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Marketing.AI - How to Use Data Analytics and Artificial Intelligence to Drive Your Marketing Strategies

During this course, you’ll discover how to put best practices in business intelligence to work in a marketing context. Learn to better harness and analyze your data. Make informed business decisions with an in-depth understanding of the customer from start to finish of the omnichannel buyer’s journey. And embrace the fact that creating a data-driven culture is vital to providing a stand-out customer experience and developing a winning strategy.


$995 + taxes


One day - 9 a.m. to 5 p.m.

Course given in French

On-site, Downtown
Hélène-Desmarais Building OR online
March 20, 2024
June 12, 2024

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  • Explore the opportunities offered by data, analytics methods and AI in understanding customer behaviour, developing personalized offers and optimizing your marketing strategy.
  • Get to know the main analytics tools available for marketers to transform data into strategic insight.
  • Share real-world applications and success stories using data and AI.
  • Acquire the analytics framework and practical tools your business needs to move forward.
  • With other participants, reflect on and discuss possible strategy improvements for faster and more compelling results.
  • Demystify the plethora of acronyms in marketing-related analytics, data and AI.

Is this for you?

Marketing managers and executives who want to:

  • Improve performance through smarter data- and AI-driven decisions.
  • Master analytics to better address the challenges posed by a constantly evolving market.
  • Help their business develop a true data-driven culture.
  • Boost business development and enhance the customer experience through personalized offers.

Special features

  • Participate in discussions with other leaders working in the marketing ecosystem.
  • One-of-a-kind course combining theory, practical case studies and panel discussions.


François Labrie
François Labrie
MBA (Finance), HEC Montréal

Jean-Pierre Sablé
Jean-Pierre Sablé
MSc in Engineering
Partner, Ascendis Conseils
  • Define the role of marketing leaders and their partners in gaining customer knowledge and making decisions.
  • Study market trends and the value of analytics models and AI for your marketing mix, your personalization options and your marketing strategies.
  • Define the types of models used in marketing applications (descriptive, diagnostic, predictive, prescriptive); explore AI techniques; examine the different data types and algorithms.
  • With the help of practical applications, learn more about fundamental analytics tools used in marketing to strengthen your value proposition, heighten the relevance and uniqueness of your offering, optimize customer interaction and improve engagement, build customer knowledge, streamline your marketing efforts, enhance marketing campaigns and improve the customer experience throughout the omnichannel journey.
  • Discuss the importance of data integrity, metrics and tools in developing a data-driven culture.
  • Explore best practices and resources to help you assess the maturity of your marketing strategies using data and AI and formulate action plans.
  • Presentations by instructors and guest speakers (industry experts) to demonstrate the real-world implementation of models and techniques as well as the resulting benefits. CRM and scoring platform: Siegfred Hulot, Executive Director, D-Aim Canada; retargeting and digital marketing: Fabien Fayard, President and Founder, SEKOIA; AI: customer knowledge and personalized customer engagement: Matthieu Desjardins, Founder, NextUser
  • Share experiences with the group.

Participants in all of our seminars will receive a certificate of completion from Executive Education HEC Montréal.

For more information about this program

 Make an appointment with:

Nadia Uria-Fernandez

Nadia Uria-Fernandez
Program Manager

 By Email
 By Phone

Information on cancellation, discounts, refunds and our privacy policy.

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Executive Education > Our programs > Seminars > Marketing.AI - How to Use Data Analytics and Artificial Intelligence to Drive Your Marketing Strategies