Marketing & Communication

Marketing Analytics with AI Tools

AI tools are transforming how marketers analyse data, segment customers and predict behaviour. This course shows marketers how to use AI-powered analytics: preparing marketing data, AI-assisted analysis and reporting, predictive segmentation and churn models, sentiment analysis, generative AI for insights and responsible use of customer data.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Marketers who use AI analytics make faster, sharper decisions. You will learn practical AI techniques without needing to code.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Hands-on exercises with AI analytics tools, case studies and responsible-use discussions.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Prepare marketing data for analysis
Use AI assistants for analysis and reporting
Apply predictive segmentation and propensity models
Analyse sentiment and open-text feedback
Generate insights and recommendations with AI
Use customer data responsibly

Target audience

Who should attend.

This course is suitable for:

Marketing analysts
Digital and CRM marketers
Marketing managers
Insight professionals
Data-curious marketers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Data preparation
AI-assisted analysis
Predictive segmentation
Text analytics
Responsible data use

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1AI in Marketing Analytics

09:00–10:08Use cases
10:08–11:00Tools landscape
11:00–11:30Coffee break
11:30–11:45Tools landscape (continued)
11:45–12:53Data foundations
12:53–14:00Exercise

Day 2AI-Assisted Analysis

09:00–10:08Prompting for analysis
10:08–11:00Automated reporting
11:00–11:30Coffee break
11:30–11:45Automated reporting (continued)
11:45–12:53Validation
12:53–14:00Hands-on

Day 3Predictive Models

09:00–10:08Segmentation
10:08–11:00Propensity and churn
11:00–11:30Coffee break
11:30–11:45Propensity and churn (continued)
11:45–12:53Interpreting models
12:53–14:00Exercise

Day 4Text and Sentiment

09:00–10:08Reviews and social data
10:08–11:00Sentiment analysis
11:00–11:30Coffee break
11:30–11:45Sentiment analysis (continued)
11:45–12:53Themes
12:53–14:00Workshop

Day 5Responsible Use

09:00–10:08Privacy
10:08–11:00Bias
11:00–11:30Coffee break
11:30–11:45Bias (continued)
11:45–12:53Analytics roadmap
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.