2-Day A.I. for Marketing and Growth Course

“A.I. will be an integral part of every business aspect we know today. Managers and C-Level executives will require a critical set of new skills related to A.I. And if they don’t…Well, they might be left in the dark.” - Harvard Business Review

YOU CAN LEARN A.I. WITHOUT CODING

Artificial Intelligence can also be used by non-data scientists and companies with smaller data sets.  A.I. is no longer reserved for large companies with armies of data scientists and huge data sets.
YOU can now leverage it as a secret weapon of your personal skills and growth strategy.

WHAT CAN YOU DO AFTER THIS COURSE?

Understand all the concepts and jargon of Machine Learning and Artificial Intelligence.
Select and execute A.I. algorithms for business purposes such as predictions, segmentation and NLP (Natural Language Processing). Fully understand when and where to apply A.I. to a business case.

“Now that I’m writing this blog post, a couple of days after the course, there’s only one way to describe my experience: ‘WOW’. I’ve never attended such an interesting course in my life!” - Ronald Voorn, Ex-CMO Heineken

WHAT ARE SOME APPLICATIONS OF AI FOR MARKETING AND GROWTH?

PREDICTIVE ANALYTICS — LEADS, SIGN-UPS, SALES CLTV, Shopping cart size..
Similar prediction methods allow us to predict how much a customer will be worth over his customer lifetime cycle. CLTV prediction is an important problem where an accurate estimate of future value allows businesses to e‚ffectively allocate marketing spend, identify and nurture high value customers and mitigate exposure to losses.

PSYCHOGRAPHIC PERSONAS  — PERSONALITY PROFILES
Understanding your customers is no longer about demographics or interests. A deeper understanding linked to your customer’s personalities, attitudes and behaviours allows for greater growth. 

CUSTOMIZATION — 1:1 MARKETING
Natural Language Processing is a way to extract sentiment from customer feedback and customer chats. Market research can provide companies with a snapshot of how a small sample group perceives a product at a moment in time. Sentiment analysis is comparable to a continuous video of real-time feedback. It’s a powerful qualitative tool that can apply to you or your competitors.

Providing a personalized shopping experience for customers across all channels is a vital key to survival. Broad recommendations and the suggestion that "shoppers who view this, also viewed that" doesn't cut it anymore. A.I. allows us to show the right message, on the right channel at the right moment.

DEEP LEARNING — IMAGE RECOGNITION 
As a creative marketer, you’re likely on the lookout for innovative ways to reach your audience at all times. There’s a new kid on the block that just might revolutionize interactive marketing, and it’s called image recognition. 

NATURAL LANGUAGE PROCESSING — SENTIMENT ANALYSIS
Natural Language Processing is a way to extract sentiment from customer feedback and customer chats. Market research can provide companies with a snapshot of how a small sample group perceives a product at a moment in time. Sentiment analysis is comparable to a continuous video of real-time feedback. It’s a powerful qualitative tool that can apply to you or your competitors.

WHO IS THIS COURSE FOR?

• No previous skills required...
• CEOs
• VPs
• Marketers
• Digital Consultants
• Product Owners & their teams
• Executives who want to make better decisions
• Startup Founders 
• Account Managers and Sales 
• Consultants 
• Business Developers
• Anyone who wants a competitive edge and is interested in growth

CURRICULUM

Day 1: An intro to AI, Predictions, building clusters and hyper-customization

Morning

• Inspirational stories and the growing importance of A.I.
• General applications of A.I.
• Applications of A.I. in marketing
• The limits of Machine Learning As A Service
• First Prediction Modeling exercise
• Powerful applications of A.I. in marketing
• A.I. within the GROWS process of rapid experimentation

Afternoon

• Understanding predictive analytics
• Create a prediction model for a B2B Saas company
• Create a prediction model for an Ecommerce company
• The importance of retention and building a churn prediction model
• Building a prediction model to calculate and predict Customer Lifetime Value
• Mini introduction to clustering and segmentation

Day 2: Psychographic Personas, Recommendation Engines and Deep Learning

Morning

• How the best are using clustering for marketing
• Clustering customers according to CRM data
• Clustering customers according to website events
• Naming and creating segments from clusters
• Psychographics first step: Dimensionality Reduction

Afternoon

• Psychographics second step: Naming personalities
• Applications of psychographic traits
• Image recognition: Build your first clusters from images
• Natural Language Processing: sentiment analysis
• Wrap up, next steps and networking

“After this course you will have an intuitive understanding of Artificial Intelligence & you'll be able to apply Machine Learning to your use cases” - David Arnoux

Growth Tribe is backed by Startup Amsterdam, Facebook and the Amsterdam Center for Entrepreneurship, which is a partnership of The University of Amsterdam (UvA), VU University, and the Amsterdam School of Applied Sciences. 

We offer growth hacking workshops, train growth hackers and help companies create growth engines. Growth Tribe is a collective of experienced growth hackers, lean marketers, data scientists and traction experts. Our mission is to help companies grow faster by building and continually educating their growth experts.