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Data Analytics & AI for Marketing

Telecoms & Tech Academy
Course summary
2 days
1,200 GBP excl. VAT
English
London
Apprenticeship training for companies

Course description

Do you want to be able to maximise your data to deliver what your customer wants at every touch point? There are millions of pounds worth of value lying hidden in your data. Increasing revenue in a data-driven approach is no longer the unique privilege of tech giants like Google or Amazon, but an objective that can be realized by companies in every industry. Companies are now facing a fast-moving and fiercely competitive market.

Data analytics and AI represent an opportunity to break fresh ground. Within marketing data analytics, AI and Machine Learning allow marketing teams to predict outcomes with unprecedented accuracy and to personalize customer engagement. This course will put AI and Machine Learning in the right context showing how they can be implemented affordably to augment already-existing data and analytics capabilities, to drive competitive advantage.

Suitability - Who should attend?

  • Leaders & managers who want to deliver competitive advantage through data;
  • Strategists who want to learn best practices through solid case studies for efficient and effective immediate implementation;
  • Innovators who want to be able to predict future needs and wants of customers.

Outcome / Qualification etc.

  • Gain strategic and tactical insights drawn from the world’s best analyst firms, AI companies and tech disruptors;
  • Align business objectives, data, and the technically possible with existing market needs and customer expectations; 
  • Confidently communicate the business case for analytics and AI;
  • Collaborate effectively with data science and automation teams;
  • Drive more personalized and empathetic customer engagement.

Course Content

Day 1 (7th November 2018)

Module 1: The Business Case for Data Analytics and AI in Marketing

  • Marketing 4.0: digital channels, data capabilities and analytics
  • Machine Learning and the automation of analytics
  • A clear and accurate definition of what should be called AI
  • Debunking AI myths—supported by Life 3.0, Max Tegmark, MIT
  • Expert insights—from Gartner, PWC and McKinsey

Module 2: Powerful Tools and Use Cases of Data Analytics and AI

  • Understanding analytics in marketing—from SEO / SEM to a data analytics function
  • Group session: what analytics tools am I already using?
  • What analytics tools are there?
  • Towards customer segmentation / profiling
  • Towards predictive analytics and product pricing
  • Case studies from banking, insurance and telecoms

Module 3: Personalisation and Intelligent Customer Engagement

  • Applications for enhancing the customer journey
  • Towards sentiment analysis and natural language processing (NLP)
  • From chatbots to conversational assistants
  • Analysing customer experiences and psychology
  • Group exercise: how can I improve emotional resonance with my customer?

Module 4: Innovation and Change Management

  • How will AI and Machine Learning impact my job function?
  • How will AI and Machine Learning affect marketing in my company—culture, structure, departmental collaboration, hiring, training and KPIs
  • A practical framework for success
  • Group feedback: five key lessons learned and the next steps to be taken
  • End-of-day Q&A

Day 2 (8th November 2018)

Module 5: Group Exercise: The New AI Context

  • Work in small teams
  • Select one current Machine Learning use case in marketing
  • What would happen if this use case were widely integrated?
  • What should the watching brief be?
  • Feedback to groups

Module 6: AI’s Impact on SEO, Programmatic and Wider Marketing Channels

  • The impact on SEO / PPC
  • How is programmatic affected?
  • Email marketing
  • Group session: robust data management and security
  • GDPR, data privacy and regulation

Module 7: Agile and AI-First: Strategy and Preparedness

  • Agility, sprints and collaborative approaches
  • Aligning business objectives and data
  • Mapping data and AI preparedness vs. legacy systems and budget
  • Explainable AI: towards transparency and trust
  • Action plan

Module 8: Making This Work for Your Business

  • How to apply this training in my markets / companies—thinking laterally and thinking of the customer journey
  • Group session: pitching the business case for AI-powered analytics to my company board
  • Feedback to groups
  • Final Q&A

Expenses

  • Early Bird rate: £1,000 (until 7th October 2018);
  • Standard rate: £1,200.

About provider

Telecoms and Tech Academy

Telecoms & Tech Academy (formally Telecoms Academy) is part of KNect365 Learning. We are borne out of Informa’s rich history enhancing individuals and businesses with knowledge. Our global network allows us to tap into unique resources and networks. We provides the...


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Telecoms & Tech Academy

30-32 Mortimer Stree
W1W 7RE London

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