Marketers worry that Artificial Intelligence is going to take their jobs, but AI will take your job only if you refuse to use AI.

Overview

Artificial intelligence is the flavor of the week—all the cool kids are doing it. And the field of marketing is no exception. Every component of the Marketing Technology stack—the MarTech stack—is being overrun by AI. Marketers don’t need to be experts in technology, or statistics, or data science to use AI. They need to be experts in marketing who are willing to work with AI techniques to do their jobs.

AI in Marketing LiveLessons will help you, the marketer, to take advantage of AI techniques on the job. You will learn what AI can do for you, how to recognize when it will work, what the process is to implement it, and who you need to work with to succeed. Don’t miss your chance to up-level your skills to take advantage of the most important marketing technology to come along since the Internet.

About the Instructor

Mike Moran is the Chief Product Officer at SoloSegment, martech software company that uses marketing analytics to predict the right content for visitors to large B2B websites. He is the author or co-author of three books on digital marketing: Outside-In Marketing, Do It Wrong Quickly, and the best-selling Search Engine Marketing, Inc.

Previously, Mike worked for IBM for 30 years, rising to the level of Distinguished Engineer. Mike has more than 30 years of experience in marketing analytics, led the IBM product team that developed the first commercial linguistic search engine in 1989, and has been granted 12 patents. He managed Global Web Experience at ibm.com for eight years, including the web analytics team.

Mike is a Certified Speaking Professional of the National Speakers Association, an instructor for the Rutgers University Executive MBA program, a Distinguished Instructor for Cal-Irvine, and a visiting lecturer at the University of Virginia’s Darden School of Business. Mike holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing, and is the founder of the Biznology blog. Mike has keynoted conferences worldwide on digital marketing technology for marketers, public relations specialists, market researchers, and technologists.

Skill Level

• Beginner—intermediate

• Explain the difference between AI and typical software programs
• Identify opportunities for introducing AI into your organization
• Develop a process for implementing AI in Marketing projects

• All marketers need to learn how to work with Artificial Intelligence!
• All marketers and customer experience staffers working with MarTech need to understand how AI works and how it can be used effectively to improve result.
• Analytics experts, data science experts, and AI experts who need to understand how to apply their skills to marketing problems.
• Marketing executives and customer experience executives who want an in-depth understanding of AI.

Pearson publishes expert-led video tutorials covering a wide selection of technology topics designed to teach you the skills you need to succeed. These professional and personal technology videos feature world-leading author instructors published by your trusted technology brands: Addison-Wesley, Cisco Press, Pearson IT Certification, Sams, and Que. Topics include Marketing, IT Certification, Network Security, Cisco Technology, Programming, Web Development, Mobile Development, and more. Learn more about Pearson Video training at https://www.informit.com/video .

Table of Contents

Introduction

AI in Marketing: Introduction

Lesson 1: Introduction to Artificial Intelligence

Learning objectives

1.1 What is Artificial Intelligence?

1.2 What is Big Data?

1.3 What is data science?

Lesson 1 Exercise: Project Progress

Lesson 2: How AI Works

Learning objectives

2.1 How is AI different from traditional software?

2.2 What is Machine Learning?

2.3 What are some examples of marketing AI in action?

Lesson 2 Exercise: Project Progress

Lesson 3: Opportunities for AI

Learning objectives

3.1 How do I know when my problem can be solved with AI?

3.2 How can I introduce AI into my organization?

3.3 How do I develop an AI strategy?

Lesson 3 Exercise: Project Progress

Lesson 4: The AI Development Process

Learning objectives

4.1 How does feature analysis work?

4.2 What’s agile development?

4.3 How do you design a real AI system?

Lesson 4 Exercise: Project Progress

Lesson 5: Working with Data

Learning objectives

5.1 How does the data process work?

5.2 How does Machine Learning use data?

5.3 How do we measure our progress?

Lesson 5 Exercise: Project Progress

Lesson 6: People and AI

Learning objectives

6.1 How do we correct errors?

6.2 Which situations raise ethical concerns?

6.3 Can we put humans in the loop?

Lesson 6 Exercise: Project Progress

Lesson 7: What’s Next?

Learning objectives

7.1 What’s coming next in AI?

7.2 What’s next for you and AI?

Summary

AI in Marketing: Summary