This course contains the use of artificial intelligence. Stop treating AI as a collection of disconnected tools. This course shows you how to turn strategy, customer data, predictive analytics, CRM journeys, automated testing, campaign optimization, and governance into one accountable marketing decision system.
You will follow Northstar Retail Group, a fictional omnichannel retailer facing rising media spend, declining contribution margin, inconsistent data, and a missed holiday forecast. Across 30 motion-driven lessons you will diagnose the system, build its measurement and data foundation, interpret forecasts and customer scores, orchestrate personalization, run credible experiments, control campaign automation, and deliver a 90-day transformation plan.
What you will be able to do:
- Select the right AI capability for a marketing decision, and prioritize use cases by value, readiness, feasibility, risk, and decision impact.
- Create an AI-ready data, identity, consent, event, and CRM feedback design that survives an audit.
- Interpret forecasts, propensity, churn, lead quality, CLV, lift, thresholds, and model drift without a data-science background.
- Build governed segments, next-best actions, content workflows, and CRM journeys with suppression rules.
