Digital Marketing Strategies: Data, Automation, AI & Analytics

Mastering modern marketing practices

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Course Date

STARTS ON

December 16, 2021

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,500 or get US$260 off with a referral

Course Information Flexible payment available

Application Details

Round 1

The deadline for this round has passed

1
Round 2

US$2,500 / program fee

Application Deadline
2

Is your marketing keeping up with digital-centric consumer behaviors?

The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and disrupted marketplaces — both for B2B and B2C markets. As a result, our marketing practices must also evolve. Digital Marketing Strategies: Data, Automation, AI & Analytics is much more than marketing through digital channels.

65%

Half of customers will switch brands if a company doesn't make an effort to personalize communications to them — 65% in B2B markets.

SOURCE: SALESFORCE

52%

Over half of B2B marketing organizations say that lead generation is their #1 challenge.

SOURCE: SIRIUSDECISIONS

73%

Nearly three-quarters of CEOs surveyed by IBM predict that AI will play a key role in their company's future.

SOURCE: IBM REPORT
In this online program, business leaders, managers, and marketing professionals will learn how modern marketing is powered by data, scaled by automation, and optimized by analytics.

Key Takeaways

To master modern marketing, you’ll create strategies to support better business decisions and gain the skills to identify when, where and why customers choose your product or service. By the end of the program, you’ll be able to:

  • Go beyond traditional marketing practices and understand the digital world your customers inhabit.
  • Align your marketing efforts with today’s digital-savvy customer through a clearer comprehension of digital-centric customer behaviors.
  • Discover how to evolve your marketing by incorporating data, analytics, and optimization techniques for improved decision-making.
  • Learn from other companies using new marketing technologies to inform their marketing and gain organizational efficiencies.

Who is this Program for?

Business managers and leaders who are responsible for driving innovation and growth, as well as seasoned marketing practitioners, will gain a practical understanding of what modern marketing practice looks like from an organizational perspective. If your role includes attracting and retaining customers in some way or delivering products and services, there's something useful in this online program for you.

If managing a marketing team falls under your responsibility, this program will be especially appropriate, as it takes a high-level strategic view.

Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.

Program Topics

Go beyond traditional marketing practices to learn how top brands are applying cutting-edge AI, automation, and customer journey mapping to make better decisions and gain efficiencies.

Module 1:

A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes

  • Customer Expectations in a Digital World
  • Marketing Transformation as a Journey
  • Laying out the Framework: 5 Marketing Transformation Lanes

Module 2:

Understand Customers and Generating Insights

Learn about the nature of customer insight through social data, as well as map the customer experience.

  • Customer Insights: Deductive and Inductive
  • Ethnography
  • Customer Experience Mapping
  • Human Factors Research
  • Social Data Mining
  • MotiveScapes
  • AI in Customer Insight

Module 3:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

  • A Priori vs. Response-based Segmentation
  • Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
  • Behavioral Marketing and Automated Behavioral Marketing

Module 4:

The Customer Journey and Content Strategy

Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.

  • Customer Journey Mapping
  • Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
  • Content Management Process
  • Creating Content Hubs

Module 5:

Brand Storytelling in a Digital World

Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.

  • Structure of Storytelling
  • Transmedia Storytelling
  • Storytelling Campaign Design

Module 6:

Accelerating Marketing Execution through Agile Marketing

Learn how to market better, faster, and stronger for organizations big and small.

  • Always-On Marketing
  • Moving from Conventional to Agile Marketing
  • Implementing and Scaling Agile Marketing

Module 7:

Marketing Attribution, Testing, and Experimentation

Identify your customer touchpoints to understand what, where, and why customers purchase.

  • Marketing Mix Modeling
  • Cross Channel Attribution
  • Multi-Touch Attribution
  • A/B Testing and Optimization
  • Marketing Experimentation Process

Module 8:

Marketing Automation and Artificial Intelligence in Marketing

Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

  • Marketing Automation
  • AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage)

Module 1:

A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes

  • Customer Expectations in a Digital World
  • Marketing Transformation as a Journey
  • Laying out the Framework: 5 Marketing Transformation Lanes

Module 5:

Brand Storytelling in a Digital World

Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.

