DIGITAL DATA IN MARKETING

DEFINING AND UNDERSTANDING DATA-DRIVEN MARKETING STRATEGY

Course participants will use selected popular API’s and understand how to use this kind of data/service in marketing focusing on defining and understanding data-driven marketing strategy.

Today’s market activities are permeated with various technology services. Although companies are becoming more and more ready to adopt all those services, researches still point out that: almost half of the companies do not use a centralized database to track and analyze their marketing campaigns, almost two-thirds do not use analytics to guide marketing campaign selection, almost two-thirds do not use enterprise data warehousing to track customer interactions with marketing campaigns, almost two-thirds do not use integrated data source to guide automated event-driven marketing and almost two-thirds do not track-back marketing campaigns to calculate ROI.

In order to better understand (and be able to create) a data-driven marketing strategy, several digital data metrics will be introduced through this course grouped in several topic groups for better understanding. Analyzing steps from strategic objectives definition, understanding “yourself” and “customers”, segmenting customers, executing marketing campaigns, building trust and keeping score, participants will walk through digital marketing cases and success stories.

As a special part of modern marketing, the session will also introduce available technology upgrades by using different techniques for analyzing unstructured data. Various capabilities today enable us to upgrade the end user interaction with different surrounding and devices, and securely provide comprehensive user data to market participants. Between other capabilities, as the most interesting ones, we can point out: gesture recognition, user awareness, facial analysis and action recognition. Those capabilities are/can be applied in different industries like: smart home, automotive, consumer electronics VR&AR or robotics. With the ability to analyze unstructured data, new service level can be unlocked.

 In this course we will discuss several API’s with special focus on Google Cloud Vision API and Microsoft Computer Vision API. Those services can provide insights like image analysis, celebrity recognition, analyze videos in near real-time, read texts from images, generate photo thumbnails, detect inappropriate content, provide image sentiment analysis, logo/brand detection, landmark detection, etc.

 

Leo Mršić

Leo Mršić, PhD is the experienced top level Corporate Executive, Entrepreneur, College Professor, Assistant Research Scientist, Certified Court Expert Witness with deep expertize in appliance of technology in different areas of business and government, strong background in different areas (law, finance, technology, math) and fields (retail, project management) with focus on analytic methods and data management/data usage with ability to extend its approach from operational through strategic level, strong organizational skillset (teams/companies up to 1.000+ employees) during 15+ years of management experience, Head of Chair for Data Management and Analysis at University College Algebra Zagreb, active in educational community with wide range of different experiences (Editor, Lecturer, Reviewer, Editorial Board Member, Advisor, Book Author) able to provide deep and usable approach in many areas especially related to technology, math, structured decision making and educational methodologies.

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