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University of Colorado System

Machine Learning for Marketers

University of Colorado System via Coursera

Overview

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"Machine Learning for Marketers" is an advanced course tailored for professionals looking to integrate machine learning into their marketing strategies. This course uniquely focuses on both predictive analytics and decision-making, using supervised learning methods to analyze and forecast customer behavior. Participants will learn to implement advanced machine learning techniques, enhancing the accuracy of predictions and informing better marketing decisions. The course also covers campaign analysis through rigorous testing methods like cross-validation, ensuring the reliability of marketing strategies. A key feature of this course is its coverage of unsupervised learning algorithms, enabling learners to uncover hidden patterns in marketing data for sophisticated customer segmentation and market analysis. Additionally, the course discusses optimizing product positioning using dimensionality reduction techniques and improving personalized customer experiences through recommender system technology.

Syllabus

  • Supervised Learning for Strategic Marketing
    • Apply supervised learning to discover and visualize patterns in customer behaviors and refine your marketing strategies. This module equips you with the tools to improve predictive accuracy and tailor marketing efforts for maximum impact.
  • CART Tree Analysis
    • Transform your marketing approach with CART tree analysis. Learn to segment customers precisely and predict campaign responses, optimizing your marketing resources and strategies for better customer engagement and retention.
  • Improving the Accuracy of Predictions
    • Advance your predictive capabilities in marketing. This module teaches you to enhance model accuracy, tackle data imbalances, and select the most effective strategies, ensuring your marketing campaigns hit the mark every time.
  • Unsupervised Learning
    • Apply unsupervised learning to uncover hidden patterns in marketing data. Use techniques such as Principal Components Analysis for insightful segmentation and personalized marketing strategies that can elevate customer engagement and lifetime value (LTV).

Taught by

A.W. Lukens, Tony Cox, Jr. and Ric Mills

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