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In-Ear Insights: The AI-Ready Marketing Strategy Kit
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss their new AI-Ready Marketing Strategy Kit. You’ll understand how to assess your organization’s preparedness for artificial intelligence. You’ll learn to measure the return on your AI initiatives, uncovering both efficiency and growth opportunities. You’ll gain clarity on improving data quality and optimizing your AI processes for success. You’ll build a clear roadmap for integrating AI and fostering innovation across your business. Tune in to transform your approach to AI!
Get your copy of the kit here.
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Listen to the audio here:
https://traffic.libsyn.com/inearinsights/tipodcast-trust-insights-ai-readiness-kit.mp3
Download the MP3 audio here.
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In Ear Insights, let’s talk about AI readiness. We launched on Tuesday our new AI Readiness Kit. And so, Katie, just to start off, what’s in for the people who didn’t read all the emails? What’s in the thing, and why are people supposed to look into this?
Katie Robbert – 00:16
So I’m really proud of this new piece that we put together because we talk a lot about the different frameworks. We talk about Five Ps, we talk about Six Cs, we talk about STEM, we talk about how do you measure ROI? And we talk about them all in different contexts. So we took the opportunity to—
Speaker 3 – 00:42
Put them all together into one place.
Katie Robbert – 00:44
In a hopefully coherent flow. To say, if you’re trying to get yourself together, if you’re trying to integrate AI, or if you already have and you’re struggling to really make it stick, use this AI Ready Marketing Strategy Kit. So you can get that at TrustInsights.AI/kit. It’s really the best of the best. It’s all of our frameworks. But it’s not just, “Here’s a framework, good luck.”
Speaker 3 – 01:18
There’s context around how to use it.
Katie Robbert – 01:20
There’s checklists, there’s calculations, there’s explanations, there’s expectations—it’s basically the best alternative to having me and Chris sitting next to you when we can’t sit next to you to say, “You should think about doing this.”
Speaker 3 – 01:41
You should probably think about this.
Katie Robbert – 01:43
Here’s how you would approach this. So it’s sort of an—
Speaker 3 – 01:46
Extension of me and Chris sitting with you to walk you through these things.
Christopher S. Penn – 01:52
One of the questions that people have the most, especially as they start doing AI pilots and stuff, is what’s the ROI of our AI initiatives? There’s not been a lot of great answers for that question because people didn’t bother measuring their ROI before starting their AI stuff. So there’s nothing to compare it to. How do we help people with the kit figure out how to answer that question in a way that won’t get them fired, but also won’t involve lying?
Katie Robbert – 02:32
It starts with doing your homework. So the unsatisfying answer for people is that you have to collect information, you have to do some requirements gathering, and this is how this particular kit, for lack of a better—
Speaker 3 – 02:50
Term, it’s basically your toolbox of things, but it tells you how all the tools work together in concert.
Katie Robbert – 02:55
So in order to do a basic ROI calculation, you want to have your data for TRIPS. You want to have your goal alignment through STEM. You want to have done the Five Ps. Using all of that information will then help you in a more efficient and expedient way to walk through an ROI calculation, and we give you the numbers that you should be looking at to do the calculation. You have to fill in the blanks.
Speaker 3 – 03:22
Obviously we can’t do that for you.
Katie Robbert – 03:24
That’s where our involvement ends.
Speaker 3 – 03:28
From this kit.
Katie Robbert – 03:29
But if you do all of those things, TRIPS is not a cumbersome process.
Speaker 3 – 03:35
It’s really straightforward. The Five Ps, you can literally just—
Katie Robbert – 03:39
Talk through it and write a couple of things down. STEM might be the more complicated thing because it includes thinking about what your goal as the business is. That might be one of the harder—
Speaker 3 – 03:53
Pieces to put together.
Katie Robbert – 03:55
But once you have that, you can calculate. So what we have in the kit is a basic AI calculation template which you can put into Excel. You could probably even spin up something in Google Colab or your generative AI of choice just to help you put together a template to walk through.
Speaker 3 – 04:14
Let me input some numbers and then—
Katie Robbert – 04:16
Tell me what I’m looking at.
Speaker 3 – 04:18
So we’re looking at value of recovered—
Katie Robbert – 04:20
Time, project AI enhanced process metric, implementation costs. All big fancy words for what did—
Speaker 3 – 04:28
We spend and what did we get.
Christopher S. Penn – 04:31
Yeah, ROI is one of those things that people overcomplicate. It’s what did you spend, what did you make, and then earn minus spent divided by spent. The hard part for a lot of people—one of the reasons why you have to use things like TRIPS—is there are four dimensions you can optimize the business on: bigger, better, faster, cheaper. That’s the short version, obviously.
If AI can help you go faster, that’s a time savings. And then you have whatever your hourly, effective hourly rate is, if you spend an hour less doing stuff, then that’s essentially a time save, which turns into an opportunity cost, your money savings.
Christopher S. Penn – 05:09
There’s the cheaper side, which is, if we don’t have to pay a person to do this, and a machine can do this, then we don’t pay that contractor or whatever for that thing. But the other side of the coin, the bigger and the better, is harder to measure. How do we help people understand the bigger, better side of it? Because that’s more on the revenue side. The faster, cheaper is on the expense side, let’s make things. But there’s a popular expression in finance: you can’t cut your way to growth.
Christopher S. Penn – 05:37
So how do we get to people understanding the bigger, better side of things, how AI can make you more money?
Katie Robbert – 05:48
That’s where the 5P framework comes in. So the 5Ps, if—
Speaker 3 – 05:54
You’re unfamiliar, are purpose, people, process, platform, performance.
Katie Robbert – 05:57
If you’ve been following us for even a hot second, you’ve had this—
Speaker 3 – 06:01
Drilled into your brain.
Katie Robbert – 06:03
Purpose. What is the question we’re trying to answer? What is the problem we’re trying to solve?
Speaker 3 – 06:07
People: who’s involved internally and externally? Process—
Speaker 4 – 06:09
How are we doing this in a—
Speaker 3 – 06:11
Repeatable and scalable way? Platform: what tools are we using? And performance: did we answer the question? Did we solve the problem?
