Introduction to Machine Learning for Marketers

Ever wondered how companies seem to know exactly what you want? The secret lies in machine learning. Delve into the world of AI and discover how it's transforming the marketing landscape.

Book this course
1/2 day course
Supporting material
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

Machine learning is revolutionizing the world as we know it. To go beyond simply consuming this technology, you need to understand some of the key features that make it work.

This half-day course acts as a comprehensive guide to understanding and implementing AI in your marketing efforts. It demystifies complex concepts, providing you with practical knowledge and hands-on experience. You’ll learn how to harness the power of data to segment customers, predict behavior, personalize campaigns, and optimize content for maximum impact.

During the session, we’ll show you how computers learn patterns across large amounts of data. You'll discover the kinds of tasks that machine learning can solve with that learned information, and learn to recognize where machine learning isn't the right solution, taking into consideration the responsible use and collection of data.

Towards the end of the session, you’ll use the skills you’ve gained to plan how to collaborate with your organization's data science team to build a custom model.

This Introduction to Machine Learning for Marketers course is available as a private training session that can be delivered via Virtual Classroom or at a location of your choice in Australia.

Course overview

Who should attend:

This course is ideal for marketing professionals of all levels who want to stay ahead of the curve and integrate AI into their skillset.

Whether you are a marketing manager, content creator, analyst, or simply curious about the potential of machine learning, you’ll gain valuable insights and practical tools to enhance your marketing efforts.

What you'll learn:

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

  • Explain in simple details how machine learning works
  • List the potential applications of machine learning and describe its limitations
  • Apply machine learning techniques to improve customer segmentation, predictive modelling, content optimization, and more
  • Work with data scientists to create custom models
  • Gain a competitive edge by leveraging the latest AI tools and technologies


This course offers an introduction into the topic of machine learning, so no prior understanding of the subject is required.

Course agenda

Understanding Intelligence
  • What is intelligence?
  • Creating intelligence
  • Human intelligence
The Magic of Machine Learning
  • How does machine learning work?
  • Core machine learning terminology
Machine Learning in Marketing
  • Common use cases
  • Advanced options
Working with Data Scientists
  • What data scientists do
  • What data scientists need from you
  • Using machine learning responsibly
  • Creating a model brief

Next Steps:

Consider taking the following courses to further your GenAI knowledge:

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