Digital Marketing Strategies: Data, Automation, AI & Analytics

The proliferation of new technologies, such as mobile, cloud computing, and artificial intelligence (AI), have transformed customer behavior and disrupted marketplaces. As a result, our marketing practices must also evolve. Marketing in a digital world is much more than marketing through digital channels: it's about harnessing automation to make marketing practices more productive and agile; it's about mining new sources of customer data to create personalized communications; and it's about leveraging analytics and AI to optimize marketing activities.

In this online program by Kellogg Executive Education, you'll gain an end-to-end perspective of the modern marketing process, which starts with gathering customer insights, moves through content strategies and execution, and culminates in optimization. It may sound familiar, but if AI and automation aren't part of your marketing technology stack, then you're not getting the most out of your marketing investments. Market leaders take a holistic view of marketing, adopting technology platforms that support decision making across the entire organization. That's what this program is all about.

Earn an Advanced Certificate in Digital Marketing and AI or an Advanced Certificate in Brand Strategy and Digital Marketing

Mohanbir Sawhney / Academic Director

Learn how to build a marketing-driven organization using strategies that support better decision making.

Module 1: A Framework for Marketing in a Digital World

Understand customer expectations and learn about the five marketing transformation lanes.

Module 2: Understanding Customers and Generating Insights

Learn about the nature of customer insights through social data and how to map the customer experience.

Module 3: Customer Segmentation and Behavioral Marketing

Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.

Module 4: The Customer Journey and Content Strategy

Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform them.

Module 5: Brand Storytelling in a Digital World

Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.

Module 6: Designing and Executing Digital Marketing Campaigns

Explore the end-to-end process of designing and executing digital campaigns, and learn how marketing automation software helps to optimize the effectiveness of your marketing strategy.

Module 7: Marketing Attribution, Testing, and Experimentation

Learn how to leverage testing and experimentation to maximize the performance of your marketing activities.

Module 8: Automation and Artificial Intelligence in Marketing

Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.