EXECUTIVE EDUCATION

Digital Marketing Strategies: Data, Automation, AI & Analytics

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Course Date

STARTS ON

June 30, 2021

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

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.

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

Examine the changing expectations of customers in the digital world and learn about the five ways modern marketing is transforming in step with these expectations.

Module 2:

Understand Customers and Generating Insights

Explore new methodologies to gain customer insights and learn to align data on customer passions and pain points with your product, content, and strategy.

Module 3:

Customer Segmentation and Behavioral Marketing

Use data-driven techniques to understand your customers and create targeting strategies using response-based segmentation and automated behavioral marketing.

Module 4:

The Customer Journey and Content Strategy

Learn to meet the needs of customers with content that is delivered through the right channels, monitored to measure response and adapt as needed, and curated through content hubs.

Module 5:

Brand Storytelling in a Digital World

Analyze examples of effective brand storytelling, apply strategies for developing your brand’s stories, and implement your storytelling strategy across media and digital platforms.   

Module 6:

Accelerating Marketing Execution through Agile Marketing

Apply agile development processes to marketing, learn strategies to speed decision-making, and discover best practices for scaling agile marketing initiatives.

Module 7:

Marketing Attribution, Testing, and Experimentation

Explore experimentation and data analysis in marketing via advanced attribution models and methods, including marketing mix modeling, cross-channel attribution, and multi-touch attribution.

Module 8:

Marketing Automation and Artificial Intelligence in Marketing

Discover how AI and automation technologies have optimized marketing processes, and learn how to apply them to help to understand, reach, attract, convert, and engage customers.

Module 1:

A Framework for Marketing in a Digital World

Examine the changing expectations of customers in the digital world and learn about the five ways modern marketing is transforming in step with these expectations.

Module 5:

Brand Storytelling in a Digital World

Analyze examples of effective brand storytelling, apply strategies for developing your brand’s stories, and implement your storytelling strategy across media and digital platforms.   

Module 2:

Understand Customers and Generating Insights

Explore new methodologies to gain customer insights and learn to align data on customer passions and pain points with your product, content, and strategy.

Module 6:

Accelerating Marketing Execution through Agile Marketing

Apply agile development processes to marketing, learn strategies to speed decision-making, and discover best practices for scaling agile marketing initiatives.

Module 3:

Customer Segmentation and Behavioral Marketing

Use data-driven techniques to understand your customers and create targeting strategies using response-based segmentation and automated behavioral marketing.

Module 7:

Marketing Attribution, Testing, and Experimentation

Explore experimentation and data analysis in marketing via advanced attribution models and methods, including marketing mix modeling, cross-channel attribution, and multi-touch attribution.

Module 4:

The Customer Journey and Content Strategy

Learn to meet the needs of customers with content that is delivered through the right channels, monitored to measure response and adapt as needed, and curated through content hubs.

Module 8:

Marketing Automation and Artificial Intelligence in Marketing

Discover how AI and automation technologies have optimized marketing processes, and learn how to apply them to help to understand, reach, attract, convert, and engage customers.

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.