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Description

Marketing and AI: Leveraging Customer Data, Segmenting and Activating Campaigns

Abundant customer data, yet campaigns that still address everyone in exactly the same way

  • 1 day — 7 h
  • In-person or virtual
  • Expert
  • Up to 6 participants

Marketing departments hold large volumes of customer data without managing to turn it into action. Information sits scattered across the customer relationship management tool, the website and the advertising platforms. Segments have remained unchanged for years and predictive models stay at prototype stage, never activated in a live campaign.

This one-day programme is designed for practitioners: building a usable data foundation, machine-learning-assisted segmentation, propensity and churn risk scores, message personalisation and measuring the real contribution of models. All exercises are carried out on marketing data sets.

Learning objectives

  • Structure a customer data foundation that can genuinely be activated
  • Build segments using unsupervised learning methods
  • Produce interpretable propensity and churn risk scores
  • Trigger personalised campaigns based on the scores obtained
  • Measure the real contribution of a model against a control group
  • Govern the use of customer data and the recourse to generative tools

What makes this programme different

Every model presented is tied to an activatable campaign rather than a demonstration
A control-group measurement protocol applied to a case worked through in session
An inventory of genuinely available customer data built by each participant

Programme

1The Customer Data Foundation

Consolidate before modelling

  • Internal and external sources and their level of quality
  • Identifier reconciliation and the single customer view
  • Variables that matter for segmentation and for scoring
  • Framework for personal data use and consent management

2Segmentation and Scoring

Making the database speak

  • Automated segmentation and business reading of the resulting groups
  • Product propensity score and contact prioritisation
  • Churn risk score and early warning signals
  • Interpreting results and understanding model limitations

3Activation and Measurement

From score to campaign

  • Translating scores into campaign scenarios
  • Message personalisation and use of generative tools
  • Cross-channel orchestration and control of contact pressure
  • Control group, measurement of uplift and trade-off decisions

Who is it for

Marketing managers · customer relationship managers · market research and marketing data analysts · campaign managers.

Prerequisites

Running marketing campaigns or analyses and being comfortable working with customer data.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.