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

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

Fee

$995 + taxes

Length

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

Language

Course given in French

Dates

Offered at HEC Montréal OR online
June 14, 2023
October 24, 2023
March 20, 2024
June 12, 2024

Customized version available

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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.

Goals

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.

Instructors:

François Labrie
MBA (Finance), HEC Montréal

Marie Lynne Desrochers
MBA

Jean-Pierre Sablé
MSc in Engineering
Partner, Ascendis Conseils

Program

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.

Training approach

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.