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Instructor

David A. Schweidel

Professor of Marketing, Emory University Goizueta Business School

This course was curated by David A. Schweidel, Professor of Marketing, Emory University Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He is the author of Social Media Intelligence which details how organizations can leverage social media data to inform their marketing strategies and Profiting from the Data Economy, in which he details the value of businesses tapping into consumer data for both individuals and companies.

Start Here

Welcome Video

After watching the video, use the arrow > on the top right to get started with the first lesson, Machine Learning and Predictive Analytics.

Welcome Video

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Lesson 1: Machine Learning

lesson 2

Machine Learning and Predictive Analytics

In this lesson on machine learning and predictive analytics, you will learn:

  • How machine learning actually works
  • How machine learning relates to AI and predictive analytics
  • Ways to leverage machine learning to create more effective marketing

Machine Learning and Predictive Analytics

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Customer Identity Management

lesson 3

Customer Identity Management

Knowing your customers is the first step to successful marketing. How can technology help you make the most informed decisions possible when it comes to reaching your market?

In this lesson on Customer Identity Management, you will learn:​

  • The opportunities presented by customer identity management platforms​
  • The importance of cross-device identification in media planning​

Customer Identity Management

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Lesson 3: Location Based Marketing

lesson 4

Location-Based Marketing

Marketers are rightly enamored of online data because we can glean an incredible amount of details about potential customers. In this lesson, we focus on getting the most value out of the location data now available to us.

In this lesson on leveraging location data, you will learn:

  • How location-based data can be used to engage consumers
  • The benefits of merging location-based data with other sources
  • Ways to balance data, insights and consumer privacy

Location-Based Marketing

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Personalized Marketing

lesson 5

Delivering on Personalization

In this lesson we’ll look at how personalization has evolved from broad segmentation to deeply individualized targeting. You will learn to:

  • Identify opportunities to incorporate personalized content into marketing strategy
  • Identify sources of data that can be used to craft personalized marketing content

Delivering on Personalization

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AI & Content Marketing

lesson 6

AI and Content Marketing

Artificial Intelligence is being talked about everywhere--across industries and functions. We're going to loook at some of the different ways that marketers are actually using AI to enrich the customer experience and enhance marketing efforts.

In this lesson, you will:

  • Familiarize yourself with how AI methods work
  • Identify opportunities to leverage AI methods to aid in content creation and analysis
  • Consider the ethical concerns of using AI

AI and Content Marketing

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Engaging Customers with Chatbots

lesson 7

Engaging Customers With Chatbots

Customers expect a swift response when they reach out to a company. Otherwise, they will often move on, which can result in missed sales opportunities. Chatbots can provide answers fast to keep consumers happy and engaged. These automated customer service programs can reduce costs, increase engagement and help reach audiences that may not frequent brick-and-mortar stores.

In this lesson, Engaging With Chatbots, you will learn:

  • The benefits and risks associated with using chatbots
  • How chatbots can improve customer engagement and business performance

Engaging Customers With Chatbots

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Influencer Marketing

lesson 8

Influencer Marketing Technology

Influencers have always been an important component of marketing. Technology offers a myriad of ways to use them effectively.  In this lesson on how technology can be applied to influence marketing, you will learn:

  • To recognize the benefits and potential risks of influencer marketing
  • To identify the metrics to use in the selection of influencers
  • To evaluate the performance of influencers

Influencer Marketing Technology

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AR/VR & Customer Experience

lesson 9

VR/AR to Enhance the Customer Experience

Augmented reality (AR) and virtual reality (VR) are increasingly being used by leading brands in interesting and effective ways to drive customer engagement. In this lesson on how to use AR and VR to enhance the brand experience, you will learn:

  • To understand the elements of deploying an AR/VR experience
  • Potential applications for AR/VR to enrich the customer experience

VR/AR to Enhance the Customer Experience

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Programmatic Advertising

lesson 10

Programmatic Advertising

There has been massive growth and adoption in programmatic advertising spend in recent years. It's a cornerstone of any digital marketing campaign. Programmatic advertising enables marketers to deliver the right ad, to the right person at the right time.

In this lesson, you will learn:

  • How programmatic advertising operates
  • The benefits of programmatic advertising

Programmatic Advertising

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Internet of Things

lesson 11

The Internet of Things

For several years, the tech world has been buzzing about the Internet of Things, a world of connected devices that assist with every part of our lives. How can marketers take advantage of advances in IoT? Can it help improve the customer experience? What kind of data can be gathered, and how can marketers put it to good use—while keeping it secure?

In this lesson on the Internet of Things, you will learn to:

  • Recognize the opportunities IoT devices create for marketers to engage customers
  • Understand the process and risks associated with IoT-enabled marketing

The Internet of Things

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Blockchain & Digital Marketing

lesson 12

Blockchain and Digital Marketing

Blockchain is a technology most of us have heard about in the context of cryptocurrency. But do you know the relevance and importance of blockchain for marketers? We'll look at the opportunities blockchain offers to improve the customer experience and increase the relevancy of a brand's advertising program.

In this lesson, you will learn:

  • How blockchain technology works
  • The marketing applications of blockchain

Blockchain and Digital Marketing

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Skills and Structure for Marketers

lesson 13

Skills and Structure for Marketers

Advances in technology, the proliferation of platforms, the ability to collect and analyze data, and the resulting customer insights have fundamentally changed the role of marketing. In this new world, how should marketing leaders think about team structure, developing new skills and ensuring they have the right technology?

In this lesson that brings it all together, you will:

  • Understand how technology is shifting the role of marketing
  • Identify modern marketing skills and ways to develop them

Skills and Structure for Marketers

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