Machine Learning for Marketers Training Course

Learn about the impact of machine learning and AI in marketing

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Course details
Please note: This course is currently only available in-house

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Overview

It’s obvious that the use of Artificial Intelligence in marketing will increase in the future. Indeed, it’s already here. Advertising is programmatic, as marketing becomes automated and customers chat with chatbots.

Marketing has become too complex to manage without digital tools. These tools empower us to target, connect and engage with audiences like never before. But as marketing increases in complexity, it’s the tools themselves that are becoming smarter.

Rapid developments in Big Data, software, algorithmic pattern matching and machine learning mean that marketers face a future in which AI will play a big part. Those teams who prepare for this reality will thrive. Those that don’t, risk being left behind and even replaced.

This unique workshop has been created to help you think about a world in which algorithms rule. The course will bring you up-to-speed on the "need-to-know" aspects of AI and the power of Machine Learning.

Course Programme

Introduction and Overview

What is Machine Learning and how it will change marketing
The 4 Ps of Marketing in the Machine Age
How Machine Learning eliminates wasted time and budgets
AI fundamentals and jargon busting
Dispelling some of the myths of Artificial Intelligence

Machine Learning For...

Market Research – learn what your customers want and need before they do
Segmentation – identifying lucrative target customer groups
Social Media – automating responses and creating content
E-commerce – predictive pricing and Conversion Rate Optimisation
Advertising – programmatic that revolutionises ads
Customer Retention – spotting vulnerable customers and increasing satisfaction
Customer Service – 24/7 365 customer care that never misses a beat

Where AI falls down

Explore the limits of Machine Learning
The ethics of Machine Learning
Understand when Machine Learning should not be applied
What to do when AI gets it wrong
How algorithms can be biased
When to use humans when to use machines
Using AI to enhance people and their jobs

Bringing AI Into Your Marketing Team

How to check whether your organisation is ready for the changes ahead
Conduct a technical SWOT analysis
Discover which skillsets your people need
How to recruit, train and retain your staff
Bring AI into the organisation
Putting together a Strategic Plan

Future Gazing - What's Next?

Machine learning trends to watch for
Sources of inspiration and innovation
Future proofing your business

Benefits

Following this training course, you will understand:

The key trends in Machine Learning and AI, and how to adapt to them<
How your business can gain a competitive advantage by leveraging data science technologies
How to collaborate with data scientists and programmers, to help develop business applications
How to communicate to colleagues and clients about AI in the marketing sector

Whilst the course won’t turn you into a data scientist or programmer, you will learn how to make the most of these technologies. You’ll also see how you can apply it in practical and realistic ways for both your business and your clients.

All attendees receive an attendance certificate, a digital copy of course materials and four weeks post course support online.

Audience

This non-technical workshop is suitable for anyone in a marketing management, PR or communications role, either agency or client-side. It is especially suitable for anyone who has to present at a senior level, persuade or influence colleagues or clients.

No prior knowledge of AI or programming is required.

Trainer

The Machine Learning for Marketers course will be run by Andrew Lloyd Gordon. Andrew is a true veteran in digital marketing, having worked in the industry for over 20 years. He is a highly experienced presenter, mentor, coach and trainer, advising many commercial and not-for-profit organisations on a wide variety of digitally-focussed topics.