Machine Learning and Predictive Analytics

Learn how you can use machine learning and predictive analytics to improve your digital marketing

Module purpose

‘AI’ has entered the lexicon of everyday words, but the same isn’t true yet for machine learning and predictive analytics.

Yet, to understand the potential of AI for marketing, it’s important to understand what the principles of machine learning are and how they can be applied for predictive analytics. So, this module introduces some of the technical concepts of machine learning.

In this advanced learning module, learn the benefits and ‘science’ behind predictive analytics and machine learning, and how you can use these tools to improve your digital marketing.

How is the Learning Path structured?

Objectives
Predictive analytics opportunities
Predictive analytics case study: Olay
How does predictive analytics answer marketers’ questions?
Propensity modelling
Features and principles of machine learning
Implementing a machine learning solution
Summary

Learning Objectives

Explain the main marketing applications of predictive analytics
Understand the principles of machine learning and propensity modelling

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This module is in the AI for Marketing Learning Path

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