Overview

Explore the transformative impact of AI and machine learning on modern marketing, from foundational concepts to advanced analytics for understanding customer behavior and campaign performance. Gain practical skills in data preparation, KPI analysis, regression, and time series forecasting to drive data-informed marketing decisions. This course introduces the core principles of AI and machine learning as they apply to marketing, equipping learners with the knowledge to analyze marketing performance and customer behavior. You will learn how to prepare data for machine learning, interpret key performance indicators, apply regression and decision tree analysis, and leverage time series models for strategic planning. By the end of the course, you will be able to use data-driven insights to optimize marketing strategies and anticipate trends. Through a blend of conceptual explanations, real-world examples, and interactive quizzes, this course guides learners step-by-step from foundational AI concepts to practical marketing analytics. Learners will build confidence in applying machine learning techniques to real marketing challenges. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization.

Syllabus

The Evolution of Marketing in the AI Era & Preparing Your Toolkit

This module explores how artificial intelligence and machine learning are revolutionizing marketing, with a focus on personalization, content creation, and data-driven insights. Learners will gain hands-on experience preparing data and training their first machine learning model using real-world datasets. By the end, you'll understand the essential tools and techniques needed to leverage AI in modern marketing strategies.

Decoding Marketing Performance with KPIs

This module explores how to measure and interpret key marketing performance indicators (KPIs) across different stages of the customer journey. Learners will analyze metrics such as conversion rates, cost per acquisition (CPA), and return on investment (ROI) by sales channel and promotion type. Practical examples and code snippets will help you assess marketing effectiveness and optimize strategies.

Unveiling the Dynamics of Marketing Success

This module explores how to move beyond basic marketing KPIs by analyzing the underlying factors that drive campaign outcomes. Learners will gain hands-on experience with regression and decision tree analyses, as well as causal inference techniques, to better understand customer conversion and churn. By the end, you'll be able to interpret data-driven insights to optimize marketing strategies.

Harnessing Seasonality and Trends for Strategic Planning

This module explores techniques for analyzing and forecasting time-series data, focusing on identifying seasonality and trends to inform strategic business decisions. Learners will work with moving averages, decompose time series using additive and multiplicative models, and apply advanced forecasting methods such as ARIMA and Prophet. Practical examples demonstrate how to interpret diagnostics and tailor analyses to specific products.