Marketing Analytics and AI: Strategies and Tools

Turn data into actionable insights to improve marketing performance

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Key Takeaways

Completing this program will empower you to:

  • Make informed marketing decisions based on analytics

  • Apply analytic tools, models, and frameworks to optimize marketing ROI

  • Leverage analytics and experimentation to gain a competitive advantage

  • Develop a marketing strategy for customer acquisition, development, and retention

  • Create innovative marketing analytics initiatives in your organization

Program Curriculum

In just two months, the Marketing Analytics and AI: Strategies and Tools program will show you how to leverage the power of data to gain a competitive advantage.

Live Sessions

The program includes multiple live sessions that cover the latest trends in marketing analytics and AI, along with their practical applications. Each session is led by expert faculty members. These sessions will be recorded and made available for later viewing.*

Live Session 1: AI-Powered Personalization and Customer Experience

Learn how to use AI to segment customers, identify their preferences, and predict their behaviors. Discover the power of AI and generative AI (genAI) to personalize marketing campaigns, and leverage conversational AI and chatbots to individualize customer experiences.

Live Session 2: Predictive Modeling and Forecasting in Marketing

Explore powerful predictive modeling techniques, including machine learning and AI algorithms, and learn to incorporate AI, genAI, and data into your marketing strategy to optimize marketing mix decisions and integrate data in real time.

Live Session 3: Integrating AI Tools into Marketing Workflows

Get practical guidance on the latest AI- and genAI-enabled marketing tools, learn how to evaluate their usefulness, and gain the skills to implement them into your current marketing frameworks.

Live Session 4: Strategic Outlook in Marketing Analytics

Examine key topics in marketing analytics, including sales channels, sales analytics, the challenges of algorithmic marketing, and genAI tools. Discover the impact of algorithmic bias on marketing practices, including ad targeting and pricing, and learn to anticipate and overcome bias in your marketing algorithms.

Note: Live sessions mentioned here are subject to change.

Fireside Chats

Join the following industry experts in an engaging series of fireside chats to gain real-world insights into marketing analytics.

Who Is This Program For?

The Marketing Analytics and AI: Strategies and Tools program is for marketing professionals who want to enhance their ability to leverage marketing analytics tools, models, and frameworks to produce actionable insights and improve ROI. The program is ideal for:

  • Marketing and digital marketing managers who want to upskill and improve their marketing ROI by using the latest tools without having to depend on an analytics team.

  • Analysts who want to develop better models and algorithms to draw marketing insights and also specialize in marketing-related applications of analytics, such as recommendation engines, customer segmentation, and ROI optimization. and more.

  • Product and business managers who want a deeper understanding of customer behavior and use to use those insights to improve product iterations, boost profitability, and develop marketing best practices.

  • Brand managers who want to take a more data-backed, scientific approach to branding initiatives and communication, gain insights on their customers’ preferences and profiles, and thus create brands that are able to earn loyal customers.

Case Studies

The Marketing Analytics and AI: Strategies and Tools program features examples of well-known organizations that have successfully applied the principles outlined in the program, including:

Booking.com

Learn how the online travel agency applied factor analysis to create a customer segmentation map and generate core customer insights.

Netflix

Find out how the entertainment giant uses predictive modeling to retain customers who would be likely to cancel their subscriptions in the following month.

Rocket Fuel

Discover how the advertising technology company used marketing experimentation to monitor the effectiveness of its digital ad campaigns.

Safeway

See how the supermarket chain made key business decisions in customer acquisition, development, and retention based on Customer Lifetime Value.

TRX

Learn how the fitness company used digital advertising analytics to customize potential customers' marketing communications experience.

Xtrava

See how the smart medical device developer set profit-maximizing pricing using survey-based approaches.

Program Faculty

Przemyslaw Jeziorski

Associate Professor, Marketing, UC Berkeley and Haas School of Business

An accomplished researcher who specializes in quantitative marketing and industrial organization, Professor Jeziorski has been with the Haas School of Business since 2012. He ...

