Fundamentals of Data Science Applied to Marketing

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Marketers at all levels are increasingly tasked to understand, manage, and coordinate rapidly advancing marketing analytics tasks. This presentation will offer a non-technical overview of how data science (machine learning/AI) techniques and methods are being integrated into marketing analytics. Many firms are on a mission to create a cadre of ‘analytics translators’ – executives, managers, and directors who need to be able to filter, explain and make sense of complex statistical and machine learning outputs that now drive marketing decisions, intelligence, and/or insights. This webinar will provide the foundations and principles of ‘marketing analytics translation’. Content is based on the Rady School of Management’s work with major corporate partners to realize the training and up-skilling around business and marketing analytics.