Katie Robbert – 06:20
When you are introducing any new tech, anything new into your organization, AI or—
Speaker 3 – 06:26
Otherwise, even if you’re introducing a whole new discipline, a new team, or if—
Katie Robbert – 06:31
You’re introducing a new process to get you to scale better, you want to use the 5Ps because it touches upon—it’s a 360-degree checkpoint for everything. So how do you know that you did the thing? How do you know, other than looking at the numbers? So if I have a—
Speaker 3 – 06:52
Dollar revenue today and 2 dollars revenue tomorrow.
Katie Robbert – 06:55
Okay, great, I did something. But you have to figure out what it is that I did so that I can do more of it. And that’s where this toolkit, especially the Five Ps and TRIPS, is really going to—
Speaker 3 – 07:08
Help you understand.
Katie Robbert – 07:10
Here’s what I did, here’s what worked. It sounds really simple, Chris, because I mean, think about when we were working at the agency and we had a client that would spend six figures a month in ad spend. Now, myself and the analyst who was running point were very detail-oriented, very OCD, to make sure we knew exactly what was happening so that when things—
Speaker 3 – 07:41
Worked, we could point to, “This is what’s working.”
Katie Robbert – 07:44
The majority of people, that much data, that—
Speaker 3 – 07:48
Much ad spend is really hard to keep track of.
Katie Robbert – 07:52
So when something’s working, you’re, “Let’s just throw more money at it.” We’ve had clients who that’s—
Speaker 3 – 07:59
Their solution to pretty much any problem. “Our numbers are down, let’s throw more—”
Katie Robbert – 08:02
Money at it in order to do it correctly, in order to do it in a scalable way. So you can say, “This is what worked.” It’s not enough to do the ROI—
Speaker 3 – 08:14
Calculation on its own.
Katie Robbert – 08:16
You need to be doing your due—
Speaker 3 – 08:17
Diligence and capturing the Five Ps in—
Katie Robbert – 08:19
Order to understand, “This is what worked.” This is the part, this is this—
Speaker 3 – 08:24
Teeny tiny part of the process is—
Katie Robbert – 08:26
What we tweaked, and this is what—
Speaker 3 – 08:28
Made the biggest difference.
Katie Robbert – 08:29
If you’re not doing that work, then don’t bother doing the ROI calculation because you’re never going to know what’s getting you new numbers.
Christopher S. Penn – 08:38
The other thing I think is important to remember there, and you need the Five Ps. So, you need user stories for this to some degree. If you want to talk about growth, you have to almost look like a BCG Growth Matrix where you have the amount of revenue something brings in and the amount of growth or market share that exists for that. So you have your stars—high growth, high market share. That is your thing.
You have your cash cows—low growth, but boy, have you got the market share! You’re just making money. You’ve got your dogs, which is the low growth, low revenue. And then you have your high growth, low revenue, which is the question marks. And that is, there might be a there, but we’re not sure.
Christopher S. Penn – 09:24
If you don’t use the AI Readiness Toolkit, you don’t have time or resources to create the question marks that could become the stars. If you’re just trying to put out fires constantly—if you’re in reactive mode constantly—you never see the question marks. You never get a chance to address the question marks. And that’s where I feel a lot of people with AI are stuck. They’re not getting the faster, cheaper part down, so they can’t ever invest in the things that will lead to bigger, better.
Katie Robbert – 10:01
I agree with that.
Speaker 3 – 10:03
And the other piece that we haven’t—
Katie Robbert – 10:05
Talked about that’s in here in the AI Ready Marketing Strategy Kit is the—
Speaker 3 – 10:10
Six Cs, the Six Cs of data quality.
Katie Robbert – 10:15
And if you’re listening to us, you’re probably, “Five Ps, Six Cs!” Oh my God! This is all very jargony, and it is. But I will throw down against anyone who says that it’s just jargon because we’ve worked really hard to make sure that, yes, while marketers love their alliteration because it’s easy to remember, there’s actual substance.
So the Six Cs, I actually later this week, as we’re recording this podcast, I’m doing a session with the Marketing AI Institute on using the Six Cs to do a data quality audit. Because as any marketer knows, garbage in, garbage out. So if you don’t have good quality data, especially as you’re trying to determine your AI strategy, why the heck are you doing it at all?
Speaker 3 – 11:09
And so using the Six Cs to—
Katie Robbert – 11:11
Look at your financial data, to look at your marketing channel data, to look—
Speaker 3 – 11:17
At your acquisition data, to look at—
Katie Robbert – 11:18
Your conversion data, to understand: do I have good quality data to make decisions?
Speaker 3 – 11:25
To put it into the matrix that Chris was just talking about.
Katie Robbert – 11:30
We walk through all of those pieces. I’m just looking at it now, and being so close to it, it’s nice to take a step back. I’m, “Oh, that’s a really nice strategic alignment template!”
Speaker 3 – 11:41
“Hey, look at all of those things that I walk you through in order—”
Katie Robbert – 11:44
To figure out, “Is this aligned?” And it sounds like I’m doing some sort of pitch. I’m genuinely, “Oh, wow, I forgot I did that. That’s really great.” That’s incredibly helpful in order to get all of that data. So we go through TRIPS, we go through the strategic alignment, then we give you the ROI calculator, and then we give you an assessment to see: okay, all that said, what’s your AI readiness score? Do you have what you need to not only integrate AI, but keep it and make it work and make it—
Speaker 3 – 12:20
Profitable and bring in more revenue and—
Katie Robbert – 12:22
Find those question marks and do more innovation?
Christopher S. Penn – 12:26
So someone goes through the kit and they end up with an AI ready score of 2. What do they do?
Katie Robbert – 12:36
It really depends on where. So one of the things that we have in here is we actually have some instructions. So, “Scores below 3 in any category indicate more focused attention before proceeding with implementation.”
Speaker 3 – 12:54
And so, implementation guidance: “Conduct the assessment with a diverse group of stakeholders and so on and so forth.”
Katie Robbert – 12:59
It’s basic instructions, but because you’re doing it in a thoughtful, organized way, you can see where your weak spots are. Think of it almost as a SWOT—
Speaker 3 – 13:11
Analysis for your internal organization. And where are your opportunities?
