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Foundations of AI-Driven Marketing Analytics

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Foundations of AI-Driven Marketing Analytics

This course is part of Machine Learning and Generative AI for Marketing Specialization

Instructor: Packt - Course Instructors

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Apply AI and machine learning techniques to analyze marketing data and KPIs.
Interpret marketing performance metrics and build regression models for strategy.
Use time series forecasting and trend analysis to optimize marketing decisions.

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Add to your LinkedIn profile

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Build your subject-matter expertise

This course is part of the Machine Learning and Generative AI for Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Explore the transformative impact of AI and machine learning on modern marketing, from foundational concepts to advanced analytics for understanding customer behavior and campaign performance. Gain practical skills in data preparation, KPI analysis, regression, and time series forecasting to drive data-informed marketing decisions.

This course introduces the core principles of AI and machine learning as they apply to marketing, equipping learners with the knowledge to analyze marketing performance and customer behavior. You will learn how to prepare data for machine learning, interpret key performance indicators, apply regression and decision tree analysis, and leverage time series models for strategic planning. By the end of the course, you will be able to use data-driven insights to optimize marketing strategies and anticipate trends. Through a blend of conceptual explanations, real-world examples, and interactive quizzes, this course guides learners step-by-step from foundational AI concepts to practical marketing analytics. Learners will build confidence in applying machine learning techniques to real marketing challenges. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization.

This module explores how artificial intelligence and machine learning are revolutionizing marketing, with a focus on personalization, content creation, and data-driven insights. Learners will gain hands-on experience preparing data and training their first machine learning model using real-world datasets. By the end, you'll understand the essential tools and techniques needed to leverage AI in modern marketing strategies.

What's included

1 video5 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

5 readingsTotal 30 minutes

The Evolution of Marketing in the AI Era and Preparing Your Toolkit7 minutes
Why Does Personalization Matter?7 minutes
Integrating AI for Enhanced Insights6 minutes
Training Your First ML Model4 minutes
Preparing the data for ML6 minutes

1 assignmentTotal 16 minutes

AI and Machine Learning in Modern Marketing16 minutes

This module explores how to measure and interpret key marketing performance indicators (KPIs) across different stages of the customer journey. Learners will analyze metrics such as conversion rates, cost per acquisition (CPA), and return on investment (ROI) by sales channel and promotion type. Practical examples and code snippets will help you assess marketing effectiveness and optimize strategies.

What's included

1 video6 readings1 assignment

This module explores how to move beyond basic marketing KPIs by analyzing the underlying factors that drive campaign outcomes. Learners will gain hands-on experience with regression and decision tree analyses, as well as causal inference techniques, to better understand customer conversion and churn. By the end, you'll be able to interpret data-driven insights to optimize marketing strategies.

What's included

1 video8 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

8 readingsTotal 44 minutes

Introduction5 minutes
Continuous Variables6 minutes
Regression Analysis4 minutes
Why People Convert with Decision Tree Interpretation6 minutes
Decision Tree Analysis5 minutes
Why People Churn with Causal Inference6 minutes
Estimation4 minutes
Causal Influence8 minutes

1 assignmentTotal 16 minutes

Exploring Marketing Analysis and Causal Modeling16 minutes

This module explores techniques for analyzing and forecasting time-series data, focusing on identifying seasonality and trends to inform strategic business decisions. Learners will work with moving averages, decompose time series using additive and multiplicative models, and apply advanced forecasting methods such as ARIMA and Prophet. Practical examples demonstrate how to interpret diagnostics and tailor analyses to specific products.

What's included

1 video6 readings1 assignment

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Packt - Course Instructors

Packt

1,926 Courses560,010 learners

Offered by

Packt

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Frequently asked questions

Yes, you can preview the first video and view the syllabus before you enroll. You must purchase the course to access content not included in the preview.

If you decide to enroll in the course before the session start date, you will have access to all of the lecture videos and readings for the course. You’ll be able to submit assignments once the session starts.

Once you enroll and your session begins, you will have access to all videos and other resources, including reading items and the course discussion forum. You’ll be able to view and submit practice assessments, and complete required graded assignments to earn a grade and a Course Certificate.