MODULE 1 INTRODUCTION TO ARTIFICIAL INTELLIGENCE
Identification of basic A.I. concepts:
- Characterization of Artificial Intelligence
- Basic business concepts linked to A.I.
- Types of A.I. models based on: efficiency and customer
- Differentiating and contextualizing A.I., Machine Learning and Deep Learning
Distinguishing the fields of application of Artificial Intelligence in the current socio-economic context:
- Impact on the A.I .industry and digital economy.
- Demonstration of the impact of robotization on human tasks.
MODULE 2 MARTECH, BIG DATA AND E-COMMERCE
Identification of the main concepts of the application of digital marketing in Artificial Intelligence:
- Conceptualization of Mar-Tech: integration of marketing and technological processes
- Relationship between A.I. and digital marketing.
- Digital business, collaborative economy and the autonomous era.
Interpretation of the impact of the “Data Market”:
- Context of e-Commerce in the Spanish market
- Analysis of the impact of the “Data Market” on the traditional economy
MODULE 3 DIGITAL MARKETING
Characterization of Digital Marketing:
- Strategic fundamentals of Digital Marketing
- Basic elements of a Digital Marketing strategy
- Procurement channels and on line communication channels
Configuration of a web metrics dashboard:
- Measurement indicators: choice of main KPI sand elaboration of a monitoring dashboard.
- Growth Hacking Techniques
- Calculating, choosing and analyzing digital business metrics
- Execution of customer-oriented digital marketing strategies:
- Choice of tools for the development of the CRM strategy.
- Study and analysis of paid and organic media.
MODULE 4 A.I. APPLICATIONS IN MARKETING DIGITAL
Development and application of A.I. solutions in digital content management:
- Generation and curation of content on social networks.
Programmatic search engine advertising.
Identification of communication and assistance tools in digital marketing:
- Use of the Voice Search solution in keyword searches.
- Inclusion of A.I. in virtual assistants & Chat bots
Analysis of on line user behavior in E-Commerce:
- Use of Marketing Automation tools: Connectif, Probance, Hotjar, Hubspot, Market o or Infusion Soft, among others.
- Web Design and User Experience (UX) monitoring tools.
- Predictive Analytics: maximize customer lifetime value, optimize purchase probability and reduce customer churn.
MODULE 5 IA AND MARKETING AUTOMATION
Analysis of the strategic discipline Customer Experience:
- Customer Journey Mapping and Touch Points
- MOT, Customer in sight and Empathy Mapping 10
- CXM: Customer Experience Management
Generalization of the digital marketing methodology Conversion Funnel:
- Conversion Funnel Concept
- Digital marketing methodology Conversion funnels
Implementing A.I. in a comprehensive Automation Marketing strategy:
- Development of a comprehensive strategy and detailed Work flows
- End-to-end solutions for: E-mail Marketing, automated product recommendation, push notifications in the browser, automated CRM strategy in the database and automatic e-mails according to UX.
Demonstration on thee Commerce platform Word-Press:
- Word-Press basics.
- Implementation of the Active Member 360 Plug-in.
MODULE 6 IA BUSINESS CASE APPLIED TO BUSINESS DIGITAL
Characterization of the development of the success story:
- Basic concepts of Agile Methodologies and their application in Marketing.
- Fundamental soft technology marketing project management.
- Complete Project Management process: from design thinking to the final product.
- Word-Press Analytics with Active Member 360 Plug-in.
Research and development of the Case Study:
- Main conclusions regarding the benefit of the use of A.I. on business performance.
- Benefits of using A.I. and increasing profits.