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Digital Marketing Tools: Machine Learning and AI

Digital Marketing Tools: Machine Learning and AI

This course is part of Foundations of Digital Marketing Specialization

Instructor: Liye Ma

Included with

Learn more

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

4 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

4 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Machine Learning Methods
Big Data and AI Applications
Performance Evaluation

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

15 assignments

Taught in English

91%

of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the Foundations of Digital Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 3 modules in this course

In this course, you will delve into the transformative impact of machine learning and big data AI on digital marketing. Explore powerful tools and techniques that enable businesses to automate decision-making, predict customer behavior, and optimize marketing efforts in real time. Through an in-depth study of machine learning methods, neural networks, and big data applications, you will gain the skills to evaluate the performance of machine learning algorithms and leverage AI-driven insights to enhance digital marketing strategies.

The course is divided into two comprehensive modules. The first module, Machine Learning, focuses on methods of machine learning, performance evaluation, and method configuration. The second module, Big Data and Artificial Intelligence, covers topics such as Big Data AI, Hadoop & Deep Learning, and Neural Networks. By the end of the course, you will be equipped to describe the paradigm shift in machine learning methods, understand the expanding applications of big data to neural networks, and evaluate the effectiveness of machine learning algorithms to drive growth and innovation in digital marketing.

Module details

In the first module, we will introduce you to the course and the objectives. You'll have the opportunity to meet your instructor, connect with your peers, and get familiar with the Coursera platform and support resources. We will dive into the transformative role of machine learning and artificial intelligence in digital marketing and gain insights into how these technologies can help automate marketing processes, predict customer behavior, and optimize decision-making. We’ll also explore practical applications of AI, such as improving customer segmentation and enhancing personalized marketing strategies to drive measurable business outcomes.

What's included

6 videos12 readings8 assignments3 discussion prompts1 plugin

6 videosTotal 32 minutes

Meet Your Instructor: Liye Ma1 minute
Introduction to Machine Learning6 minutes
Machine Learning Methods, Part 18 minutes
Machine Learning Methods, Part 27 minutes
Performance Evaluation6 minutes
Method Configuration5 minutes

12 readingsTotal 49 minutes

Welcome to the Digital Marketing Tools Course7 minutes
Getting Help1 minute
Introduction to Machine Learning4 minutes
Introduction to Methods of Machine Learning3 minutes
Introduction to Machine Learning Methods, Part 13 minutes
Introduction to Machine Learning Methods, Part 22 minutes
Additional Reading: The Naïve Bayes Algorithm8 minutes
Introduction to Performance Evaluation3 minutes
Introduction to Method Configuration4 minutes
Machine Learning: Practice & Apply7 minutes
Machine Learning Scenario6 minutes
Machine Learning Algorithms Feedback 1 minute

8 assignmentsTotal 29 minutes

Machine Learning5 minutes
Machine Learning Scenario2 minutes
Apply Your Learning: Algorithms & Performance3 minutes
Introduction to Methods of Machine Learning3 minutes
Methods of Machine Learning I5 minutes
Methods of Machine Learning II5 minutes
Performance Evaluation3 minutes
Method Configuration3 minutes

3 discussion promptsTotal 30 minutes

Meet Your Learning Group10 minutes
Machine Learning Discussion10 minutes
Algorithms Discussion10 minutes

1 pluginTotal 4 minutes

Algorithms and Performance4 minutes

In this module, we’re going to introduce Big Data and Artificial Intelligence. We'll also look at how marketers use rich data and enhanced analytical capacity to move from qualitative to quantitative analytical data, from data to big data, and from machine learning to deep learning AI to better understand and market to consumers.