AI IN MARKETING
EX-GOOGLE AND COVEO
ON AI IN MARKETING
4 APR 2024 – 14 MAY 2024
TUESDAYS & THURSDAYS
5 PM PST / 8 PM EST
Nicolas Darveau-Garneau, Google’s former Chief Evangelist and Coveo’s former Chief Growth & Strategy Officer, will provide you with hands-on practice in leveraging AI for marketing victories.
THIS COURSE IS FOR YOU, IF...
YOU’RE A MARKETING PROFESSIONAL ENHANCING YOUR AI KNOWLEDGE
Join forces with experts to fill in your knowledge gaps. Learn strategies for maximizing AI by integrating new applications into your daily marketing methodology. You’ll use tools such as generative AI, computational AI & AI for customer research.
YOU’RE A BUSINESS OWNER AIMING TO BOOST SALES & REFINE MARKETING STRATEGIES
AI tools can heighten content creation, customer research & data analysis. As an entrepreneur, you’ll be able to extract these insights to continually adjust your strategies to reflect the current trends.
About 97% of business owners believe ChatGPT will help their business. They’re only scratching the surface of AI potential.
What will you learn how to do?
Enrich customer acquisition and forecast their lifetime value. Then test brand campaigns, manage budgets, and personalize email marketing & websites with AI.
AI is still relatively new. Decode its complexities LIVE & find specific applications for your business.
Get the best of both worlds – where new technology meets old-school learning methods.
Enjoy learning online while still experiencing real-time interactions, immediate feedback, personalized instruction, accountability & networking opportunities.
DARVEAU-GARNEAU LINKEDIN PROFILE
- AI Strategist, Ex-Google and Coveo
- Headed a team of 65 Google Evangelists, aiding Fortune 500 executives' transformations
- Authored 23 Google white papers, garnering over 375,000 readers
- Lectures on Artificial Intelligence at Kellogg and Rotman Schools of Management and has 25+ years as a digital marketer
- Serves as a board member for the Toronto Stock Exchange, iA Financial Group & Alida
Ready to start? Chat with your instructor, navigate the course structure, and unveil the exciting assignments & the final project that will propel you toward success during the course.
- Meet your instructor
- Housekeeping rules
- Course structure
- Assignments & final project overview
AI already does extraordinary things with data, creates art, and even works with human senses. It will soon revolutionize businesses in every industry. Discover AI’s transformative power, explore the incredible story of John Deere's evolution into an AI company & share how AI shapes your daily work in an engaging discussion.
- Generative AI (ChatGPT, Google Bard, Midjourney)
- Computational AI (AutoML)
- Senses AI (Vision, hearing, taste, smell, voice & translation)
- Case study: John Deere & more
- Discussion: Using AI in your day-to-day work
We’re only 3-4 years away from all advertising being written by AI. If you haven’t mastered AI as a marketer, you’re not going to have a career anymore – your strategies are simply not going to work. In class 2, learn how AI is changing advertising, delve into high-level applications of AI, and discover key AI-driven marketing tools.
- Future of advertising: 100% AI-driven
- AI in research: Market, competitive, and customer insights
- Key AI-driven marketing tools introduction
- Case studies: Burger King Traffic Jam Whopper, Hilton Customer Sentiment, and more
- Discussion: Most effective AI-driven marketing strategies
Assignment #1: Effective Marketing Strategies
As the new online marketing director for a multi-category e-commerce company, leverage AI tools to craft a concise 1-page summary. Provide insights on the most effective AI applications, diverse customer segments, and trending product categories.
What do top performers do to acquire the best customers? They focus on the value of each individual customer. How can you leverage AI to do this? We’ll explore the best strategies. Learn what Google and Meta do to forecast with a growth mindset & master KPI dashboards, budgeting with AI, attribution models, and more.
- Google & Facebook/Instagram AI systems
- Growth mindset, key customer acquisition KPIs & dashboards
- B2C & B2B customer acquisition
- Performance marketing budgeting & attribution
- Case study: St-Jude’s Children's Hospital fundraising success
- Demo: Customer lifetime value forecast with ChatGPT or AutoML
Bonus Assignment: Using fictitious data, construct a model forecasting customer lifetime value with AI tools.
Amazon's remarkable strategy prioritizes high customer satisfaction, ensuring increased customer engagement and contentment with their experience on the platform. We’ll share the secrets to achieving the same result & increasing customer lifetime value.
