BUS 95 — Make It Personal: Using Data to Create Effective Tailor-Made Marketing Campaigns
Course Format: On-campus (About Formats)
Duration: 8 weeks
Date(s): Apr 4—May 23
Time: 5:30—7:30 pm (PT)
Refund Deadline: Apr 6
Grade Restriction: No letter grade
Instructor(s): Jennifer Cooper
Class Recording Available: No
5:30—7:30 pm (PT)
Apr 4—May 23
No letter grade
Why create advertising for many when you can custom-tailor solutions for each customer you’re trying to reach? The advertising that people are exposed to on a daily basis isn’t arbitrary—just the opposite. Many people are unaware that most of these messages are created specifically for them using data collected from past website visits, purchasing histories, and internet searches. In the right combination, this data can be used to create personalized advertising and online experiences, resulting in messaging that gets noticed and products that get purchased. This approach, embraced by modern marketers after years of ineffective mass-market advertising, is made possible through torrents of data and multiple technology platforms optimized to fetch attention and extract a response. This course removes the complexity associated with data and the systems it powers by teaching students how to mine various types of data for insights that feel personal for end users. Those who understand these concepts can create winning, repeatable marketing strategies for themselves. The course format includes lectures, discussions, and group case studies. Students will hear from industry-leading guest speakers from Meta, Google, Adobe, and Microsoft about how they create personalized consumer experiences for their companies.
Jennifer Cooper has over 25 years of professional experience in operating, starting, and growing enterprise and consumer internet companies and business units within larger organizations. She has held marketing leadership positions at Microsoft and Adobe Systems. Cooper received a certificate in executive organizational leadership from Harvard Business School, an MBA from UC Davis, and a JD from Golden Gate University.
Global Lead, Business Development, Scale Partners for Omniverse, NVIDIA
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.