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

Data analytics and AI provide businesses with a wealth of opportunities for introducing marketing strategies that are particularly powerful in promoting business development and increasing customer loyalty.

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

HEC Montréal
May 7, 2020
December 2, 2020

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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

Eugénie Delhaye
Eugénie Delhaye

President, My Little Big Web

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


Michelle Vaillancourt
Senior Advisor


514 340-6001

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