Enrollment Options:
Business Strategy

Machine Learning 101 for Marketers

Jim Sterne
Course Duration: 2.5 hours
Course Released: July 2020
Level: Beginner
Lifetime access with membership
Certification Upon Completion
Machine learning is the technology that powers advanced artificial intelligence systems, which give marketers the ability to plan, produce, promote, personalize, and perform like never before. You don’t need a computer science degree and years of formal training to understand and apply it.

You’ll come away from the session able to speak knowledgeably about machine learning, and stand prepared to implement it in your organization.
In this course you will learn:
Learn what machine learning is (in plain English) and how it works.
Discover how machine learning can be used to drive performance in marketing and sales.
Gain actionable insights on how to get started with machine learning in your business.

Course Curriculum

  • 1

    Welcome to the Course!

    • A Message From Your Instructor

  • 2

    Chapter 1: What Is Artificial Intelligence?

    • Lesson 1: AI Fiction Vs. Reality

    • Lesson 2: It's Just Grown Up Software

    • Lesson 3: Supervised Machine Learning

    • Lesson 4: Unsupervised Machine Learning

    • Lesson 5: Reinforcement Learning

    • Test Your Learning

  • 3

    Chapter 2: How Does Machine Learning Work?

    • Lesson 1: Decision Trees / Random Forest

    • Lesson 2: Support Vector Machines

    • Lesson 3: Neural Nets / Deep Learning

    • Lesson 4: Ensemble

    • Test Your Learning

  • 4

    Chapter 3: What Is Machine Learning Good At?

    • Lesson 1: Dimensionality

    • Lesson 2: Cardinality

    • Test Your Learning

  • 5

    Chapter 4: What Is Machine Learning Good For?

    • Lesson 1: Robots and Self-Driving Cars

    • Lesson 2: Augmented Reality

    • Lesson 3: Facial Recognition

    • Lesson 4: Natural Language Processing

    • Lesson 5: Bringing the Pieces Together

    • Test Your Learning

  • 6

    Chapter 5: Onboarding Tips

    • Lesson 1: Clearly Identified Goals

    • Lesson 2: Know Your Data

    • Lesson 3: Choosing Tasks for AI

    • Lesson 4: Buy Vs. Build

    • Lesson 5: Determine Useful Data Sets

    • Lesson 6: The Smell Test

    • Lesson 7: Hone Your Domain Knowledge

    • Lesson 8: Navigate Corporate Culture

    • Test Your Learning

  • 7

    Chapter 6: Choosing Your Role

    • Lesson 1: Who Does What?

    • Lesson 2: What Do You Want to Do?

    • Test Your Learning

  • 8

    Chapter 7: Marketing Tomorrow

    • Lesson 1: Machine 2 Machine Marketing

    • Lesson 2: Harness the Power for Yourself

    • Test Your Learning

  • 9

    Next Steps...

    • Closing Notes From Your Instructor

    • More Resources For You

    • Certification Exam

    • Before You Go...

Meet Your Instructor

Jim Sterne

Jim Sterne focuses his thirty-five years in sales and marketing on creating and strengthening customer relationships through digital communications. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990s, and founded a conference and a professional association around digital analytics in the 2000s. Following his humorous Devil's Data Dictionary, Sterne published his twelfth book, Artificial Intelligence for Marketing: Practical Applications. Sterne founded the Marketing Analytics Summit (formerly the eMetrics Summit) in 2002, which was the birthplace of the Digital Analytics Association. He served on the DAA Board of Directors for 15 years and is now Director Emeritus.

President, Target Marketing of Santa Barbara