Learn how to use predictive modeling, the fastest growing branch of marketing analytics and the basis of modern business intelligence systems. You will learn how to execute two fundamental predictive models and build your own predictive models to generate marketing insights.

We explore factor analysis, a broadly applicable data consolidation tool that is key to marketing research and customer segmentation and targeting. By considering two cases in parallel — one from Charles Schwab and one from Booking.com — you will learn how factor analysis helps create a customer segmentation map, generate core customer insights, and serve as a foundation for your marketing strategy.

Using big data, we apply marketing analytics for targeting and personalization. Our hands-on approach leverages actual data and shows you how to build a targeting and recommendation system that incorporates real-time location data from mobile devices for targeting.

We explain the basics of pricing, including different ways in which it is established and what makes an ideal price. Using data collected for a technology startup, we delineate best practices for using survey methods to generate a price—a particularly valuable tool when preparing a product launch. We also look at a versatile pricing tool called conjoint analysis.

We reveal the key tool for marketing measurement: A/B testing or experimentation. A case study in digital advertising provides a real-world introduction to this topic. Proceeding step by step, from the design phase through implementation to the evaluation of an actual A/B test, this case study delves into the major issues to consider when running experiments and prepares you to set up your own A/B test.

We examine the most important concepts and metrics in digital advertising, including various payment methods, programmatic advertising, auctions, and quality scores. Learn about key challenges digital marketers face as they attempt to further customize individuals' marketing communications experience.

To ensure a successful implementation of your marketing analytics initiatives, we illustrate how to build a strong analytics team, again using actual success stories. We also show you how to recognize the limitations of marketing analytics, including common pitfalls in managing a marketing analytics project, and outline strategies to avoid them.

The two-month Marketing Analytics and AI: Strategies and Tools program culminates with a capstone project in which you will create a slide deck that outlines the four steps necessary to implement an innovative marketing analytics initiative at your organization.

Acquire real-world insights on the advancements in marketing analytics and search technology, examine the transition of conventional data management to modern, accessible analytics platforms, explore the impact of search technology on organizational growth, discuss the role of specialized knowledge and data in competing with tech giants, and gain practical advice on implementing marketing analytics using a modular approach.

Learn about the evolution of marketing technologies, data-driven marketing, and the transformative impact of analytics on business strategies, and the role data plays in shaping customer experiences.

Gain valuable advice on the complex world of marketing analytics, and learn how to leverage big data and AI to drive marketing decisions, tackle challenges, including attribution and algorithmic bias, and adapt to evolving data privacy regulations.

How much time is required each week?

Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.

How will my time be spent?

We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities, including:

• Engaging with recorded video lectures from faculty

• Attending webinars and office hours as per the specific program schedule

• Reading or engaging with examples of core topics

• Completing knowledge checks/quizzes and required activities

• Engaging in moderated discussion groups with your peers

• Completing your final project, if required

The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.

What is it like to learn online with the learning collaborator Emeritus?

More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

All program content would be made available to students at the commencement of the program. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall program fee.

A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

How do I interact with other program participants?

Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

What are the requirements to earn the certificate?

Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.

What type of certificate will I receive?

Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.

Can I get the hard copy of the certificate?

No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.

What is the organizational structure of Berkeley Executive Education?

UC Berkeley Center for Executive Education, dba Berkeley Executive Education, is a California nonprofit organization formed for the purpose of operating executive education programs in support of UC Berkeley and the Haas School of Business.

Do I receive alumni status after completing this program?

No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.

How long will I have access to the learning materials?

You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

What equipment or technical requirements are there for this program?

Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.

Do I need to be online to access the program content?

Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

Can I still register if the registration deadline has passed?

Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.

What is the program fee, and what forms of payment do you accept?

The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

• Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).

• Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

What if I don’t have a credit card? Is there another method of payment accepted?

Yes, you can do a bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.

I was not able to use the discount code provided. Can you help?

Yes! Please email us with the details of the program you are interested in, and we will assist you.

How can I obtain an invoice for payment?

Please email us your invoicing requirements and the specific program you’re interested in enrolling in.

Is there an option to make flexible payments for this program?

Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.

How can I obtain a W9 form?

Please email us for assistance.

Who will be collecting the payment for the program?

Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.

Are there any restrictions on the types of funding that can be used to pay for the program?

Program fees for Emeritus programs with UC Berkeley Executive Education may not be paid for with (a) funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits or (b) Title IV financial aid funds.

What is the program refund and deferral policy?

For the program refund and deferral policy, please click the link here.