Overview
Big data, artificial intelligence, machine learning and analytics are technologies that firms can use to transform their marketing. However, to do so, managers must understand what these technologies are capable of and what they are not capable of. Experts and researchers working on Big Data, AI, machine learning and digital strategies from the Miami Herbert Business School have created a four-hour module for executives that shows how to integrate these technologies into their firm’s marketing practices. Specifically, the topics addressed are:
- Introduction: Defining Big Data, AI, machine learning, metrics, analytics, and IOT.
- How to harness Big Data for marketing.
- Artificial Intelligence and machine learning applications to brand management, customer satisfaction, advertising and media planning.
- Analytics-driven marketing.
- The promise of Internet of Things (IoT).
- The Immersive Marketing Experience - Augmented and Virtual Reality.
- Implications of AI for social and traditional media marketing.
- Case: Learning from The Big Five: Amazon, Microsoft, Apple, Google and Facebook.
- Summary and Action Plan for the Future.
The seminar is taught by faculty experts who have researched the topics and have extensive experience working with firms.
Faculty
Ted Bolton is a faculty member in the marketing department at Miami Herbert Business School. He specializes in digital media, new digital technologies, media analytics and emerging digital advertising strategies. For twenty years he was a partner in a media acquisition fund and consultancy. For the past ten years he has focused his research on AI, augmented reality, digital media metrics, and digital content development. He has worked with CBS, ABC, NBC, Comcast, AT&T, Pandora, the New York Times and others on developing digital marketing strategies for the future.
Joseph Johnson is a faculty member in the marketing department at Miami Herbert Business School. He has thirty-two years of experience, divided between academia and industry, in computerization and empirical models for manufacturing, supply chain and marketing. His research areas include application of AI, machine learning, natural language processing, stochastic processes, dynamic programing and genetic algorithms to business problems. He has worked on projects with Affinova, Axalta, Cheapoair, Dell, Eli-Lilly, Hindustan Petroleum, Perry Ellis, Royal Caribbean Ryder, SAS, Tata Steel, UM-Health and Universal Fox Studios.
