Machine Learning for Marketing: Essential Training

Course details

Artificial intelligence and machine learning are changing the world. Computers can "learn" from data without being programmed and make automated, intelligent decisions. The technology is accessible to businesses large and small, and is making a major impact on the way companies conduct marketing. With machine learning, marketers can automate many tasks within the customer journey, including customer segmentation, personalization, and even pricing. This course helps those in technical, creative, and leadership roles understand how machine learning can revolutionize the way you sell to your B2B and B2C customers. Marketing consultant Chris DallaVilla shows how machine learning can be used in all aspects of marketing, from improving customer engagement to optimizing account-based marketing. He provides practical use cases that show the technology in action, and baseline information you can use to optimize all your campaigns.

Topics include:
Improving market awareness
Improving consideration engagement
Improving active customer engagement
Improving advocacy
Improve account-based marketing (ABM)

Concepts

0. Introduction

01 - What can machine learning do for your marketing campaign
02 - The time for machine learning (ML) is now

1. Using ML to Improve Market Awareness

03 - Use case - Market identification and targeting
04 - Demo - Market identification and targeting
05 - Use case - Media planning and implementation
06 - Demo - Media planning and implementation

2. Using ML to Improve Consideration Engagement

07 - Use case - Predict demand
08 - Demo - Predict demand
09 - Use case - Predict churn
10 - Demo - Predict churn

3. Using ML to Improve Active Customer Engagement

11 - Use case - Improve customer satisfaction
12 - Demo - Improve customer satisfaction
13 - Use case - Automate personalization
14 - Demo - Automate personalization

4. Using ML to Improve Advocacy

15 - Use case - Identify influencers
16 - Demo - Identify influencers
17 - Use case - Strengthen customer response and advocacy
18 - Demo - Strengthen customer response and advocacy

5. Using ML to Improve Advocacy

19 - Use case - Improve account-based marketing (ABM)
20 - Demo - Improve account-based marketing (ABM)

Conclusion

21 - Next steps