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.

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 and digital analytics.

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

You thought Machine Learning changed the playing field? Just wait until your business stakeholders get their hands on Generative AI. That will change the game.

We will cover/ You will learn

• What is Generative AI Really?
• Common + Technical Applications for Generative AI
• Prompt Engineering
• Top Tips for Prompt Design
• Regex, dataLayers, SQL
• The Secret to Success with Generative AI
• Q&A/Exercises

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

Instructors

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)

Ryan Levander, Founder + Head of Analytics, Rednavel

Technical Marketer with a background in Measurement (7 years) and CRO (4 years) for SaaS and E-commerce companies. Solo Consultant now with a CRO team to help businesses learn and grow. Certified Measurement Marketer, Online Influence Institute, Convert Agency Partner, altMBA recent graduate. Writes for Supermetrics and Convert. Creates courses (GA 4 for SEOs) for Traffic Think Tank, MeasurementMarketing.io (GSC Masterclass and Qualitative Research Fundamentals for CRO).