Artificial Intelligence for Marketing: Practical Applications

A Full-Day Workshop with Jim Sterne

From market research to direct mail metrics to web analytics to Big Data, the job of “marketing” continues to change at an alarming pace.

Now, we have arrived at another fundamental shift in marketing that is as impactful as the advent of the computer and the Internet: Artificial Intelligence and Machine Learning.

This workshop introduces marketing professionals of all ranks to the theory, the language, and the practical application of these disruptive technologies.

This workshop will not teach you how to be a data scientist. It will teach you enough to ease your fears about being left behind.

It will teach you enough of the language of this new technology and its implications to speak cogently with your colleagues. It will help you determine where to apply these innovative tools first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing environment.

Key Takeaways

  • How Machine Learning Works in General
  • Where Machine Learning Works in Marketing
  • What Machine Learning Cannot Do for Marketing
  • How to Onboard AI and ML into Your Organization

This workshop is for marketing professionals who are comfortable consuming analytics reports but must now face a new, educational learning curve.

This workshop is for data scientists who want to understand marketing data sets and the problems they are trying to solve.

This workshop is for marketing managers who must respond to the C-level insistence that the marketing department “get with the times” (management by in-flight magazine).

This workshop is for those who need to survive in these changing times even though they are not data scientists, algorithm magicians, or predictive analytics statisticians.

Schedule

8:30 – 9:15
Defining Artificial Intelligence and Machine Learning
Reports of the AI-pocalypse are Greatly Exaggerated

9:15 – 10:30 
AI’s Stumbling Block: The Data
The Coming Data Marketplace

10:30 – 11:00 
Break

11:00 – 12:00
Problems Marketing Wants to Solve
New Tools Every Day – the Frothy AI Marketplace

12:00 – 1:00
Lunch

1:00 – 1:45
Where Machines Fail
AI & ML Examples, Tests and Trials

1:45 – 2:30
Mentoring the Machine – How to Keep Your Job
Onboarding AI

2:30 – 3:00
Break

3:00 – 4:30
A Look Over the Horizon
Open Discussion


Instructor

Jim Sterne, Founder, eMetrics Summit

Jim Sterne has been in data processing since 1979, an online marketing consultant since 1993, and an online marketing analytics consultant since 2000. A professional explainer, he sold computers to companies that had never owned one, lectured on online marketing before the advent of Amazon, Facebook or LinkedIn, and turned to digital analytics when most organizations were still counting hits. Sterne is the founding president of the Digital Analytics Association and producer of the eMetrics Summits. He was named one of the 50 most influential people in digital marketing by the United Kingdom’s premier interactive marketing magazine and one of the top 25 Hot Speakers by the National Speakers Association, to which he credits his degree in Shakespeare. He has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford; and sat on a plane to Las Vegas grading the CRM strategy plans of a Nigerian mobile phone company for a course he taught in Singapore produced by a training company in Shanghai. Sterne is the author of 12 books on online marketing and analytics including his latest, “Artificial Intelligence for Marketing: Practical Applications” (Wiley, August, 2017)

Contact Jim Sterne
to learn how your team
can get up to speed