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

Begin your journey in AI

50% off, thanks to financial support from Scale AI.

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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.


$497.50 + taxes

Regular value: $995.

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

Course given in French

Offered at HEC Montréal OR online
October 25, 2022
March 8, 2023
June 14, 2023

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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 and industry case studies involving businesses of all sizes, learn more about the fundamental tools you require to perfect all aspects of your marketing: price and product choice/adjustment, segmentation, B2B sales force optimization with CRM, demand forecasting, profitability and lifecycle models, search engine optimization (SEO), customer value analytics (CVA), allocation models, brand mapping and consumer micro-moments. With these in your arsenal, you’ll have everything you need to bolster the efficiency of your marketing campaigns, improve the customer experience and boost engagement throughout the omnichannel buyer’s 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 to demonstrate the real-world implementation of models and techniques as well as the resulting benefits.
  • In teams, discuss two case studies chosen by participants to address specific concerns.
  • 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

Nadia Uria-Fernandez
Program Manager

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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