- AI-driven Next Best Action models & discounts
- AI-driven pricing & offers optimization
- Centralized testing teams
- LTV-based optimization
- Case studies: Amazon’s strategy, growth hacking at Thumbtack & Next Best Action models in car insurance
- Demo: Create a Next Best Action model with AutoML
Assignment #2: Customer Acquisition & Customer Development Tactics
Develop critical marketing tactics for successfully entering a new market (e.g., Canada). Highlight strategies for customer acquisition and development, incorporating AI tools. Demonstrate tool usage and summarize your approach on one page.
AI already amazes us with its creative potential. Let’s explore AI's power in crafting text ads, banner ads, and more. You’ll discover specific tools like Smartwriter, Deepbrain, and Jasper, delving into AI's role in keyword research and SEO-worthy long-form content creation.
- AI-powered ad creation with Smartwriter, Deepbrain, Jasper, etc.
- AI tools for keyword research: AnswerThePublic, Ahrefs, and SEMrush
- AI in SEO: Long-form content creation
- Case study: Coca-Cola DALL-E-3 campaign
Buckle up and get interactive: we're getting hands-on with AI. Craft compelling ads for your e-commerce entry into Canada with AI tools. From Google search text ads to Facebook banners, YouTube videos, and SEO content, the workshop will empower you with real experience in creating a diverse ad campaign.
- Workshop: AI-powered ad campaign for Canadian market entry
- Text ads: Google search
- Banner ads: Facebook/Instagram
- Video ads: YouTube
- SEO-optimized long-form content
Assignment #3: Ad Campaign
Utilize workshop tools to craft text, banner, and video ads for three distinct customer segments (9 ads total).
We’re moving from performance marketing to brand marketing. In class 8, explore strategies for real-time optimization, budgeting, and KPIs. Learn from top brand marketers and a compelling case study, discovering how AI can take your company to a whole new level and drive significant market value growth.
- AI-powered brand marketing strategies
- Essential branding KPIs
- Real-time testing for brand campaigns
- Effective branding budgeting
- Case study: Invisalign's $15B market value surge
Unlock the AI toolbox! Dive into the coolest, most relevant, and most impactful AI tools with live demos from cutting-edge companies and industry leaders. This is your gateway to staying ahead in the dynamic landscape of AI in marketing.
- Demos: Best AI tools in marketing
Assignment #4: Profitable Branding with AI
Address low brand awareness: outline core elements of your marketing strategy, propose a financially responsible approach, detail testing methods, specify KPIs, and illustrate profitability measurement on one page.
You may have an amazing advertising campaign, but if the website is subpar, the odds of success are nearly zero. The crucial job of a marketer is to work with the product team to make sure the site absolutely shines. This class is all about using AI to boost personalization and make the customer experience extraordinary.
- Personalization power: Coveo and AI tools
- Essential KPIs: Conversion, revenue, profit, LTV
- RPV & PPV optimization
- Scalable personalization techniques & LLMs in customer service
- Demo: Personalized email marketing and CRM
- Case study: Content personalization by brands (Disney+, Netflix, Amazon)
During an insightful workshop, we will dissect Amazon's triumphs and shortcomings. You’ll gain practical insights to evaluate and enhance customer experiences by analyzing your favorite e-commerce site.
- Workshop: Reviewing & evaluating Amazon’s customer experience
Assignment #5: Review an E-Commerce Experience
Evaluate a favorite e-commerce experience. Identify AI-driven elements contributing to a positive customer experience, and propose additional AI applications for further enhancement.
Delve into the ethical and legal complexities of AI with a seasoned expert, gaining insights into international laws and other crucial issues as you step into the AI field. Get ready as your instructor will ask some students to present their project to the class!
- Guest speaker: AI ethics and legal issues
- Instructor-selected presentations & feedback
What awaits us next? Let’s take a look at the future of AI with insights from a top industry expert in the final class. Deep dive into the latest advancements and predictions & engage in final project presentations with valuable feedback from both peers and our expert instructor.
- Course recap
- Guest speaker: AI advancements & predictions
- Final project presentations (instructor-selected)
- Peer & instructor feedback
What our students say
"The group activities, they allow us to interact and exchange ideas, plus the way it is structured is challenging and mind twisting as we collaborate in different parts of the ideation."
"Overall I'm impressed with the level of detail and explanation around particular topics and subjects. There's a real depth to each module which for learning allows the information to stay in your brain."
"I really enjoy the format of the course. Lectures with real life examples and an ongoing case study. Also built in 20 minutes at the end of each class for questions is helpful."
"I enjoyed the structure of the class. I like how we learned about a topic and practiced it in the workshops. It’s helped me to apply what I learned!"