Live at AMA: AI’s Role in Smarter KPIs

In this live episode from the American Marketing Association (AMA) conference in Las Vegas, Mallory sits down with Christian Ponce, AVP for Marketing at Old Dominion University. They discuss the powerful intersection of AI and KPI development in higher education marketing. Christian shares how AI tools like Elephant AI streamline KPI generation, offering marketers valuable insights and efficiency. This episode dives into the practical applications of AI for setting and tracking key performance indicators (KPIs), particularly in campaign planning and execution, to maximize productivity and foster a sense of belonging within teams.

Key Takeaways

• AI in KPI Development: AI can expedite the traditionally time-consuming process of creating and tracking KPIs, transforming hours of work into mere minutes.
• AI as a Support Tool, Not a Replacement: AI is meant to enhance your strategic thinking, not replace it, by providing structured guidance and suggestions.
• Enhanced Productivity and Learning: Engaging with AI tools can reduce research time, educate users on key metrics like NPS, and offer solutions for campaign optimization.
• Cultivating Belonging in Remote Teams: The keynote on inclusivity highlights the impact of fostering belonging within teams, which can directly affect productivity and satisfaction.

Why Inclusivity Matters in Marketing Teams 
Christian reflects on the keynote's emphasis on inclusion, noting the scientific evidence that humans are wired for belonging. This biological need for inclusion impacts productivity and job satisfaction. For remote and distributed teams, creating a culture where every member feels valued and connected is essential, particularly in high-stakes environments like higher education marketing. Christian stresses that understanding the neurological effects of rejection helps drive home the importance of inclusive marketing and team dynamics.

AI-Powered KPI Development in Higher Education
Christian shares how AI tools are transforming the process of KPI development. Traditionally, setting KPIs required significant time, involving deep dives into institutional goals, marketing objectives, and strategic planning. With AI, marketers can streamline this process by inputting basic campaign information and receiving immediate, actionable insights. Christian uses Elephant AI to prompt the tool with campaign goals and in seconds receives recommendations for brand awareness, perception tracking, and conversions. This shift saves time and allows for a greater focus on refining strategic priorities.

How AI Can Assist, Not Replace, Strategic Thinking 
In a role like Christian's, AI serves as a productivity booster rather than a replacement for strategic input. He explains that, rather than generating ideas independently, AI supports tasks by eliminating the “blank page” problem and speeding up ideation. For example, he uses AI to produce sample KPIs and adjust them as necessary. AI also offers tools and methods to measure metrics like Net Promoter Score (NPS), including recommendations for survey platforms and calculation techniques. This level of assistance allows Christian to focus on strategic adjustments, while AI handles the administrative legwork.

Real-Life Examples of AI-Driven Campaign Iteration 
Christian emphasizes how AI can assist in ongoing campaign management, especially in situations where a campaign isn’t performing as expected. When faced with underwhelming results, he can input current data into the AI tool and receive suggestions, such as tweaking headlines or adjusting messaging to boost engagement. This approach allows Christian to iterate on campaigns more efficiently, testing new ideas and refining strategies based on real-time insights from AI suggestions.

The Importance of Starting with AI,