AI for Data-Driven Marketing Strategy and Operations by Dr. Amar Massoud

What you'll learn

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Prioritize AI marketing opportunities by value, readiness, feasibility, risk, and decision impact
Build KPI trees and AI-ready customer-data and CRM feedback foundations
Interpret forecasts, propensity, churn, lead quality, CLV, thresholds, lift, and drift
Turn predictions into governed segments, next-best actions, content, and CRM journeys
Design credible experiments, holdouts, guardrails, stopping rules, and action trees
Steer automated campaigns and budgets with reliable signals and business constraints
Operate a human-AI marketing control room with roles, service levels, monitoring, and governance
Present a measurable 90-day transformation roadmap and executive business case
Requirements

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Basic familiarity with campaigns, audiences, funnels, or customer journeys
Comfort reading a simple performance report or spreadsheet
No programming, statistics, data-science, paid platform account, or API key is required
Description

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This course contains the use of artificial intelligence.
Stop treating AI as a collection of disconnected tools. This course shows you how to turn strategy, customer data, predictive analytics, CRM journeys, automated testing, campaign optimization, and governance into one accountable marketing decision system.
You will followNorthstar Retail Group, a fictional omnichannel retailer facing rising media spend, declining contribution margin, inconsistent data, and a missed holiday forecast. Across 30 motion-driven lessons you will diagnose the system, build its measurement and data foundation, interpret forecasts and customer scores, orchestrate personalization, run credible experiments, control campaign automation, and deliver a 90-day transformation plan.
What you will be able to do
Select the right AI capability for a marketing decision, and prioritize use cases by value, readiness, feasibility, risk, and decision impact.
Create an AI-ready data, identity, consent, event, and CRM feedback design that survives an audit.
Interpret forecasts, propensity, churn, lead quality, CLV, lift, thresholds, and model drift without a data-science background.
Build governed segments, next-best actions, content workflows, and CRM journeys with suppression rules.
Design A/B tests, holdouts, incrementality studies, guardrails, and stopping rules that force a business decision.
Steer automated bidding, creative, audiences, placements, and budgets with real business constraints.
Operate a human-AI marketing control room with roles, service levels, monitoring, and responsible-AI governance.
Present a measurable 90-day roadmap, an operating scorecard, and an executive business case.
What is included
Seven section quizzes, four practical assignments, two guided labs, a final capstone, a 30-question practice exam, complete worked Northstar solutions, and a resource pack with more than 30 reusable templates you can copy straight into your own organization.
Who this course is for

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Marketing, growth, CRM, lifecycle, and marketing-operations professionals
Performance marketers, analysts, product marketers, agencies, and consultants
Entrepreneurs and business owners responsible for marketing investment
Early-career learners and career switchers seeking an end-to-end operating model
Homepage

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