AI Applications in Marketing and Finance

所在平台: Coursera

课程主页: https://www.coursera.org/learn/wharton-ai-applications-marketing-finance

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课程简介

课程名称：营销与金融中的AI应用 课程概述：本课程将让您了解如何利用AI驱动的应用来增强客户旅程并延长客户生命周期。您将学习如何通过分析消费者习惯来最大化目标市场的潜力，从而将营销定向于合适的人群。此外，课程还将探讨防欺诈、信用风险等话题，以及AI如何帮助应对保护消费者数据的挑战。您将了解如何利用监督学习和无监督学习的方法来增强欺诈检测方法。同时，您还将聆听数据分析、营销和防欺诈领域的行业专家的观点。课程结束时，您将对AI和机器学习在消费者习惯中的角色有深入理解，并懂得如何互动和分析信息，以提升业务的深度学习潜力。 课程大纲： 第一部分：模块1 - AI与客户旅程 在本模块中，您将深入了解AI在营销中的影响，以及它如何影响客户与组织及其产品的互动方式。了解AI如何颠覆零售业并转变数字时代的商业行为，同时探讨实施AI时可能遇到的隐私等风险和挑战。您将掌握AI如何影响客户行为，并学会利用AI优化业务表现。 第二部分：模块2 - 个性化 在本模块中，您将发现AI提升消费者体验的不同方式，深入了解个性化算法。学习像Pandora、Netflix和Amazon等公司如何应用这些算法，以及在实施推荐系统时可能面临的挑战。您还将聆听Poshmark的首席数据官Barkha Saxena的见解，了解如何利用数据为超过8000万用户创造个性化体验。最终，您将获得关于AI促进个性化和推动客户参与及留存的有效见解。 第三部分：模块3 - 财务 本模块将教授您如何利用AI系统减少欺诈。通过检视各种机器学习方法，您将学习如何使用KPIs和科学方法进行风险评估。还将探讨企业信用、贷款额度与可用信用之间的关系，以及信用评级的作用，了解模型与真实数据的使用，如何借助AI进行错误分析以避免成本高昂的失误。此模块将使您了解不同的风险评估方法，以及行业内数据在分析和预测信用评级中的应用。 第四部分：模块4 - 财务中的其他AI应用 在本模块中，您将聆听CyberSource (Visa) 的高级副总裁Carleigh Jaques和前谷歌AI垂直团队负责人Apoorv Saxena的访谈，获取国际大品牌如何利用AI为客户创造安全购物环境的深刻见解，并了解AI在数据驱动金融世界中的重要性。通过这些行业专家的第一手经验，您将获得有关风险管理与评估的宝贵知识，理解AI在打击数字欺诈中的核心作用。

课程大纲

Part: 1

Title:Module 1 – AI and the Customer Journey

Description:In this module, you will delve into the impact of AI in marketing, and how it affects how your customers interact with your organization and its offerings. You will learn about how AI is disrupting retail and transforming the way that we conduct business in the digital age. You will next discover the risks and challenges that you might encounter when trying to implement AI, such as privacy issues, and how to make the journey from interest to purchase a much shorter one. By the end of this module, you will have a firm understanding of how AI influences and also impact customer behavior, and how you can take advantage of the myriad of ways AI can be applied to support your business and align with your customers.

Part: 2

Title:Module 2 – Personalization

Description:In this module, you will discover different ways that AI can be applied to enhance the consumer experience. You will take a deep dive into the realm of personalization algorithms, and how they are utilized in companies such as Pandora, Netflix, and Amazon. Next, you will learn about the challenges that you can face when trying to implement these algorithms or recommendation systems. You will also hear from Barkha Saxena, Chief Data Office for Poshmark, and how she takes data provided by their over 80 million users to create a curated experience, but still allow their customers to discover new products and engage with buyers. By the end of this module, you would have gained valuable insight into how AI can enable personalization and in turn drive customer engagement and retention.

Part: 3

Title:Module 3 – Finance

Description:In this module, you will learn how to mitigate fraud using AI systems. By examining various machine learning methods, you will discover different ways to analyze risk assessment using KPIs and the scientific method. You will then learn about corporate credit and the relationship between money borrowed, the price and availability of credit, as well corporate credit ratings and why and how that rating translates to risk. Lastly, you will learn about using models versus real-world data, and how you can use AI to conduct error analysis to prevent costly miscalculations. By the end of this module, you will have a firm knowledge of different risk assessment methods, how data can be used to analyze and predict credit ratings, as well as the benefits and limitations of different applications used in the industry.

Part: 4

Title:Module 4 –Additional AI Applications in Finance

Description:In this module, you will hear from executives Carleigh Jaques, In this module, you will hear from executives Carleigh Jaques, SVP of CyberSource at Visa, and Apoorv Saxena, formerly the head of Google’s AI Verticals Team and was until recently the Global Head of AI at JPMorgan Chase. These interviews will allow you to get valuable insight into how major global brands utilize AI to create a secure shopping environment for their customers and clients, and how AI is instrumental in the data-driven world of finance. By the end of this module, you will have heard from top industry experts in their field and gained firsthand accounts of risk management and assessment and how AI is playing a more integral role in combating digital fraud.

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