Machine Learning for Marketing from Pluralsight

This course will explore the conceptual aspects of applying machine learning to problems in marketing, discuss case studies of machine learning used in the marketing sector, and explore practical implementations of techniques on real-world data from that industry.

The field of marketing has been steadily becoming more quantitative for some decades now, and so is well-poised to benefit from the adoption of ML models and techniques. AI is also extensively used in marketing to better understand and target customers and to provide more personalized experiences across sales channels.

In this course, Machine Learning for Marketing, you’ll explore machine learning techniques currently used by marketing teams across industries. First, you will look at what a Gartner report has to say about transformative technologies in marketing and you will explore some examples and cases of where ML is already being used in marketing - for customer segmentation, for price optimization, and for personalized experiences. Then, you'll also get an intuitive understanding of how recommendations systems work using content-based filtering and collaborative filtering.

Next, you will explore two ML case studies from research papers - the first one discusses how goal-based customer segmentation can be used in the banking industry to assess the creditworthiness of customers. The second case study will focus on dynamic pricing in public transportation to increase ticket sales and revenue.

Finally, you will get hands-on coding and see how you can use the k-means clustering algorithm to segment customers using marketing data.

When you are finished with this course you will have the awareness of how machine learning can be applied in marketing and get hands-on experience working with marketing data.

What's inside

Syllabus

Course Overview

Exploring Applications of Machine Learning in Marketing

Case Study: Customer Segmentation and Discovery

Case Study: Price Optimization Using Dynamic Pricing

Applying Machine Learning Techniques to Marketing Data

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores applications of machine learning in marketing, which is highly relevant to industry

Teaches techniques that help learners tailor marketing and advertising to specific audiences

Employs case studies to examine successful ML adoptions in the marketing industry

Offers practical implementation of techniques, beneficial for application on the job

Provides hands-on coding and allows learners to apply ML to marketing data

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Machine Learning for Marketing with these activities:

Gather resources on AI in marketing

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Broaden your knowledge of AI applications in marketing by exploring diverse resources.

Browse courses on AI in Marketing

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Search for articles, white papers, and case studies
Organize the resources into a structured format
Review the resources and summarize key insights

Find a mentor in the marketing field

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Connect with experienced professionals to gain guidance and support in applying machine learning to marketing.

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Attend industry events and conferences
Reach out to professionals on LinkedIn
Ask for referrals from colleagues or professors

Review 'Machine Learning for Marketing'

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Review the course textbook to refresh or build upon your knowledge of machine learning marketing techniques.

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Read the assigned chapters
Take notes on key concepts
Complete the chapter exercises

Five other activities

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Follow a tutorial on recommendation systems

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Gain insights into how recommendation systems enhance marketing strategies.

Browse courses on Recommendation Systems

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Find a comprehensive tutorial on recommendation systems
Follow the tutorial step-by-step
Implement the techniques in a small project

Join a study group

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Enhance your learning by collaborating and discussing course concepts with peers.

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Form or join a study group with classmates
Meet regularly to discuss course materials
Work together on assignments and projects

Practice k-means clustering

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Reinforce your understanding of a core machine learning technique used in marketing.

Browse courses on K-Means Clustering

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Find a dataset for practice
Implement the k-means algorithm in your preferred programming language
Run the algorithm with different k values
Analyze the results and compare the effectiveness of different k values

Build a customer segmentation model

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Apply course concepts to real-world data, enhancing your understanding of ML in marketing.

Browse courses on Customer Segmentation

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Gather data from marketing channels
Clean and prepare the data
Build the segmentation model using ML techniques
Analyze the results and draw insights

Design a personalized marketing campaign

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Apply machine learning concepts to enhance marketing campaigns for improved customer engagement.

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Identify a target audience
Gather data on customer behavior
Use ML techniques to create personalized segments
Design targeted marketing messages for each segment

Career center

Learners who complete Machine Learning for Marketing will develop knowledge and skills that may be useful to these careers:

Data Scientist

Data Scientists use their knowledge of mathematics, statistics, and computer science to extract insights from data. The Machine Learning for Marketing course will help you build a foundation in machine learning, which is a key skill for Data Scientists. This course may be helpful for those who wish to enter the field of Data Science.

See salaries and explore the career path for Data Scientist

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing marketing campaigns across digital channels. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about digital marketing strategies. This course may be helpful for those who wish to enter the field of Digital Marketing Management.

See salaries and explore the career path for Digital Marketing Manager

Marketing Analyst

Marketing Analysts use data to measure the effectiveness of marketing campaigns and to identify areas for improvement. The Machine Learning for Marketing course can provide you with the skills needed to collect, analyze, and interpret data to make informed decisions about marketing strategies. This course may be helpful for those who wish to enter the field of Marketing Analytics.

See salaries and explore the career path for Marketing Analyst

Marketing Consultant

Marketing Consultants provide advice to businesses on how to improve their marketing strategies. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about marketing strategies. This course may be helpful for those who wish to enter the field of Marketing Consulting.

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Product Manager

Product Managers are responsible for the development and launch of new products or services. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about product development. This course may be helpful for those who wish to enter the field of Product Management.

See salaries and explore the career path for Product Manager

Marketing Manager

Marketing Managers develop and execute marketing campaigns to promote products or services. The Machine Learning for Marketing course can provide you with the skills needed to stay up-to-date with the latest trends in marketing and to use data to make informed decisions about marketing strategies. This course may be helpful for those who wish to enter the field of Marketing Management.

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Sales Manager

Sales Managers are responsible for leading and motivating sales teams to achieve sales goals. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about sales strategies. This course may be helpful for those who wish to enter the field of Sales Management.

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Social Media Manager

Social Media Managers are responsible for developing and executing social media marketing campaigns. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about social media marketing strategies. This course may be helpful for those who wish to enter the field of Social Media Management.

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Content Marketing Manager

Content Marketing Managers are responsible for developing and executing content marketing campaigns. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about content marketing strategies. This course may be helpful for those who wish to enter the field of Content Marketing Management.

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Market Researcher

Market Researchers study market conditions to identify potential opportunities for their organizations. By taking the Machine Learning for Marketing course, you will gain the skills necessary to collect, analyze, and interpret data to make informed decisions about marketing strategies. This course may help build a foundation for a career as a Market Researcher.

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Email Marketing Manager

Email Marketing Managers are responsible for developing and executing email marketing campaigns. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about email marketing strategies. This course may be helpful for those who wish to enter the field of Email Marketing Management.

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Public Relations (PR) Specialist

Public Relations (PR) Specialists are responsible for managing the public image of organizations. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about PR strategies. This course may be helpful for those who wish to enter the field of PR.

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Mobile Marketing Manager

Mobile Marketing Managers are responsible for developing and executing mobile marketing campaigns. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about mobile marketing strategies. This course may be helpful for those who wish to enter the field of Mobile Marketing Management.

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Search Engine Optimization (SEO) Specialist

Search Engine Optimization (SEO) Specialists are responsible for improving the visibility of websites in search engine results pages (SERPs). The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about SEO strategies. This course may be helpful for those who wish to enter the field of SEO.

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Event Marketing Manager

Event Marketing Managers are responsible for planning and executing marketing events. The Machine Learning for Marketing course can provide you with the skills needed to understand the needs of customers and to use data to make informed decisions about event marketing strategies. This course may be helpful for those who wish to enter the field of Event Marketing Management.

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