1/2 day course 
Supporting material 
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Machine learning is revolutionising the world as we know it. To go beyond simply consuming this technology, you need to understand some of the key features that make it work.
This half-day course acts as a comprehensive guide to understanding and implementing AI in your marketing efforts. It demystifies complex concepts, providing you with practical knowledge and hands-on experience. You’ll learn how to harness the power of data to segment customers, predict behaviour, personalise campaigns, and optimise content for maximum impact.
During the session, we’ll show you how computers learn patterns across large amounts of data. You'll discover the kinds of tasks that machine learning can solve with that learned information, and learn to recognise where machine learning isn't the right solution, taking into consideration the responsible use and collection of data.
Towards the end of the session, you’ll use the skills you’ve gained to plan how to collaborate with your organisation's data science team to build a custom model.
This Introduction to Machine Learning for Marketers course is available as a private training session that can be delivered via Virtual Classroom, at our Training centre in The Shard, London, or at a location of your choice.
Course overview
Who should attend:
This course is ideal for marketing professionals of all levels who want to stay ahead of the curve and integrate AI into their skillset.
Whether you are a marketing manager, content creator, analyst, or simply curious about the potential of machine learning, you’ll gain valuable insights and practical tools to enhance your marketing efforts.
What you'll learn:
By the end of this course, you will be able to:
- Explain in simple details how machine learning works
- List the potential applications of machine learning and describe its limitations
- Apply machine learning techniques to improve customer segmentation, predictive modelling, content optimisation, and more
- Work with data scientists to create custom models
- Gain a competitive edge by leveraging the latest AI tools and technologies
Prerequisites
This course offers an introduction into the topic of machine learning, so no prior understanding of the subject is required.
Course agenda
- What is intelligence?
- Creating intelligence
- Human intelligence
- How does machine learning work?
- Core machine learning terminology
- Common use cases
- Advanced options
- What data scientists do
- What data scientists need from you
- Using machine learning responsibly
- Creating a model brief
Next Steps:
Consider taking the following courses to further your GenAI knowledge: