Digital Marketing Strategies: Data, Automation, AI & Analytics offered by Northwestern University
- Private University
240 acre campus- Estd. 1851
Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University Overview
Duration | 8 weeks |
Total fee | ₹2.30 Lakh |
Mode of learning | Online |
Official Website | Go to Website  |
Course Level | UG Certificate |
Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University Highlights
- Earn a certificate of completion from Northwestern University
- Capstone project for practical exposure
Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University Course details
- For Business managers responsible for marketing decisions, organizational growth and/or innovation
- For Product managers
- For Marketing strategists
- For Individuals tasked with deepening customer engagement and increasing revenue
- Go beyond traditional marketing practices and understand the digital world your customers inhabit
- Align your marketing efforts with today's digital-savvy customer through a clearer comprehension of digital-centric customer behaviors
- Discover how to evolve your marketing by incorporating data, analytics and optimization techniques for improved decision-making
- Learn from other companies that are using new marketing technologies to inform their marketing and gain organizational efficiencies
- The proliferation of new technologies such as mobile, cloud computing and artificial intelligence have transformed customer behavior and disrupted marketplaces
- Marketing in a digital world is much more than marketing through digital channels; it's about harnessing automation to make marketing practices more productive and agile, mining new sources of customer data to create personalized communications, and leveraging analytics and artificial intelligence (AI) to optimize marketing activities
- Gain an end-to-end perspective of the modern marketing process that starts with gathering customer insights, moves through content strategies and execution, and culminates in optimization and AI applications
Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University Curriculum
Module 1: A Framework for Marketing in a Digital World
Customer Expectations in a Digital World
Marketing Transformation as a Journey
Laying out the Framework: 5 Marketing Transformation Lanes
Module 2: Understanding Customers and Generating Insights
Customer Insights: Deductive and Inductive
Ethnography
Customer Experience Mapping
Human Factors Research
Social Data Mining
MotiveScapes
AI in Customer Insight
Module 3: Customer Segmentation and Behavioral Marketing
A Priori vs. Response-based Segmentation
Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
Behavioral Marketing and Automated Behavioral Marketing
Module 4: The Customer Journey and Content Strategy
Customer Journey Mapping
Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
Content Management Process
Creating Content Hubs
Module 5: Brand Storytelling in a Digital World
Structure of Storytelling
Transmedia Storytelling
Storytelling Campaign Design
Module 6: Accelerating Marketing Execution through Agile Marketing
Always-On Marketing
Moving from Conventional to Agile Marketing
Implementing and Scaling Agile Marketing
Module 7: Marketing Attribution, Testing, and Experimentation
Marketing Mix Modeling
Cross Channel Attribution
Multi-Touch Attribution
A/B Testing and Optimization
Marketing Experimentation Process
Module 8: Marketing Automation and Artificial Intelligence in Marketing
Marketing Automation
AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage)
Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University Faculty details
Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University Entry Requirements
- Education: High school diploma or equivalent
- Not mentioned
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Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University Contact Information
633 Clark Street, Evanston, Illinois-60208, USA
Evanston ( Illinois)