AI IN MARKETING

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)
• Concerns around AI
• 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

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.

• Growth mindset, key customer acquisition KPIs & dashboards
• B2C & B2B customer acquisition
• Performance marketing budgeting
• Case study: St-Jude’s Children's Hospital fundraising success
• Demo: Customer lifetime value forecast with ChatGPT or AutoML

Assignment #1: AI-Driven Business Research and Market Analysis 
Use AI for business research. Determine what e-commerce business you want to start by using AI to look for hot consumer trends and research the most valuable customers in this industry.

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 Customer Lifetime Value Forecast with Recency, Frequency and Monetary value analysis

Assignment #2: Customer Acquisition & Customer Development Tactics
Use AI to build a CLV forecasting model to acquire high CLV customers and a model of existing customers to increase their CLV.

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.

• Ad testing KPIs
• Ads by marketing objective
• Using AI to create text ads, banner ads, and video ads
• AI tools for keyword research: AnswerThePublic, Ahrefs, and SEMrush
• AI in SEO: Long-form content creation
• Case study: Coca-Cola, McDonalds, and Waze

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

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 #3: Profitable Branding with AI
Explain your overall strategy to improve the brand of your company. Explain how you will measure the profitability of this strategy. Use AI to create 3 banner ads and 1 video ad to improve the awareness of your brand.

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

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

Final Project: AI-Driven Business Pitch and Marketing Strategy
You are pitching your business to a Venture Capitalist to raise $1M... Wow us!
Based on the work you’ve already done in the assignments, summarize your business pitch and marketing strategy in a 3-minute video that will be shown to a top VC.