products or services that are certain to meet the needs of the target consumer in domestic and/or international markets with the ensuing obvious benefits in branding, sales and loyalty management.

8 Ms. Success stories                                                      
Examples will be given of how Manu Monasterio’s 8 Ms of artificial intelligence marketing have been successfully applied by Apple (Iphone X), LaLiga, P&G (Olay),  L’Oreal, Netflix, IKEA, Amazon.com and  Rolls Royce, to name but a few success stories.

The speaker will be Manu Monasterio himself


Manu Monasterio

Creator of the 8 Ms of Artificial Intelligence Marketing.

Professor of the 8 Ms of Artificial Intelligence Marketing at ESADE (ESADE Executive Master in Marketing and Sales, Master in International Business Management, Degree in Economics and Business Studies, ESADE) 

President of the Think Tank on the 8 Ms of Artificial Intelligence Marketing at the Barcelona Marketing Club.

Manu Monasterio has more than 22 years’ experience as a consultant in Artificial Intelligence Marketing to companies such as LaLiga (FC Barcelona, Real Madrid, Rcd Espanyol de Barcelona ….), NBA (Boston Celtics…), ACM (association of fashion creators), Carolina Herrera New York, Armani, Michael Kors New York, Desigual, Loewe, Pronovias, Codorniu, Mondragón Corporation, Argal, Bodegas Riojanas, Damm, Moritz, Pronovias, the Port of Barcelona, and others.

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