Marketing Intelligence and Performance Optimization

Marketing intelligence (MI) combines marketing and customer analytics, data mining, data visualization, data tools and infrastructure, and best practices to help organizations make better data-driven decisions.

Using MI, organizations can optimize their marketing and customer performance by maintaining a competitive advantage and achieving organizational goals and objectives. This course focuses on continuous improvement opportunities to optimize marketing and customer initiatives.

Learning Outcomes:

• Define marketing intelligence concepts, challenges, and considerations.
• Describe experimentation and demonstrate the value of A/B Testing.
• Optimize marketing activities to better achieve organizational objectives and competitive advantage.
• Explain the role and differences between artificial intelligence, machine learning, and deep learning.
• Understand the differences between predictive and prescriptive analytics and how these are used.
• Describe governance practices and create a data governance model.