Morning Workshop: NEW! What Does Generative AI Mean for Marketing Analytics? - Marketing Analytics Summit

Morning Workshop: NEW! What Does Generative AI Mean for Marketing Analytics?


Thursday, June 22, 2023


8:30 am


Summerlin C


We are at the threshold of new computing era. While everybody speculates about how Generative AI tools like ChatGPT and DALL-E will change, well, everything, now is the time to understand how to bend them to your will.

Yes ChatGPT is cool. Yes, GPT4 and then 5 and then 6 are sending shockwaves around the world. But what does it mean for analytics in general and marketing analytics in particular? 

A significant advantage goes to those who learned how to use

  • Computers in the 1980’s
  • The Internet in the 1990’s
  • Analytics in the 2000’s
  • Smartphones in the 2010’s
  • Generative AI in the 2020’s

Asking a machine to write copy and draw pictures is like asking a recent graduate to do the same and represent your company in public. Talented though they may be, they lack the deep knowledge about your marketplace, your customers, and your products. They have no reason, no common sense, no grasp of truth vs. fiction. A recipe for disaster.

While others are diving deep into the technical aspects of how Generative AI is being created and understanding its internal workings, this workshop focuses on using Generative AI for practical applications – in marketing.

These sophisticated tools give rise to a different user experience calling for a fundamental understanding of how to get the most value from them.

More structured questions produce better (more relevant and accurate) results. Asking good questions reduces the time and effort required to train an AI system. That’s where Prompt Engineering comes in. Prompt Engineering is as important to understand and leverage today as word processing, spreadsheets, and email were decades ago.

  • Using a payroll app = driving a car
  • Using a spreadsheet = modifying your car
  • Writing code = building your own car
  • Using Generative AI = building your own spaceship

We will cover/ You will learn

  • What is Generative AI really?
  • Common applications for Generative AI
  • Technical applications for Generative AI
  • Introduction to Prompt Design
  • Introduction to Prompt Engineering
  • Top tips for getting the most out of Generative AI
  • Supercharging your Generative AI efforts
  • The One Secret to Success with Generative AI
  • Q&A/Exercises

You are encouraged to bring your device of choice for hands-on Generative AI exercises.


Jim Sterne, Founder, Marketing Analytics Summit

Jim Sterne has been in data processing since 1979, an online marketing consultant since 1993, and an online marketing analytics consultant since 2000. Sterne focuses on proving the value of digital communication as a medium for creating and strengthening customer relationships. He is the founding president of the Digital Analytics Association and producer of the eMetrics Summits. Sterne was named one of the 50 most influential people in digital marketing by the United Kingdom’s premier interactive marketing magazine and one of the top 25 Hot Speakers by the National Speakers Association, to which he credits his degree in Shakespeare. He has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford; and sat on a plane to Las Vegas grading the CRM strategy plans of a Nigerian mobile phone company for a course he taught in Singapore produced by a training company in Shanghai. Sterne is the author of 12 books on online marketing and analytics including his latest, “Artificial Intelligence for Marketing: Practical Applications” (Wiley, August, 2017)

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