Course : Predictive Marketing with AI: Implementing Your Strategy
Practical course - 2d
- 14h00 - Ref. MRP
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 | Understanding the principles of predictive marketing and the role of AI in anticipating behavior |
| Identify and define the key data to be used |
| Develop a segmentation and scoring framework tailored to business objectives |
| Design data-driven, personalized marketing campaigns |
| Manage and optimize marketing performance with a focus on continuous improvement |
Intended audience
Marketing Managers, CRM Managers, Acquisition Managers, E-commerce Managers, Digital Project Managers
Prerequisites
Basic knowledge of digital marketing
Practical details
Please enter the instructional description here
Teaching methods
Group discussions, hands-on exercises; Numerous practical exercises to apply theoretical and metrological concepts; Toolkit:
Course schedule
1 Understanding the Fundamentals of Predictive Marketing and AI
- Define predictive marketing and its strategic implications.
- Identify the differences in approach between B2B and B2C.
- Understanding the role of AI in predicting behavior.
- Position predictive marketing within the overall strategy.
Compétences visées
- Identify and prioritize predictive marketing opportunities by selecting high-impact use cases (acquisition, retention, churn)
Activités pédagogiques
- Mapping Customer Journeys
Outils et méthodes
2 Structuring and Ensuring the Reliability of Your Data Marketing Strategy
- Identify key data sources.
- Understanding the challenges of quality and reliability.
- Structure a usable database.
- Incorporate GDPR regulatory requirements into the data strategy.
Compétences visées
- Map existing data to identify areas for improvement and define a data-driven vision aligned with marketing objectives
Activités pédagogiques
- Best Practices in Governance
Outils et méthodes
3 Developing a framework for segmentation and predictive scoring
- Understanding the logic behind segmentation and scoring.
- Identify the key variables.
- Develop a proactive approach.
- Design data-driven marketing campaigns.
- Tailor messages and customer journeys (B2B / B2C).
Compétences visées
- Define the behaviors to anticipate, identify key variables, and develop a predictive segmentation model tailored to business objectives.
Activités pédagogiques
- Scoring Logic
- Segmentation Methods
- Analytical Marketing Approach
Outils et méthodes
4 Manage, Measure, and Optimize Marketing Performance
- Define KPIs aligned with strategic objectives.
- Implement data-driven management.
- Implement a test-and-learn approach.
- Continuously adjust campaigns.
Compétences visées
- Develop a data-driven marketing strategy by selecting the appropriate channels and messages and defining the methods for managing and optimizing the strategy
Activités pédagogiques
- Marketing Scripting
Outils et méthodes
PARTICIPANTS
Marketing Managers, CRM Managers, Acquisition Managers, E-commerce Managers, Digital Project Managers
PREREQUISITES
Basic knowledge of digital marketing
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Marketing Managers, CRM Managers, Acquisition Managers, E-commerce Managers, Digital Project Managers
PREREQUISITES
Basic knowledge of digital marketing
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.
Dates and locations
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Remote class
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Date garantie en présentiel ou à distance
Session garantie
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.