Machine Learning for Marketing

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 fo

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