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The Future of Marketing: Using Social Data and AI to Improve ROI

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Social-Data-and-AI
Blog, Business

The Future of Marketing: Using Social Data and AI to Improve ROI

Stanford Continuing Studies brings the first course ever created for the future of marketing: the intersection of social data and artificial intelligence and it’s applications for improving the return on marketing investment.

This course is designed by Shilpi Agarwal, CEO of Social Strategi LLC who’s also the Instructor of the course, specifically keeping the marketers, product managers and entrepreneurs in mind.

Stanford Continuing Studies brings the first course ever created for the future of marketing: the intersection of social data and artificial intelligence and it’s applications for improving the return on marketing investment.

stanford continuing studies

Quarter: Fall

Date(s): September 27 – December 6, 2018

Day: Thursdays

Duration: 10 Weeks

Time: 7:00 – 8:50 pm PST

Limit: 30

Location: Stanford University, Palo Alto, CA

Registration begins August 20, 2018

Register Now

COURSE DESCRIPTION

All marketers are under pressure to achieve increased sales and return on investment. Developments in the last decade, especially the avalanche of social media usage, have created “big data,” which can be employed to drive marketing decisions.
While many think data from social media sites are useful only in ad placements, in fact, this information can substantially improve the precision and effectiveness of omnichannel marketing.
Marketers can leverage social data to understand their brand’s social share of voice, find their best influencers and brand advocates, keep tabs on competitors, and nurture relationships.
However, we are also now witnessing the next big thing in digital marketing— the combination of social data and artificial intelligence to win and retain customers.
Since AI is effective at analyzing large amounts of data and has the ability to ingest and decipher data to recognize patterns and to predict hashtags and trending topics, it makes for a perfect combination with social data to provide personalized brand marketing that creates a sustainable revenue stream and drives the highest ROI.
This course will explore the uses of social data and AI in creating effective advertising campaigns. It will also cover ethical versus unethical uses of social data and how to use this information responsibly.

PRELIMINARY COURSE SYLLABUS

Weekly Outline:

Week One: Decoding the technical jargon – Big Data, Social Media, Social Data, Social Analytics, Social Data Analytics, Social Insights – What’s the difference?

Week Two: Brand Intelligence & Competitive Intelligence – tools & techniques (Use Cases of Social Data in Marketing)

Week Three: Audience Intelligence & Influencer Marketing

Week Four: Putting it all together: How Marketers can leverage Social Data to create an Omnichannel Marketing Strategy (Personalized Brand Marketing)

Week Five: Next Big Thing in Digital Marketing – Combination of Social Data and Artificial Intelligence (major players in this space)

Week Six: Guest Speaker – TBD

Week Seven: Social Data and AI for Targeting & Advertising – better ROI

Week Eight: Market Opportunity in the Ad Tech Space – Guest Speaker – TBD

Week Nine: Identifying White space, performing better Market Research and spotting trends using social data and AI

Week Ten: Challenges in this space – Data Privacy – Ethical vs. Unethical uses of social data – Cambridge Analytica

INSTRUCTOR: SHILPI AGARWAL

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Shilpi is a Social Intelligence Business Leader with over 15 years of experience providing social media strategy and brand intelligence to Agencies, Fortune 500 Brands, SMBs, Non-profits, and Startups. 
She leads Social Strategi LLC – a Social Media Agency, Academy, and Accelerator that leverages cutting-edge AI tools, techniques and training to empower today’s leaders. 
Shilpi is an Instructor at Stanford Continuing Studies, UC Berkeley Extension and UC Santa Cruz Extension where she teaches courses on social media marketing strategies. 
She’s a mentor and advisor to Entrepreneurs and Startups worldwide.
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