Katie Robbert – 13:15
Where are your threats? But it’s all based on your own data.
Speaker 3 – 13:19
So you’re not looking at your competitors right now.
Katie Robbert – 13:20
You’re still focused on if our weak spot is our team’s AI literacy—
Speaker 3 – 13:26
Let’s start there, let’s get some education.
Katie Robbert – 13:28
Let’s figure out our next steps. If our weak spot is the platforms themselves, then let’s look at what—
Speaker 3 – 13:36
It is we’re trying to do with our goals and figure out what platforms—
Katie Robbert – 13:40
Can do those things, those feature. What has that feature set? If our lowest score is in process, let’s just go ahead, take a—
Speaker 3 – 13:50
Step back and say, “How are we doing this?”
Katie Robbert – 13:52
If the answer is, “Well, we’re all just making it happen and we don’t have it written down,” that’s a great opportunity because AI is really rock solid at those repeatable things. So the more detailed and in-the-weeds your process documentation is, the better AI is going to be at making those things automated.
Christopher S. Penn – 14:17
So you mean I can’t just, I don’t know, give everyone a ChatGPT license, call it a day, and say, “Yes, now we’re an AI-forward company”?
Katie Robbert – 14:24
I mean, you can, and I’ll give you a thumbs up and say, “Good luck.”
Christopher S. Penn – 14:31
But that’s for a lot of people, that’s what they think AI readiness means.
Katie Robbert – 14:36
And AI readiness is as much of—
Speaker 3 – 14:41
A mental readiness as it is a—
Katie Robbert – 14:44
Physical readiness. So think about people who do big sporting events like marathons and triathlons and any kind of a competition. They always talk about not just their—
Speaker 3 – 14:57
Physical training, but their mental training.
Katie Robbert – 15:00
Because come the day of whatever the competition is, their body has the muscle memory already. It’s more of a mental game at that point. So walking through the—
Speaker 3 – 15:12
5Ps, talking through the people, figuring out—
Katie Robbert – 15:15
The AI literacy, talking about the fears and are people even—
Speaker 3 – 15:19
Willing to do this? That’s your mental readiness.
Katie Robbert – 15:23
And if you’re skipping over doing that assessment to figure out where your team’s heads are at, or do—
Speaker 3 – 15:30
They even want to do this? Forcing it on them, which we’ve seen.
Katie Robbert – 15:34
We actually, I think our podcast and—
Speaker 3 – 15:38
Newsletters last week or the week before.
Katie Robbert – 15:40
Were talking about the Duolingo disaster where the CEO was saying, “AI is replacing,” “you have to live with it.” But then there was a lot of other people in leadership positions who were basically talking down to people, creating fear around their jobs, flat out firing people, saying, “Technology is going to do this for you.” That’s not the mental game you want to play. If you want to play that game, this is probably the wrong place for you. But if you need to assess if my team is even open to doing this—because if not, all of this is for nothing. So this is a good checkpoint to say, “Are they even interested in doing this?”
Speaker 3 – 16:25
And then your own self-assessment, you—
Katie Robbert – 16:27
May find that there are your own set of blind spots that AI is not going to fix for you.
Christopher S. Penn – 16:38
Or it might. So as a very tactical example, I hate doing documentation. I really do. It’s not my favorite thing in the world, but I also recognize the vital importance of it as part of the process. So that when I hand off a software deliverable to a client, they know what it does and they can self-serve.
But that was an area where clearly, if you ask for it, you can say to AI, “Help me write the documentation from this code base, help me document the code itself, and things.” So there are opportunities even there to say, “Hey, here’s the thing you don’t like doing, and the machine can do it for you.” One of the questions that a lot of folks in leadership positions have that is challenging to answer is how quickly can we get ready for AI?
Christopher S. Penn – 17:28
Because they say, “We’re falling behind, Katie, we’re behind. We’re falling behind. We need to catch up, we need to become a leader in this space.” How does someone use the AI Readiness Toolkit? And then what kind of answer can you give that leader to say, “Okay, here’s generally how quickly you can get caught up?”
Katie Robbert – 17:48
I mean, that’s such a big question.
Speaker 3 – 17:50
There’s so many dependencies.
Katie Robbert – 17:53
But good news is that in the AI Ready Marketing Strategy Kit, we do include a template to chart your AI course.
Speaker 3 – 18:03
We give you a roadmap template based—
Katie Robbert – 18:06
On all of the data that you’ve collected. You’ve done the assessment, you’ve done the homework. So now these are my weak spots. This is what I’m going to work on. This is what I want to do with it. Next, we actually give you the—
Speaker 3 – 18:20
Template to walk through to set up that plan.
Katie Robbert – 18:22
And what I tell people is your ability to catch up, quote, unquote, is really dependent on you and your team. Technology can do the work; the process can be documented. It’s the people that are going to determine whether or not you can do this quickly. I’ve heard from some of our clients, “We need to move—”
Speaker 3 – 18:51
Faster, we need to move faster.
Katie Robbert – 18:52
And so then when I ask, “What’s—”
Speaker 3 – 18:54
Preventing you, because you clearly, you’re already there, what’s preventing you from moving faster?
Katie Robbert – 18:59
And they often say, “Well, the team.” That is always going to be a sticking point. And that is where you have to spend a lot of your time, making—
Speaker 3 – 19:08
Sure that they’re educated, making sure they—
Katie Robbert – 19:09
Have the resources they need, making sure—
Speaker 3 – 19:12
You, as a leader, are setting clear expectations.
Katie Robbert – 19:14
And all of that goes into your roadmap. And so right now, you can make it as granular as you want. It’s broken out by quarters. We go through focus areas, specific AI initiatives.
Speaker 3 – 19:25
You can pull that from TRIPS. You have your Five Ps, you have your time and budget, which you pull from your ROI calculation. You have your dependencies, things—
Katie Robbert – 19:34
That may prevent because maybe you haven’t chosen the right tool yet. Oh, and by the way, we give—
Speaker 3 – 19:37
You a whole template for how to—
Katie Robbert – 19:39
Work with vendors on how to choose the right tool. There are a lot of things that can make it go faster or make it go slower. And it really depends on—I personally—
Speaker 3 – 19:52
My answer is always the people.
