Course Preview: Digital Marketing Strategies: Data, Automation, AI & Analytics at Kellogg

23 November 2022

[Video Transcript] Digital Marketing Strategies: Data, Automation, AI & Analytics at Kellogg

Welcome to the course. I'm glad you made the decision to join us on this learning journey. Let me walk you through what you can expect in your learning journey and what is the architecture of this course. We're going to begin in module one with a framework for marketing in a digital world, where we will frame marketing transformation as a journey that consists of multiple lanes, dimensions, or facets. These include how we change the way we engage with customers, so engagement marketing will be our first topic.

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Then we'll talk about how data and analytics need to transform from a focus on transactional data to a holistic understanding of customers using social data, location data, and these new forms of data. We'll talk about people and organization and how we evolved from a function-centric siloed organization to a customer-centric marketing organization that has new capabilities around content management, marketing operations, and marketing analytics. We will also talk about the process of marketing and how that needs to change from a sequential waterfall approach to an agile marketing approach. We will talk about the technology platforms that anchor modern marketing, and how we need to evolve from silos of marketing automation to a unified system of engagement. In module two, we're going to focus on discovery. How do we really develop the customer and market insights that we need to fuel our marketing activities? We're going to talk about how we understand customers in a creative and imaginative way, particularly when they cannot express or articulate their own preferences and needs. We'll talk about the importance of how we go beyond listening to customers and really observing their behavior through ethnographic techniques. And then how these ethnographic techniques are being evolved and transformed in the digital world by using social data mining as a way to scale ethnographic research, and how to use artificial intelligence to analyze new forms of data like video data.


Once we have developed these customer insights, in the next module we're going to talk about how we organize customers into segments, and how we do behavioral segmentation of customers that is based on their responses, and not just on demographics. The process by which we do response-based segmentation, and then how segmentation itself is evolving in a digital world into behavioral marketing where we can do segmentation in real-time, and we can create segments of size one. Behavioral marketing takes segmentation to a new level because it becomes automated and programmatic. Once we've formed a picture of the customer segments, what they care about, and what they need, in the next module we'll talk about how we develop the content that we need to engage with customers. How we map our content strategy to the customer journey, how we analyze the customer journey in terms of its steps and stages, and how we map content to intent.

We will then talk about in module five how we actually take this content and convert it into stories. We'll talk about the power of storytelling, and why stories stick with us and engage with us at a much more emotional level. We'll look at how stories are developed, what is the structure of a story, and how to tell great stories. And we will conclude by talking about how storytelling is being transformed in a digital world through the concept of transmedia storytelling, where we create a coordinated and integrated story experience. In module six, we're going to talk about the process of marketing execution. We will discuss how marketing needs to evolve from a campaign-centric launch and forget marketing to an always-on engagement with customers. How we need to shift from a conventional waterfall-oriented, sequential marketing execution to an agile approach where we are moving faster, and being more adaptable. How do we apply agile development techniques to marketing and how agile in marketing can be implemented and scaled in large organizations? In module seven, we will talk about how we apply experimentation and testing to understand how our marketing is working, and how to improve the effectiveness of marketing. We will begin with a discussion of marketing attribution, which is the understanding of how to assign credit to our different marketing activities in terms of the effect they have on the ultimate business outcome. We will go through the process of marketing, experimentation, and A/B testing, and how you run marketing experiments in the most efficient, and productive way. We will conclude by talking about best practices in marketing experimentation.

In the final module, module eight, we're going to talk about two key ideas about using technology for marketing. One, how do we make marketing faster through automation? And second, how do we make marketing smarter through analytics and the application of artificial intelligence? We will frame marketing automation as a set of tools, a platform that allows you to run marketing programs programmatically, with greater speed, and with greater scale. We'll go through the workflow of marketing automation and the use cases for marketing automation across the customer journey. Once we've done the marketing automation, we will then talk about the optimization of marketing activities through the application of analytics. Finally, we will look at how we apply artificial intelligence technologies across the entire customer life cycle. Everything from understanding customers, and attracting them, to engaging with them, retaining them, and building a customer advocacy program. So that is the architecture of this course, and I look forward to taking this learning journey with you.

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