“Creating value from data” was at the core of guest speaker Dr. Stefanie Seifert’s (Head of Analytics, PIA DYMATRIX) sharing session on the use of ML and AI in marketing. She segmented the presentation into the application of AI/ML in marketing and the use of AI/ML for strategic planning.
In the application section, Dr. Seifert deployed an example customer to illustrate the various scenarios where AI can enhance the customer’s end user experience as well as automate and optimize some customer processes, thereby adding value to its customers’ businesses. One instance being customer lifetime value calculation, which rather interestingly could also contribute to psychology research in human behaviour prediction.
On the other end, she spoke about the use of AI and ML to support concepts such as personas, clusters and segments to contribute to strategic planning for an organization. Real-time analytics allow for a more dynamic and robust strategy formation, consequently translating to quicker operational adoption.
The session was kept interactive with questions and answers in between Dr. Seifert’s presentation.

The HSPF MBA would like to extend our gratitude to Dr. Seifert for dropping by and engaging our students!

text and picture: Michelle Ahras, Class of 2023