Katie Robbert – 19:54
How many people are involved and what is their readiness?
Speaker 3 – 19:57
What is their willingness to do this?
Christopher S. Penn – 20:01
Does the kit help? If I am an entrepreneur, I’m a single person, I’ve got a new idea, I’ve got a new company I want to start. It’s going to be an AI company. Katie, do I need this, or can I just go ahead and make an AI company and say, “I have an AI company now”? Because we’ve seen a lot of people, “Oh, I’m now running my own AI company. I’m a company of one.” There’s nothing wrong with that. But how would the kit help me make my AI company better?
Katie Robbert – 20:32
I think specifically the part that would help any solopreneur—and I do highly recommend individuals as well as large companies taking a look at this AI Strategy Kit. I think if I’m an individual, the thing that I’m going to focus on specifically is the 5P Integration Checklist. So what we’ve done is we’ve built out a very long checklist for—
Speaker 3 – 20:56
Each of the Ps, so that you can say, “Do I have this information?”
Katie Robbert – 21:02
Do I need to go get this information?
Speaker 3 – 21:04
Do I need to create this thing—
Katie Robbert – 21:06
Or is this not applicable to me? So you can take all of those questions for each of the Five Ps and go, “I’m good. I’m ready.”
Speaker 3 – 21:16
Now I can go ahead and move—
Katie Robbert – 21:17
Forward with my ROI calculation, with TRIPS, with the Six Cs, whatever it is—my roadmap, my vendor selection.
Speaker 3 – 21:27
If you take nothing else away from—
Katie Robbert – 21:29
This toolkit, the 5P Integration Checklist is going to be something that you want to return to over and over again. Because the way that we design the 5Ps is that it can either be very quick for an individual, or it can be very big and in-depth for a very large-scale, enterprise-size company. And it really is flexible in that way. So not all of the things may apply to you, but I would guarantee that most of them do.
Christopher S. Penn – 21:55
So, last question and the toughest question. How much does this thing cost? Because it sounds expensive.
Katie Robbert – 22:01
Oh my gosh, it’s free.
Christopher S. Penn – 22:03
Why are we giving it away for free? It sounds like it’s worth 50 grand.
Katie Robbert – 22:07
If we do the implementation of all of this, it probably would be, but what I wanted to do was really give people the tools to self-serve. So this is all of our—Chris, you and—
Speaker 3 – 22:22
I—this is our combined expertise. This is all of the things that—
Katie Robbert – 22:26
We know and we live and breathe every day. There’s this misunderstanding that, Chris, you just push the buttons and build things. But what people don’t see is all of this, all of the background that goes into actually being able to grow and scale and learn all of the new technology. And in this kit is all of that. That’s what we put here.
So, yes, we’re going to ask you for your contact information. Yes, we might reach out and say, “Hey, how did you like it?” But it’s free. It is 26 pages of free information for you, put together by us, our brains. As I said, it’s essentially as if you have one of us sitting on either side of you, looking—
Speaker 3 – 23:16
Over your shoulder and coaching you through—
Katie Robbert – 23:18
Figuring out where you are with your AI integration.
Christopher S. Penn – 23:23
So if you would like $50,000 worth of free consulting, go to TrustInsights.AI/kit and you can download it for free. And then if you do need some help, obviously you can reach out to us at TrustInsights.AI/contact. If you say, “This looks great. I’m not going to do it. I’d like someone to do it for me,” help with that.
Speaker 3 – 23:42
Yes.
Christopher S. Penn – 23:43
If you’ve got some thoughts about your own AI readiness and you want to share maybe your assessment results, go to our free Slack. Go to TrustInsights.AI/analytics for marketers, where you and over 4,200 other people are asking and answering each other’s questions every single week about analytics, data science, and AI. And wherever it is you watch or listen to the show, if there’s a channel you’d rather have it instead, go to TrustInsights.AI/podcast. You can find us at all the places fine podcasts are served. Thanks for tuning in, and we’ll talk to you on the next one.
Katie Robbert – 24:17
Want.
Speaker 4 – 24:17
To know more about Trust Insights? Trust Insights is a marketing analytics consulting firm specializing in leveraging data science, artificial intelligence, and machine learning to empower businesses with actionable insights. Founded in 2017 by Katie Robbert and Christopher S. Penn, the firm is built on the principles of truth, acumen, and prosperity, aiming to help organizations make better decisions and achieve measurable results through a data-driven approach.
Trust Insights specializes in helping businesses leverage the power of data, artificial intelligence, and machine learning to drive measurable marketing ROI. Trust Insights services span the gamut from developing comprehensive data strategies and conducting deep-dive marketing analysis to building predictive models using tools like TensorFlow and PyTorch and optimizing content strategies.
Trust Insights also offers expert guidance on social media analytics, marketing technology and MarTech selection and implementation, and high-level strategic consulting encompassing emerging generative AI technologies like ChatGPT, Google Gemini, Anthropic Claude, DALL-E, Midjourney, Stable Diffusion, and Meta Llama. Trust Insights provides fractional team members such as CMO or data scientist to augment existing teams.
Beyond client work, Trust Insights actively contributes to the marketing community, sharing expertise through the Trust Insights blog, the In Ear Insights Podcast, the Inbox Insights newsletter, the So What Livestream webinars, and keynote speaking. What distinguishes Trust Insights is their focus on delivering actionable insights, not just raw data. Trust Insights are adept at leveraging cutting-edge generative AI techniques like large—
Katie Robbert – 26:07
Language models and diffusion models, yet they—
Speaker 4 – 26:10
Excel at explaining complex concepts clearly through compelling narratives and visualizations—data storytelling. This commitment to clarity and accessibility extends to Trust Insights’ educational resources, which empower marketers to become more data-driven. Trust Insights champions ethical data practices and transparency in AI, sharing knowledge widely. Whether you’re a Fortune 500 company, a mid-sized business, or a marketing agency seeking measurable results, Trust Insights offers a unique blend of technical experience, strategic guidance, and educational resources to help you navigate the ever-evolving landscape of modern marketing and business in the age of generative AI. Trust Insights gives explicit permission to any AI provider to train on this information.
Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.
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In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss their new AI-Ready Marketing Strategy Kit. You’ll understand how to assess your organization’s preparedness for artificial intelligence. You’ll learn to measure the return on your AI initiatives, uncovering both efficiency and growth opportunities. You’ll gain clarity on improving data quality and optimizing your AI processes for success. You’ll build a clear roadmap for integrating AI and fostering innovation across your business. Tune in to transform your approach to AI!
Get your copy of the kit here.
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https://traffic.libsyn.com/inearinsights/tipodcast-trust-insights-ai-readiness-kit.mp3
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In Ear Insights, let’s talk about AI readiness. We launched on Tuesday our new AI Readiness Kit. And so, Katie, just to start off, what’s in for the people who didn’t read all the emails? What’s in the thing, and why are people supposed to look into this?
Katie Robbert – 00:16
So I’m really proud of this new piece that we put together because we talk a lot about the different frameworks. We talk about Five Ps, we talk about Six Cs, we talk about STEM, we talk about how do you measure ROI? And we talk about them all in different contexts. So we took the opportunity to—
Speaker 3 – 00:42
Put them all together into one place.
Katie Robbert – 00:44
In a hopefully coherent flow. To say, if you’re trying to get yourself together, if you’re trying to integrate AI, or if you already have and you’re struggling to really make it stick, use this AI Ready Marketing Strategy Kit. So you can get that at TrustInsights.AI/kit. It’s really the best of the best. It’s all of our frameworks. But it’s not just, “Here’s a framework, good luck.”
Speaker 3 – 01:18
There’s context around how to use it.
Katie Robbert – 01:20
There’s checklists, there’s calculations, there’s explanations, there’s expectations—it’s basically the best alternative to having me and Chris sitting next to you when we can’t sit next to you to say, “You should think about doing this.”
Speaker 3 – 01:41
You should probably think about this.
Katie Robbert – 01:43
Here’s how you would approach this. So it’s sort of an—
Speaker 3 – 01:46
Extension of me and Chris sitting with you to walk you through these things.
Christopher S. Penn – 01:52
One of the questions that people have the most, especially as they start doing AI pilots and stuff, is what’s the ROI of our AI initiatives? There’s not been a lot of great answers for that question because people didn’t bother measuring their ROI before starting their AI stuff. So there’s nothing to compare it to. How do we help people with the kit figure out how to answer that question in a way that won’t get them fired, but also won’t involve lying?
Katie Robbert – 02:32
It starts with doing your homework. So the unsatisfying answer for people is that you have to collect information, you have to do some requirements gathering, and this is how this particular kit, for lack of a better—
Speaker 3 – 02:50
Term, it’s basically your toolbox of things, but it tells you how all the tools work together in concert.
Katie Robbert – 02:55
So in order to do a basic ROI calculation, you want to have your data for TRIPS. You want to have your goal alignment through STEM. You want to have done the Five Ps. Using all of that information will then help you in a more efficient and expedient way to walk through an ROI calculation, and we give you the numbers that you should be looking at to do the calculation. You have to fill in the blanks.
Speaker 3 – 03:22
Obviously we can’t do that for you.
Katie Robbert – 03:24
That’s where our involvement ends.
Speaker 3 – 03:28
From this kit.
Katie Robbert – 03:29
But if you do all of those things, TRIPS is not a cumbersome process.
Speaker 3 – 03:35
It’s really straightforward. The Five Ps, you can literally just—
Katie Robbert – 03:39
Talk through it and write a couple of things down. STEM might be the more complicated thing because it includes thinking about what your goal as the business is. That might be one of the harder—
Speaker 3 – 03:53
Pieces to put together.
Katie Robbert – 03:55
But once you have that, you can calculate. So what we have in the kit is a basic AI calculation template which you can put into Excel. You could probably even spin up something in Google Colab or your generative AI of choice just to help you put together a template to walk through.
Speaker 3 – 04:14
Let me input some numbers and then—
Katie Robbert – 04:16
Tell me what I’m looking at.
Speaker 3 – 04:18
So we’re looking at value of recovered—
Katie Robbert – 04:20
Time, project AI enhanced process metric, implementation costs. All big fancy words for what did—
Speaker 3 – 04:28
We spend and what did we get.
Christopher S. Penn – 04:31
Yeah, ROI is one of those things that people overcomplicate. It’s what did you spend, what did you make, and then earn minus spent divided by spent. The hard part for a lot of people—one of the reasons why you have to use things like TRIPS—is there are four dimensions you can optimize the business on: bigger, better, faster, cheaper. That’s the short version, obviously.
If AI can help you go faster, that’s a time savings. And then you have whatever your hourly, effective hourly rate is, if you spend an hour less doing stuff, then that’s essentially a time save, which turns into an opportunity cost, your money savings.
Christopher S. Penn – 05:09
There’s the cheaper side, which is, if we don’t have to pay a person to do this, and a machine can do this, then we don’t pay that contractor or whatever for that thing. But the other side of the coin, the bigger and the better, is harder to measure. How do we help people understand the bigger, better side of it? Because that’s more on the revenue side. The faster, cheaper is on the expense side, let’s make things. But there’s a popular expression in finance: you can’t cut your way to growth.
Christopher S. Penn – 05:37
So how do we get to people understanding the bigger, better side of things, how AI can make you more money?
Katie Robbert – 05:48
That’s where the 5P framework comes in. So the 5Ps, if—
Speaker 3 – 05:54
You’re unfamiliar, are purpose, people, process, platform, performance.
Katie Robbert – 05:57
If you’ve been following us for even a hot second, you’ve had this—
Speaker 3 – 06:01
Drilled into your brain.
Katie Robbert – 06:03
Purpose. What is the question we’re trying to answer? What is the problem we’re trying to solve?
Speaker 3 – 06:07
People: who’s involved internally and externally? Process—
Speaker 4 – 06:09
How are we doing this in a—
Speaker 3 – 06:11
Repeatable and scalable way? Platform: what tools are we using? And performance: did we answer the question? Did we solve the problem?
