How do you create an ideal marketing machine that can drive acquisition and retention of your customers? Performance marketing can empower your organization to make savvy marketing decisions in an optimal way. Layering machine learning and artificial intelligence on top of that will supercharge this process and take your marketing strategy to the next level.
In this course, you will explore key aspects of performance marketing to enable you to plan effective performance marketing campaigns that will lead your organization to success. You will use your new skills to design a performance marketing strategy. You will analyze your customer's journey and determine what parts of the marketing process can be supercharged by integrating machine learning and AI. In addition, you will seek ways to responsibly manage your customer's data and privacy in order to gain and maintain their trust in your organization.
You are required to have completed the following courses or have equivalent experience before taking this course:
Digital Transformation in Marketing
Assessing Opportunities in Paid Digital Media
Assessing Opportunities in Owned Digital Media
Key Course Takeaways
Design a performance marketing strategy
Identify opportunities in which you can use AI to augment your marketing processes
Recognize the primary threats to trust for your customers and determine how to safeguard their privacy
Clarence Lee was an assistant professor of marketing at the Johnson Graduate School of Management, where he was a Breazzano Family Sesquicentennial Fellow. Professor Lee’s research examines the drivers behind consumer adoption, usage, and purchase dynamics of digital goods, where he models consumer behavior using Bayesian statistics, structural econometrics, and machine learning techniques. Digital products and platforms, such as the ones produced by many Silicon Valley and NYC tech startups, are increasingly present in almost all consumer interactions. In such settings, understanding consumer choice and the dynamics of engagement and usage become critically important in order to acquire, serve, and retain consumers. Professor Lee taught Digital Marketing and Data Analytics & Modeling at both the Ithaca and Cornell Tech campuses.
Professor Lee received his doctorate from Harvard Business School and holds undergraduate and graduate degrees in Electrical Engineering and Computer Science from MIT. Prior to pursuing graduate studies, he conducted nanotechnology research at IBM and space system design at MIT Lincoln Laboratory.