​This 8-hour course was created for any marketer or Consumer Insights professional who needs to:

• Understand how machine learning works and which machine learning methods are most effective for solving specific types of business issues
• Understand how to assess the quality and the effectiveness of machine learning solutions proposed by data scientists
• Learn how to apply data science based on real marketing cases where consumer understanding is crucial

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WHAT IS IN IT FOR CONSUMER INSIGHTS AND MARKETERS?
The Consumer Insights function is losing relevance as it is no longer the main point of contact for consumer information:

• More and more consumer information is stored in internal databases that are managed across various departments, including e-commerce, digital marketing, and various external databases.
• There is a huge range of public databases, syndicated data (Nielsen, GFK) and data brokers (Mintel, Euromonitor, Global Data, Statista, etc).
• As Consumer Insights do not sufficiently leverage these sources, and rely on traditional (more expensive) sources of consumer understanding, stakeholders increasingly turn to other departments for consumer information.

How can Consumer Insights increase its relevance for the business:

• As companies struggle linking and analyzing various data sources, they progressively employ machine learning tools delivered by data scientists.
• Data scientists usually lack the knowledge of the business context, and the ability to interpret data sources. They need guidance from business domain experts who know how to link business issues to data science methods.
• To properly manage a data scientist, an understanding of the methods and activities of the data scientist is required. If the Consumer Insights is able to do it, the function will increase its relevance and become a critical capability.

For Marketeers, mastering the principles of data science is indispensable of developing the data driven marketing capability
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Course Details:

• Duration 8 hours
• Cost:  200 euro per person
• No IT knowledge required, no programming​
• Based on real life cases
• Enables one to connect with Data Scientists and understand them
• Created for professionals grappling with real-life problems in business
• Authors have 50 years of collective experience in FMCG
• Certificate at completion
• The course is certified by the Dutch Association for Consumer Insights Professionals (MOA) and awards participants official educational credits for registered professionals 

Our online course for effectively steering Data science projects in business is a unique chance to understand the essence of machine learning and start immediately applying it in practice 

Additional information  or watch introduction video

Cost: 200 EUR per person​