  • Structure of Storytelling
  • Transmedia Storytelling
  • Storytelling Campaign Design

Module 2:

Understand Customers and Generating Insights

Learn about the nature of customer insight through social data, as well as map the customer experience.

  • Customer Insights: Deductive and Inductive
  • Ethnography
  • Customer Experience Mapping
  • Human Factors Research
  • Social Data Mining
  • MotiveScapes
  • AI in Customer Insight

Module 6:

Accelerating Marketing Execution through Agile Marketing

Learn how to market better, faster, and stronger for organizations big and small.

  • Always-On Marketing
  • Moving from Conventional to Agile Marketing
  • Implementing and Scaling Agile Marketing

Module 3:

Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

  • A Priori vs. Response-based Segmentation
  • Segmentation Process Overview (Hypothesize, Quantify, Validate/Describe)
  • Behavioral Marketing and Automated Behavioral Marketing

Module 7:

Marketing Attribution, Testing, and Experimentation

Identify your customer touchpoints to understand what, where, and why customers purchase.

  • Marketing Mix Modeling
  • Cross Channel Attribution
  • Multi-Touch Attribution
  • A/B Testing and Optimization
  • Marketing Experimentation Process

Module 4:

The Customer Journey and Content Strategy

Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.

  • Customer Journey Mapping
  • Improving Customer Experience with ERRC Grid (Eliminate, Raise, Reduce, Create)
  • Content Management Process
  • Creating Content Hubs

Module 8:

Marketing Automation and Artificial Intelligence in Marketing

Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.

  • Marketing Automation
  • AI Applications and Customer Lifecycle (Understand, Reach, Attract, Convert, Engage)

Applied Learning Opportunity: Let's put these theories to work in practice. Throughout this program, you will work on a Marketing Transformation Challenge. You will identify a business challenge that you would like to solve with a marketing solution. Ideally it's a solution that you could apply in a real-life situation, making the exercise inherently practical.
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Industry Examples

Using the Customer Journey Map, learn how AT&T was able to address customers' uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience

AT&T

Using the Customer Journey Map, learn how AT&T was able to address customers' uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience.

Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages

FedEx

Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages.

Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has nearly 15 million views to date

Google

Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has nearly 15 million views to date.

Explore how insights from social data mining helped a pickle brand map out the motivations of their customers, leading to opportunities to capitalize on segments previously unrealized

Claussen

Explore how insights from social data mining helped a pickle brand map out the motivations of their customers, leading to opportunities to capitalize on segments previously unrealized.

Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management — instead of sending sales people to their offices

P&G

Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management — instead of sending sales people to their offices.

Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice

Whole Foods

Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Participant Testimonials

"I thought the course videos were fantastic. I'm impressed by the availability via office hours of the program leaders. The course gave me a great foundation for further learning and research, and also gave me very valuable insights regarding the organizing principles necessary to execute better marketing at scale."

— Brooke Muhlhauser, Director of Digital

"Content was very interesting but bringing it to life with examples makes it very impactful. I enjoyed the range of examples in the later sections. Also, the case studies were very good in challenging thinking and applying learning. I found myself drawn in when discussing capability building and components required. The strategic content was most compelling and interesting to me. Overall a very good course."

— Carlos Dortrait, Vice President, Marketing & Commercial Analytics

"Professor Sawhney is very engaging and savvy. He is able to navigate across marketing and technology challenges across different industries and always offers fresh and relevant perspectives to approaching business transformation and elevating marketing standards to the highest level."

— Belinés Bartra, Founder / Marketing Director

"This program has changed and evolved my perspectives about digital marketing. I learned that it goes beyond creating or managing content, ads or campaigns through digital and social channels. The best part of the program is when it integrated the knowledge about modern digital marketing with the trends in automation and technology. This will definitely ignite the curiosity to identify what and how our current practices can be enhanced, optimized and become innovative."

— Ahmad El Madi, Operations Development Manager

Program Faculty

Faculty Member MOHANBIR SAWHNEY

MOHANBIR SAWHNEY

Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation

Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017... More info

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

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After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

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Flexible payment options available. Learn more.