Marketing AI

eCornell

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  • online
  • on demand

eCornell

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Who should attend

  • Marketing managers
  • Content marketers
  • Marketing automation specialists
  • Product managers
  • Marketing data analysts
  • Brand managers
  • CMOs
  • Entrepreneurs

About the course

As digital transformation reshapes every industry and function, marketers everywhere are racing to implement performance-driven marketing strategies that leverage today’s most powerful digital technologies. Artificial intelligence is expected to have up to a $2.6 trillion business impact in sales and marketing alone. Will traditional, tried-and-true marketing methods be folded into this new era of performance marketing and AI, or will they become a thing of the past? Is your organization keeping up with the latest and greatest technology? Are you missing any potential areas for improvement?

In this certificate program, you will discover practical, innovative ways to apply machine learning and AI to the marketing function in order to enhance the customer journey, achieve data-driven decision making, and ultimately impact the success of your marketing initiatives.

You will start by assessing your organization’s current marketing activities and create a plan to optimize them using the key concepts from AI and digital marketing to formulate a digital strategy. You will then be guided in creating your own digital marketing plans for both paid and owned media. In the final course, you’ll have the opportunity to create a performance marketing plan and identify ways to supercharge it using artificial intelligence and machine learning.

Upon completing the program, you will have developed the skills and frameworks needed to gain an edge in digital marketing with artificial intelligence tools and battle-tested strategies that can stand the test of time in this rapidly changing landscape.

Digital Transformation in Marketing

Organizations have been working for over ten years on digital transformation, but how exactly can this be successfully achieved? Implementing artificial intelligence, machine learning, and marketing automation requires heavy investment in data infrastructure as well as creation of the culture and know-how that empowers marketers to successfully implement data-driven decision making.

In this course, you will navigate this complex journey. As you progress through the course, you will perform a digital transformation assessment of your organization's current marketing activities. You will explore some of the successes marketers have accomplished in leading organizations and use these insights to design specific strategies to take your organization's digital transformation to the next level, in terms of both the data and the people involved. You will gain a working knowledge of artificial intelligence and machine learning from a marketing perspective and use your new skills to determine optimal ways to supercharge your marketing activities. In addition, you will identify some of the threats to digitization and determine how your organization can plan to mitigate these threats as well as strategize to keep up with rapidly changing data and technologies.

Assessing Opportunities in Paid Digital Media

Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads.

This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.

Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.

Assessing Opportunities in Owned Digital Media

Marketing within your own digital properties—such as your organization's website, blog or social media pages—is an effective way to build deeper relationships with existing customers and attract the attention of new ones.

This course covers the unique opportunities of “owned media” and how those differ from “paid media”. You will learn more about content marketing, search engine optimization, social media “fan pages”, mobile apps, and virtual reality apps and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.

Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.

Performance Marketing and AI

How do you create an ideal marketing machine that can drive acquisition and retention of your customers? Performance marketing can empower your organization to make savvy marketing decisions in an optimal way. Layering machine learning and artificial intelligence on top of that will supercharge this process and take your marketing strategy to the next level.

In this course, you will explore key aspects of performance marketing to enable you to plan effective performance marketing campaigns that will lead your organization to success. You will use your new skills to design a performance marketing strategy. You will analyze your customer's journey and determine what parts of the marketing process can be supercharged by integrating machine learning and AI. In addition, you will seek ways to responsibly manage your customer's data and privacy in order to gain and maintain their trust in your organization.

KEY COURSE TAKEAWAYS

  • Design a performance marketing strategy
  • Identify opportunities to use AI to augment your marketing processes
  • Prioritize and manage resources across both paid and owned media channels
  • Assess the relevance of paid channels to addressing specific customer needs and marketing objectives
  • Recognize threats to trust for your customers and determine how to safeguard their privacy

Experts

Clarence Lee

Professor Clarence Lee is an assistant professor of marketing and Breazzano Family Sesquicentennial Fellow at the Johnson Graduate School of Management. Clarence's research applies deep learning and Bayesian econometric techniques to digital marketing and customer analytics applications across va...

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Marketing AI at eCornell

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