This unit bridges foundational AI concepts with practical marketing operations, focusing on data sourcing, measurement, lead scoring, creative generation, testing, and responsible use. Students will apply AI techniques to improve targeting, personalization, and campaign measurement while identifying risks and governance needs ahead of implementation.
Learning Objectives
- Analyze customer data sources, privacy constraints, and measurement requirements to produce a documented data inventory and justify selected attributes for marketing models.
- Apply supervised and unsupervised learning concepts to build and validate AI-informed lead scoring and segmentation approaches, including calculating customer lifetime value to inform scoring decisions.
- Demonstrate creation of AI-driven marketing assets and workflows by producing a campaign prototype that includes prompt-designed content, an AI-generated visual asset, and two personalized messaging variations for email or SMS.
- Evaluate A/B testing strategies, measurement operations tools, and AI risks (including hallucinations and bias) to develop a testing roadmap and a concise governance plan for responsible AI use in marketing.
Curriculum
- 1 Section
- 32 Lessons
- 30 hours
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- Unit 2 — AI-Driven Marketing Operations32
- 1.1Sourcing the Right Customer Data20 mins
- 1.2Scoring Leads with the Help of AI20 mins
- 1.3Ramping Up Your Measurement Operations20 mins
- 1.4Deciding whether AI Hallucinations Are a Feature or a Bug20 mins
- 1.5Writing Strong Prompts to Guide AI Responses20 mins
- 1.6Exploring an Approach for Creating Visual Assets with AI20 mins
- 1.7Strategies for SEO Success in the AI Era20 mins
- 1.8Surveying A/B Testing Extensions20 mins
- 1.9Adopting Core Strategies for Localization20 mins
- 1.10Exploring Meta Advantage+ Campaigns20 mins
- 1.11Adding the Power of AI to E-mail and SMS Marketing20 mins
- 1.12Examining Personalization Concepts20 mins
- 1.13Building AI Capability within Marketing20 mins
- 1.14Using All Data Responsibly20 mins
- 1.15Depending Solely on Generated Personas20 mins
- 1.16Autonomous Creative Campaigns20 mins
- 1.17The Dartmouth Conference of 195620 mins
- 1.18Accelerating Research and Development20 mins
- 1.19Taking Foundational Steps Toward AI Marketing20 mins
- 1.20Putting Your Marketing Data in Its Place20 mins
- 1.21Supervised and Unsupervised Learning20 mins
- 1.22Examining Transformers and Attention Mechanisms20 mins
- 1.23The AI System Development Lifecycle20 mins
- 1.24Creating New Text, Images, and Video20 mins
- 1.25Seeing How AI Performs Segmentation20 mins
- 1.26Calculating Lifetime Value to Affect Lead Scoring20 mins
- 1.27Checking Out Tools for Churn Modeling and Measurement Operations20 mins
- 1.28Following Practical Steps for Idea Generation with AI20 mins
- 1.29Good and Bad Marketing Prompt Design Examples20 mins
- 1.30Enhancing Existing Creative Assets20 mins
- 1.31Enhancing the User Experience with AI20 mins
- 1.32Gathering AI Tools for A/B Testing20 mins
Instructor
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