Executive Short Program
Construire une stratégie Data et IA
- Paris – Jouy-en-Josas Campus
- Apr 02 2025, Oct 01 2025
- 2 days
- French
- 3000.00 €*
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Executive Short Program
IA & Data en Marketing IA & Data en Marketing
In the age of digital technology and ubiquitous data, artificial intelligence and data exploitation have become essential skills for marketing leaders. This intensive advanced training will enable you to acquire expertise at the intersection of AI and data-driven marketing. Go beyond theoretical approaches to develop a true operational mastery of predictive analytics techniques, intelligent campaign automation, and hyper-personalization.
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
4 days
Format:
In-class
Next start(s):
Sep 16 2025
Language(s):
French
Cost:
5 900 €*
Objectives
- Understand data science techniques for predictive analytics of marketing data: This involves learning how to extract meaningful insights from large datasets to predict future customer behavior. Techniques like data mining, statistical modeling, and behavioral segmentation are used to identify patterns and trends.
- Implement artificial intelligence for creating personalized intelligent content and dynamic ad optimization: This refers to using AI to create tailored content and ads for specific audiences. .
- Configure and manage AI-powered marketing automation devices: This involves setting up and managing marketing automation tools that use AI to streamline marketing processes.
- Leverage LLM/AI models to design end-to-end marketing campaigns..
- Develop an operational roadmap to integrate AI and data-driven marketing into the core of your innovative marketing strategy.
- Foster a data & AI culture within your marketing teams to accelerate digital transformation and data-driven decision-making..
- Identify AI-driven marketing innovation opportunities and position yourself as a disruptor in your industry..
Program
Overview of the technological landscape of data and AI dedicated to marketing. Presentation of key marketing data, data analysis platforms, AI marketing solutions, and predictive analytics.
Understanding statistical modeling applied to marketing data. Behavioral segmentation and insight identification. Construction of predictive models.
Creation of intelligent and personalized content using AI (text, images, videos). Dynamic and contextual optimization of ads with AI. Hyper-personalized customer journeys.
AI-orchestrated automated and multi-channel nurturing. Fully automated and continuously optimized marketing campaigns.
AI-powered campaign attribution modeling. AI-driven experiments and A/B testing to optimize performance. Continuous improvement and agile management.
Methodologies to define a strategy and operational roadmap for integrating data-driven marketing and AI. Leading change and organizational challenges.
Profile
Who is this program for? Is it right for you?
Participant Profile
- Marketing, data, digital, and innovation departments:
- Marketing, web marketing, and CRM managers
- Marketing strategy and data analysis consultants
- Chief Marketing Officer, Chief Digital Officer - Entrepreneurs and Decision-Makers:
- Founders, co-founders of companies,
- Owners and managers of large SMEs (> 500 employees)
Prerequisites and Admission Criteria
Our program is designed for all executives, senior managers, and functional or operational leaders with at least 5 years of professional.
Faculty
Axel TASCIYAN
Senior Director – Publicis Sapient
Dive into the fascinating world where data and AI are reshaping marketing. In 4 intensive days, we'll move beyond theory to build tangible solutions together. You'll leave not just with concepts, but with tools that will reinvent how you connect with customers. Ready to become the data strategist your team needs?
Learning methods & Evaluations
Pedagogy - Intensive program combining:
- Academic insights into advanced concepts
- Expert demonstrations of cutting-edge technologies
- Immersive workshops using your own marketing data
- Simulations and practical exercises with data & AI marketing tools
- Peer-to-peer learning and experience sharing
- Coaching to bring your operational project to fruition.
Evaluation:
- Group Presentation
- Oral Participation
- Quiz Group Practical Project
Registration
Would you like to register? Complete your registration form on our platform by clicking the button below. It will only take a few minutes.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Tuition Fees and Funding
The program fee includes tuition and meal costs during training hours (lunch and breaks).
Not included: Dinners (except in specific cases), transportation costs, and accommodation costs (except in specific cases).
Funding Options: Depending on your profile and chosen program, several solutions may be available to you. Visit our funding section for more information.
Download the brochure
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*Net price, HEC Paris is not subject to Value Added Tax. Prices, dates, faculty and program content are subject to change.
Capucine MAITRE
Program Advisor Marketing, Sales & Business Development
maitre@hec.fr