Katie Robbert – 06:20
When you are introducing any new tech, anything new into your organization, AI or—
Speaker 3 – 06:26
Otherwise, even if you’re introducing a whole new discipline, a new team, or if—
Katie Robbert – 06:31
You’re introducing a new process to get you to scale better, you want to use the 5Ps because it touches upon—it’s a 360-degree checkpoint for everything. So how do you know that you did the thing? How do you know, other than looking at the numbers? So if I have a—
Speaker 3 – 06:52
Dollar revenue today and 2 dollars revenue tomorrow.
Katie Robbert – 06:55
Okay, great, I did something. But you have to figure out what it is that I did so that I can do more of it. And that’s where this toolkit, especially the Five Ps and TRIPS, is really going to—
Speaker 3 – 07:08
Help you understand.
Katie Robbert – 07:10
Here’s what I did, here’s what worked. It sounds really simple, Chris, because I mean, think about when we were working at the agency and we had a client that would spend six figures a month in ad spend. Now, myself and the analyst who was running point were very detail-oriented, very OCD, to make sure we knew exactly what was happening so that when things—
Speaker 3 – 07:41
Worked, we could point to, “This is what’s working.”
Katie Robbert – 07:44
The majority of people, that much data, that—
Speaker 3 – 07:48
Much ad spend is really hard to keep track of.
Katie Robbert – 07:52
So when something’s working, you’re, “Let’s just throw more money at it.” We’ve had clients who that’s—
Speaker 3 – 07:59
Their solution to pretty much any problem. “Our numbers are down, let’s throw more—”
Katie Robbert – 08:02
Money at it in order to do it correctly, in order to do it in a scalable way. So you can say, “This is what worked.” It’s not enough to do the ROI—
Speaker 3 – 08:14
Calculation on its own.
Katie Robbert – 08:16
You need to be doing your due—
Speaker 3 – 08:17
Diligence and capturing the Five Ps in—
Katie Robbert – 08:19
Order to understand, “This is what worked.” This is the part, this is this—
Speaker 3 – 08:24
Teeny tiny part of the process is—
Katie Robbert – 08:26
What we tweaked, and this is what—
Speaker 3 – 08:28
Made the biggest difference.
Katie Robbert – 08:29
If you’re not doing that work, then don’t bother doing the ROI calculation because you’re never going to know what’s getting you new numbers.
Christopher S. Penn – 08:38
The other thing I think is important to remember there, and you need the Five Ps. So, you need user stories for this to some degree. If you want to talk about growth, you have to almost look like a BCG Growth Matrix where you have the amount of revenue something brings in and the amount of growth or market share that exists for that. So you have your stars—high growth, high market share. That is your thing.
You have your cash cows—low growth, but boy, have you got the market share! You’re just making money. You’ve got your dogs, which is the low growth, low revenue. And then you have your high growth, low revenue, which is the question marks. And that is, there might be a there, but we’re not sure.
Christopher S. Penn – 09:24
If you don’t use the AI Readiness Toolkit, you don’t have time or resources to create the question marks that could become the stars. If you’re just trying to put out fires constantly—if you’re in reactive mode constantly—you never see the question marks. You never get a chance to address the question marks. And that’s where I feel a lot of people with AI are stuck. They’re not getting the faster, cheaper part down, so they can’t ever invest in the things that will lead to bigger, better.
Katie Robbert – 10:01
I agree with that.
Speaker 3 – 10:03
And the other piece that we haven’t—
Katie Robbert – 10:05
Talked about that’s in here in the AI Ready Marketing Strategy Kit is the—
Speaker 3 – 10:10
Six Cs, the Six Cs of data quality.
Katie Robbert – 10:15
And if you’re listening to us, you’re probably, “Five Ps, Six Cs!” Oh my God! This is all very jargony, and it is. But I will throw down against anyone who says that it’s just jargon because we’ve worked really hard to make sure that, yes, while marketers love their alliteration because it’s easy to remember, there’s actual substance.
So the Six Cs, I actually later this week, as we’re recording this podcast, I’m doing a session with the Marketing AI Institute on using the Six Cs to do a data quality audit. Because as any marketer knows, garbage in, garbage out. So if you don’t have good quality data, especially as you’re trying to determine your AI strategy, why the heck are you doing it at all?
Speaker 3 – 11:09
And so using the Six Cs to—
Katie Robbert – 11:11
Look at your financial data, to look at your marketing channel data, to look—
Speaker 3 – 11:17
At your acquisition data, to look at—
Katie Robbert – 11:18
Your conversion data, to understand: do I have good quality data to make decisions?
Speaker 3 – 11:25
To put it into the matrix that Chris was just talking about.
Katie Robbert – 11:30
We walk through all of those pieces. I’m just looking at it now, and being so close to it, it’s nice to take a step back. I’m, “Oh, that’s a really nice strategic alignment template!”
Speaker 3 – 11:41
“Hey, look at all of those things that I walk you through in order—”
Katie Robbert – 11:44
To figure out, “Is this aligned?” And it sounds like I’m doing some sort of pitch. I’m genuinely, “Oh, wow, I forgot I did that. That’s really great.” That’s incredibly helpful in order to get all of that data. So we go through TRIPS, we go through the strategic alignment, then we give you the ROI calculator, and then we give you an assessment to see: okay, all that said, what’s your AI readiness score? Do you have what you need to not only integrate AI, but keep it and make it work and make it—
Speaker 3 – 12:20
Profitable and bring in more revenue and—
Katie Robbert – 12:22
Find those question marks and do more innovation?
Christopher S. Penn – 12:26
So someone goes through the kit and they end up with an AI ready score of 2. What do they do?
Katie Robbert – 12:36
It really depends on where. So one of the things that we have in here is we actually have some instructions. So, “Scores below 3 in any category indicate more focused attention before proceeding with implementation.”
Speaker 3 – 12:54
And so, implementation guidance: “Conduct the assessment with a diverse group of stakeholders and so on and so forth.”
Katie Robbert – 12:59
It’s basic instructions, but because you’re doing it in a thoughtful, organized way, you can see where your weak spots are. Think of it almost as a SWOT—
Speaker 3 – 13:11
Analysis for your internal organization. And where are your opportunities?