Zsolt Katona

Cheryl and Christian Valentine Professor of Marketing, UC Berkeley and Haas School of Business

Professor Katona has been at Berkeley Haas since 2008, when he joined the faculty as a professor of marketing. His research focuses on online marketing strategy, networks, and...

Clayton R.Critcher

Joe Shoong Chair of Business | Associate Professor, Marketing, UC Berkeley and Haas School of Business

The Director of the Haas Behavioral Lab and a PhD Field Advisor in Marketing, Prof. Critcher has been at Berkeley Haas since 2010. As a social psychologist, he researches how ...

Participant Testimonials

It is great to have the content split into modules and bite-sized videos, with quizzes and assignments. It clearly shows what you can expect to learn each week while allowing you to finish each module...
Sakura Wang
Operational Planning Specialist, E Sky Land
It is valuable to have guest speakers who are leaders in excellent enterprises, and who tell you how they apply marketing analytics in the real world.
Felipe Barrera Castro
Pricing Analytics Manager, BCP
The core topics for these modules and how every assignment is linked back to application in my organization, making it very relatable and implementable.
War War Ye Myint
Marketing Manager, FLOW - Ethical Credit Management
I felt that all explanations of the key points were very thorough and easy to understand. I also appreciate all the extra resources and reading material.
Jennifer Allman
Manager, Product Marketing, ConnectiveRx
Hard to name just one thing but I enjoyed learning about easy to deploy analytics tools and when & how to apply them within established marketing frameworks such as customer lifecycle & STP.
Dmitry Tulba
Senior Global Strategy & Insights Manager, William Grant & Sons
Practical topics and teaching methods. I enjoyed the combination of learning tools to help us get through this course.
Vanitha
Global Lead, Modular Content & Insights, Multichannel Excellence & Operations, Novo Nordisk

Path to Alumni Benefits

Enrolling in the Marketing Analytics and AI: Strategies and Tools program can become your first step toward pursuing the UC Berkeley Executive Education Certificate of Business Excellence (COBE). The COBE gives individuals the opportunity to acquire and hone new skills and do it on a timeline that works with your busy schedule. Participants will earn a mark of distinction with certification from a world-class university and enjoy the flexibility of completing the program in up to three years.

Learn more about the program and associated alumni benefits here.

Networking and events

  • Join local alumni chapters or clubs in your region

  • Participate in the annual Berkeley Haas Alumni Conference

  • Attend select Berkeley Haas and Berkeley Executive Education networking events open to the COBE community

Exclusive Berkeley Resources

  • Activate an @haas.executivealumni.berkeley.edu email forwarding address

  • 15% discount on the list price of future eligible Berkeley Executive Education programs.

  • 30% discount on the list price of future eligible programs after completion of your Certificate of Business Excellence

  • Public visitor access to select campus libraries and university database services

News and communication

  • A one-year complimentary digital subscription to

    California Management Review

  • Berkeley Haas Alumni newsletter

  • Berkeley Haas Alumni Jobs e-Newsletter featuring job postings from distinguished employers

  • Haas Insights offering the latest research and thought leadership from industry speakers and faculty

Note: All benefits are subject to change. The discounts mentioned may not be combined with other promotions or special offers.

Certificate

Certificate

Get recognized! Upon successful completion of the program, UC Berkeley Executive Education grants a verified digital certificate of completion to participants. Participants must complete 80% of the required activities, including a capstone project (if any), to obtain the certificate of completion. This program also counts toward a Certificate of Business Excellence.

Successful completion of this program fulfills two curriculum days (minimum requirement of 17 curriculum days) towards the UC Berkeley COBE. Learn more on how it works.

Note: This program results in a digital certificate of completion and is not eligible for degree credit/CEUs. 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 UC Berkeley Executive Education.

FAQs

Didn't find what you were looking for? Write to us at learner.success@emeritus.org, Schedule a call with one of our program advisors, or call us at +1 864 668 8832 (US) / +44 121 387 3504 (UK) / +65 3129 7057 (SG).

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options are available.

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