Explorations: AI & Analytics for Marketing
Started Oct 25, 2023
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Full course description
Course description: Join Northeastern University network campuses and fellow professionals for a targeted learning experience that builds skills in analytics and artificial intelligence (AI) without the complexities of coding or technical jargon. In this course, marketing professionals will build a practical understanding of how analytics and AI can help create marketing strategies, refine customer engagement, and drive optimized marketing campaigns.
Course learning objectives:
- Design and implement customer segmentation strategies using data-driven insights
- Compare and contrast AI-driven methods with traditional statistical methods in marketing scenarios
- Describe the process of integration of AI-driven engagement tools into marketing strategies for improved customer interaction
- Recommend AI-driven tools and methods for refining marketing campaigns
Session topics:
- Session 1: Unleashing Data From Collection to Marketing Insights
- Session 2: Enhancing Engagement and Optimizing Campaigns Using Analytics
Course projects: Create plans for leveraging analytics for effective market segmentation and AI- powered optimization of email marketing campaigns.
Program format:
- Two online live sessions
- About an hour of work between sessions
- Program cost: $750 per learner
Schedule:
AI & Analytics for Marketing
Wednesdays, two online live sessions
October 25 & November 1
9:00 a.m.- 11:00 a.m. PT, 12:00 p.m.-2:00 p.m. ET
Meet the instructor: Patrick McQuillan is an adjunct lecturer in Analytics and Data Science at the Roux Institute. McQuillan is an analytics executive, economist, and strategy consultant with a passion for evangelizing the use of data as a tool for change and critical decision making. He has held several senior leadership roles across various industries, most recently as the Global Head of Data Governance and Operational Effectiveness at Wayfair. Prior to this, McQuillan led international consulting teams on driving data strategy and technology enablement for the Fortune 100, government agencies, and higher education clients. He also served several stations as an Economic Officer for the United Nations. He is a sought-after subject matter expert in data governance, business intelligence, and AI with recurring speaking engagements, consultations, lectures, and publications.
McQuillan received his Master of Business Administration from the University of Oxford and holds a combined Bachelor of Economics and International Affairs from Northeastern University. He has also received multiple certifications and completed coursework in private equity, asset management, and mathematics from the University of Oxford and Harvard University.
He is an avid writer and all-seasons hiker and loves learning new things about people. He lives in Portland, ME where he can marvel at Casco Bay and dream of living the life of a lobsterman.
To earn the badge, it is required that you attend and participate in both sessions. If you should need to drop the course, please talk to your employer and Caitlin Enz, Manager of Partner Programs, c.enz@northeastern.edu.