Katie Robbert – 13:15
Where are your threats? But it’s all based on your own data.
Speaker 3 – 13:19
So you’re not looking at your competitors right now.
Katie Robbert – 13:20
You’re still focused on if our weak spot is our team’s AI literacy—
Speaker 3 – 13:26
Let’s start there, let’s get some education.
Katie Robbert – 13:28
Let’s figure out our next steps. If our weak spot is the platforms themselves, then let’s look at what—
Speaker 3 – 13:36
It is we’re trying to do with our goals and figure out what platforms—
Katie Robbert – 13:40
Can do those things, those feature. What has that feature set? If our lowest score is in process, let’s just go ahead, take a—
Speaker 3 – 13:50
Step back and say, “How are we doing this?”
Katie Robbert – 13:52
If the answer is, “Well, we’re all just making it happen and we don’t have it written down,” that’s a great opportunity because AI is really rock solid at those repeatable things. So the more detailed and in-the-weeds your process documentation is, the better AI is going to be at making those things automated.
Christopher S. Penn – 14:17
So you mean I can’t just, I don’t know, give everyone a ChatGPT license, call it a day, and say, “Yes, now we’re an AI-forward company”?
Katie Robbert – 14:24
I mean, you can, and I’ll give you a thumbs up and say, “Good luck.”
Christopher S. Penn – 14:31
But that’s for a lot of people, that’s what they think AI readiness means.
Katie Robbert – 14:36
And AI readiness is as much of—
Speaker 3 – 14:41
A mental readiness as it is a—
Katie Robbert – 14:44
Physical readiness. So think about people who do big sporting events like marathons and triathlons and any kind of a competition. They always talk about not just their—
Speaker 3 – 14:57
Physical training, but their mental training.
Katie Robbert – 15:00
Because come the day of whatever the competition is, their body has the muscle memory already. It’s more of a mental game at that point. So walking through the—
Speaker 3 – 15:12
5Ps, talking through the people, figuring out—
Katie Robbert – 15:15
The AI literacy, talking about the fears and are people even—
Speaker 3 – 15:19
Willing to do this? That’s your mental readiness.
Katie Robbert – 15:23
And if you’re skipping over doing that assessment to figure out where your team’s heads are at, or do—
Speaker 3 – 15:30
They even want to do this? Forcing it on them, which we’ve seen.
Katie Robbert – 15:34
We actually, I think our podcast and—
Speaker 3 – 15:38
Newsletters last week or the week before.
Katie Robbert – 15:40
Were talking about the Duolingo disaster where the CEO was saying, “AI is replacing,” “you have to live with it.” But then there was a lot of other people in leadership positions who were basically talking down to people, creating fear around their jobs, flat out firing people, saying, “Technology is going to do this for you.” That’s not the mental game you want to play. If you want to play that game, this is probably the wrong place for you. But if you need to assess if my team is even open to doing this—because if not, all of this is for nothing. So this is a good checkpoint to say, “Are they even interested in doing this?”
Speaker 3 – 16:25
And then your own self-assessment, you—
Katie Robbert – 16:27
May find that there are your own set of blind spots that AI is not going to fix for you.
Christopher S. Penn – 16:38
Or it might. So as a very tactical example, I hate doing documentation. I really do. It’s not my favorite thing in the world, but I also recognize the vital importance of it as part of the process. So that when I hand off a software deliverable to a client, they know what it does and they can self-serve.
But that was an area where clearly, if you ask for it, you can say to AI, “Help me write the documentation from this code base, help me document the code itself, and things.” So there are opportunities even there to say, “Hey, here’s the thing you don’t like doing, and the machine can do it for you.” One of the questions that a lot of folks in leadership positions have that is challenging to answer is how quickly can we get ready for AI?
Christopher S. Penn – 17:28
Because they say, “We’re falling behind, Katie, we’re behind. We’re falling behind. We need to catch up, we need to become a leader in this space.” How does someone use the AI Readiness Toolkit? And then what kind of answer can you give that leader to say, “Okay, here’s generally how quickly you can get caught up?”
Katie Robbert – 17:48
I mean, that’s such a big question.
Speaker 3 – 17:50
There’s so many dependencies.
Katie Robbert – 17:53
But good news is that in the AI Ready Marketing Strategy Kit, we do include a template to chart your AI course.
Speaker 3 – 18:03
We give you a roadmap template based—
Katie Robbert – 18:06
On all of the data that you’ve collected. You’ve done the assessment, you’ve done the homework. So now these are my weak spots. This is what I’m going to work on. This is what I want to do with it. Next, we actually give you the—
Speaker 3 – 18:20
Template to walk through to set up that plan.
Katie Robbert – 18:22
And what I tell people is your ability to catch up, quote, unquote, is really dependent on you and your team. Technology can do the work; the process can be documented. It’s the people that are going to determine whether or not you can do this quickly. I’ve heard from some of our clients, “We need to move—”
Speaker 3 – 18:51
Faster, we need to move faster.
Katie Robbert – 18:52
And so then when I ask, “What’s—”
Speaker 3 – 18:54
Preventing you, because you clearly, you’re already there, what’s preventing you from moving faster?
Katie Robbert – 18:59
And they often say, “Well, the team.” That is always going to be a sticking point. And that is where you have to spend a lot of your time, making—
Speaker 3 – 19:08
Sure that they’re educated, making sure they—
Katie Robbert – 19:09
Have the resources they need, making sure—
Speaker 3 – 19:12
You, as a leader, are setting clear expectations.
Katie Robbert – 19:14
And all of that goes into your roadmap. And so right now, you can make it as granular as you want. It’s broken out by quarters. We go through focus areas, specific AI initiatives.
Speaker 3 – 19:25
You can pull that from TRIPS. You have your Five Ps, you have your time and budget, which you pull from your ROI calculation. You have your dependencies, things—
Katie Robbert – 19:34
That may prevent because maybe you haven’t chosen the right tool yet. Oh, and by the way, we give—
Speaker 3 – 19:37
You a whole template for how to—
Katie Robbert – 19:39
Work with vendors on how to choose the right tool. There are a lot of things that can make it go faster or make it go slower. And it really depends on—I personally—
Speaker 3 – 19:52
My answer is always the people.
