Hacking Future 101: Creative Ways to Transform Lead Generation with Machine Learning

Skill Level

Advanced

Learning Track

Tech

AutomationsFeatures & Functions

Machine learning is all the rage in B2B marketing. That’s because it unlocks opportunities to connect with clients and prospects in the right place and at the perfect time.

In this session, you’ll begin your machine learning journey by learning how to:

Use data and machine learning to increase the impact of your marketing programs.
Segment your customers in conditions of scattered or missing data.
Improve customer targeting and campaign response with machine learning capabilities.
Leverage Natural Language Processing to boost your email open rates.
Use machine learning to create personalized content recommendation for email campaigns.

About the Author

Sujata

Karan

Marketing Performance & Analytics Manager

Wärtsilä Corporation

Sujata Karan has been an analytics professional for 9 years, with current focus on creating marketing measurability framework that analyses performance of different assets, channels and campaigns. She is currently associated with a Finnish industrial conglomerate Wärtsilä as a lead marketing performance analyst. Prior to this, she was working with Colgate-Palmolive where she led multiple analytics projects. Sujata holds an MBA in marketing from ICFAI Business School, India and has recently completed a nano-degree in machine learning from Udacity. With her keen interest and a knack for technology, she has leveraged it to improve marketing efficiency with machine learning powered campaigns.

Alexandra

Novikova

Marketing Development Manager

Wartsila Corporation

Alexandra Novikova is an expert in data-driven UX with a focus on delivering excellent customer experience together with solid business results. She holds a degree in Business IT and has pursued additional qualification in UX Design (Glasgow Caledonian University). Alexandra leads a Development function at the Finnish industrial conglomerate Wärtsilä and has a proven track record of successfully delivering digital projects with exceptional balance between business value and great user experience. Her comprehensive background in business, IT and UX gives her a helicopter view for spotting unique development opportunities in any digital field. Recently she has taken an interest into utilizing Machine Learning within UX to validate the connection between great customer experience and increased business revenue.