Marketing Analytics and AI
Turn Data into Actionable Insights to Improve Marketing Performance
Overview
The Marketing Analytics and AI: Strategies and Tools program from UC Berkeley Executive Education explores how organizations use data-driven marketing strategies to understand customers, improve decision making, and enhance ROI. Through practical frameworks, tools, and real-world applications, you will learn how to evaluate customer value, leverage analytics to inform marketing and product decisions, and develop an effective marketing analytics initiative.
By the end of the program, you will be equipped to apply analytics strategically and create measurable business impact.
Key Takeaways
Make Data-Driven Marketing Decisions
Use analytics to evaluate performance, uncover insights, and make more informed marketing decisions.
Apply Analytics to Optimize ROI
Leverage analytical tools and frameworks to improve marketing effectiveness and maximize return on investment.
Gain a Competitive Advantage
Use analytics and experimentation techniques to identify opportunities, test strategies, and drive better outcomes.
Develop Customer-Centric Marketing Strategies
Design strategies that support customer acquisition, growth, and retention.
Create Impactful Analytics Initiatives
Build and implement marketing analytics initiatives that drive innovation and support organizational goals.
More about the Marketing Analytics and AI program
AI-Focused Learning You Can Apply
The curriculum explores how AI, machine learning, and ethical data practices can be applied across business functions to enable smarter and scalable decision-making.
Live Sessions
Participate in faculty-led live sessions exploring emerging trends in marketing analytics and AI, with a focus on practical business applications. Session recordings are available on demand.
Fireside Chats
Gain real-world insights through fireside chats with industry leaders in marketing, analytics, and technology. Explore topics including data-driven marketing, AI, customer experience, analytics implementation, search technologies, and evolving privacy considerations.
Capstone Project
The program culminates in a capstone project in which you will develop a slide deck outlining a marketing analytics initiative for your organization. Using a four-step framework, you will assess customer value across the life cycle and develop strategies across the customer life cycle.
Case Studies
Explore real-world case studies that demonstrate how organizations use marketing analytics for customer segmentation, retention, experimentation, pricing, personalization, and strategic decision making.
Who's it for
The Berkeley Executive Education Marketing Analytics and AI: Strategies and Tools program is designed for marketing professionals looking to leverage analytics to drive better marketing decisions and outcomes. The program is ideal for but not limited to:
- Marketing and digital marketing managers who want to strengthen their analytical capabilities and improve marketing performance
- Analysts looking to deepen their expertise in marketing analytics and apply advanced techniques to areas such as customer segmentation, recommendation systems, and campaign measurement
- Product and business managers seeking to better understand customer behavior and leverage those insights to refine products
- Brand managers who want to incorporate data and analytics into brand strategy
Want to approach your employer about supporting your development? Check out this article.
Format & Structure
Online
- Capstone project in which you create a slide deck that outlines the four steps necessary to implement an innovative marketing analytics initiative at your organization
- Enrolling in the program can become your first step toward pursuing the UC Berkeley Executive Education Certificate of Business Excellence (COBE)
- World-renowned faculty and notable guest speakers
- This program fulfills two curriculum days (minimum requirement of 17 curriculum days) towards the COBE
- Upon completion of the program get awarded the Certificate of Completion from UC Berkeley Executive Education
Dates & Costs
Online
What people are saying
Get more information
Do I need a background in data science or coding to participate in the Marketing Analytics and AI program?
No, the Marketing Analytics and AI program is designed for business and marketing professionals who want to strengthen their analytical decision-making skills. While comfort with data is helpful, the focus is on applying analytics concepts and frameworks to real marketing challenges rather than advanced programming.
Will I learn how AI is used in modern marketing?
Yes, the Marketing Analytics and AI program curriculum explores how AI can support marketing activities such as customer personalization, predictive modeling, forecasting, and workflow optimization. Dedicated live sessions focus on emerging AI tools and their practical business applications.
What kinds of professionals will be part of the cohort?
Participants typically come from a range of industries, functions, and experience levels, creating opportunities for peer learning and the exchange of diverse perspectives on marketing and analytics challenges.
Can I complete the Marketing Analytics and AI program while working full-time?
The program is structured for busy professionals and is delivered online with a manageable weekly time commitment. Learners can progress through recorded content at their own pace while also benefiting from scheduled live sessions.
What outcomes can I expect after completing the Marketing Analytics and AI program?
Participants gain a stronger understanding of how to use data to guide marketing decisions, evaluate campaign performance, improve ROI, and build customer-focused growth strategies. The program also provides a digital certificate upon the successful completion of the required coursework.
Partner
UC Berkeley Executive Education is collaborating with online education provider Emeritus to offer a portfolio of high-impact online programs. These programs leverage UC Berkeley Executive Education's thought leadership in management practice developed over years of research, teaching, and application. By working with Emeritus, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of the University of California, Berkeley.
Faculty
Clayton Critcher
Professor | Joe Shoong Chair in Business | Director, Berkeley Haas Behavioral Lab | Co-Director, Social and Moral Judgment (SOMO) Lab, Marketing
Certificates
Certificate of Completion
Signal your professional achievement to your network and get recognized for your completion! Upon successful completion of the program, UC Berkeley Executive Education grants a verified digital certificate of completion to participants that you are encouraged to add to your profiles.
Note: This program results in a digital certificate of completion and is not eligible for degree credit/CEUs. After successful completion of the program, your verified digital certificate will be emailed to you directly. All certificate images are for illustrative purposes only and may be subject to change at the discretion of UC Berkeley Executive Education.
Certificate of Business Excellence
Participants in the Certificate of Business Excellence (COBE) program will earn a mark of distinction from a world-class university, gain access to a powerful global network, and enjoy the flexibility of completing the program in up to three years. A UC Berkeley Certificate of Business Excellence allows individuals to create a personal learning journey structured by our four academic pillars to gain management essentials in Leadership, Entrepreneurship, Strategy, and Finance to drive both personal and organizational development.