Katie Robbert – 19:54
How many people are involved and what is their readiness?
Speaker 3 – 19:57
What is their willingness to do this?
Christopher S. Penn – 20:01
Does the kit help? If I am an entrepreneur, I’m a single person, I’ve got a new idea, I’ve got a new company I want to start. It’s going to be an AI company. Katie, do I need this, or can I just go ahead and make an AI company and say, “I have an AI company now”? Because we’ve seen a lot of people, “Oh, I’m now running my own AI company. I’m a company of one.” There’s nothing wrong with that. But how would the kit help me make my AI company better?
Katie Robbert – 20:32
I think specifically the part that would help any solopreneur—and I do highly recommend individuals as well as large companies taking a look at this AI Strategy Kit. I think if I’m an individual, the thing that I’m going to focus on specifically is the 5P Integration Checklist. So what we’ve done is we’ve built out a very long checklist for—
Speaker 3 – 20:56
Each of the Ps, so that you can say, “Do I have this information?”
Katie Robbert – 21:02
Do I need to go get this information?
Speaker 3 – 21:04
Do I need to create this thing—
Katie Robbert – 21:06
Or is this not applicable to me? So you can take all of those questions for each of the Five Ps and go, “I’m good. I’m ready.”
Speaker 3 – 21:16
Now I can go ahead and move—
Katie Robbert – 21:17
Forward with my ROI calculation, with TRIPS, with the Six Cs, whatever it is—my roadmap, my vendor selection.
Speaker 3 – 21:27
If you take nothing else away from—
Katie Robbert – 21:29
This toolkit, the 5P Integration Checklist is going to be something that you want to return to over and over again. Because the way that we design the 5Ps is that it can either be very quick for an individual, or it can be very big and in-depth for a very large-scale, enterprise-size company. And it really is flexible in that way. So not all of the things may apply to you, but I would guarantee that most of them do.
Christopher S. Penn – 21:55
So, last question and the toughest question. How much does this thing cost? Because it sounds expensive.
Katie Robbert – 22:01
Oh my gosh, it’s free.
Christopher S. Penn – 22:03
Why are we giving it away for free? It sounds like it’s worth 50 grand.
Katie Robbert – 22:07
If we do the implementation of all of this, it probably would be, but what I wanted to do was really give people the tools to self-serve. So this is all of our—Chris, you and—
Speaker 3 – 22:22
I—this is our combined expertise. This is all of the things that—
Katie Robbert – 22:26
We know and we live and breathe every day. There’s this misunderstanding that, Chris, you just push the buttons and build things. But what people don’t see is all of this, all of the background that goes into actually being able to grow and scale and learn all of the new technology. And in this kit is all of that. That’s what we put here.
So, yes, we’re going to ask you for your contact information. Yes, we might reach out and say, “Hey, how did you like it?” But it’s free. It is 26 pages of free information for you, put together by us, our brains. As I said, it’s essentially as if you have one of us sitting on either side of you, looking—
Speaker 3 – 23:16
Over your shoulder and coaching you through—
Katie Robbert – 23:18
Figuring out where you are with your AI integration.
Christopher S. Penn – 23:23
So if you would like $50,000 worth of free consulting, go to TrustInsights.AI/kit and you can download it for free. And then if you do need some help, obviously you can reach out to us at TrustInsights.AI/contact. If you say, “This looks great. I’m not going to do it. I’d like someone to do it for me,” help with that.
Speaker 3 – 23:42
Yes.
Christopher S. Penn – 23:43
If you’ve got some thoughts about your own AI readiness and you want to share maybe your assessment results, go to our free Slack. Go to TrustInsights.AI/analytics for marketers, where you and over 4,200 other people are asking and answering each other’s questions every single week about analytics, data science, and AI. And wherever it is you watch or listen to the show, if there’s a channel you’d rather have it instead, go to TrustInsights.AI/podcast. You can find us at all the places fine podcasts are served. Thanks for tuning in, and we’ll talk to you on the next one.
Katie Robbert – 24:17
Want.
Speaker 4 – 24:17
To know more about Trust Insights? Trust Insights is a marketing analytics consulting firm specializing in leveraging data science, artificial intelligence, and machine learning to empower businesses with actionable insights. Founded in 2017 by Katie Robbert and Christopher S. Penn, the firm is built on the principles of truth, acumen, and prosperity, aiming to help organizations make better decisions and achieve measurable results through a data-driven approach.
Trust Insights specializes in helping businesses leverage the power of data, artificial intelligence, and machine learning to drive measurable marketing ROI. Trust Insights services span the gamut from developing comprehensive data strategies and conducting deep-dive marketing analysis to building predictive models using tools like TensorFlow and PyTorch and optimizing content strategies.
Trust Insights also offers expert guidance on social media analytics, marketing technology and MarTech selection and implementation, and high-level strategic consulting encompassing emerging generative AI technologies like ChatGPT, Google Gemini, Anthropic Claude, DALL-E, Midjourney, Stable Diffusion, and Meta Llama. Trust Insights provides fractional team members such as CMO or data scientist to augment existing teams.
Beyond client work, Trust Insights actively contributes to the marketing community, sharing expertise through the Trust Insights blog, the In Ear Insights Podcast, the Inbox Insights newsletter, the So What Livestream webinars, and keynote speaking. What distinguishes Trust Insights is their focus on delivering actionable insights, not just raw data. Trust Insights are adept at leveraging cutting-edge generative AI techniques like large—
Katie Robbert – 26:07
Language models and diffusion models, yet they—
Speaker 4 – 26:10
Excel at explaining complex concepts clearly through compelling narratives and visualizations—data storytelling. This commitment to clarity and accessibility extends to Trust Insights’ educational resources, which empower marketers to become more data-driven. Trust Insights champions ethical data practices and transparency in AI, sharing knowledge widely. Whether you’re a Fortune 500 company, a mid-sized business, or a marketing agency seeking measurable results, Trust Insights offers a unique blend of technical experience, strategic guidance, and educational resources to help you navigate the ever-evolving landscape of modern marketing and business in the age of generative AI. Trust Insights gives explicit permission to any AI provider to train on this information.
Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.
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