CE.A.I. Centre for AI Innovation
Global AI Centre of Excellence

Business · Finance, Capital & Value Creation

Marketing Without Guesswork

Attribution, experimentation and high-return media spending

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Course code
B-024
Directory
Top 100 Business
Cluster
Finance, Capital & Value Creation
Dates and fees
On enquiry

Delivered as an open programme or in-house for your organisation.

Why this matters now

AI adoption reached 88% of surveyed organisations in 2025; 70% used generative AI in at least one business function. This is a significant global signal for leaders responsible for marketing investment allocation: the costs of delayed decisions, fragmented data and reactive management are rising as AI changes the speed of competition. This programme focuses specifically on marketing Without Guesswork, connecting these external pressures to the choices senior business leaders must make about capital, customers, talent and competitive positioning.

The executive agenda examines how attribution, experimentation and high-return media spending. Participants distinguish genuine market signals from hype, evaluate where existing operating models underperform and explore the economic, technological and organisational constraints on change. The emphasis is on decisions that can be tested, funded and implemented, rather than technology demonstrations without commercial outcomes.

Working through cross-sector scenarios, participants assess opportunity size, data readiness, execution risks and stakeholder incentives. Applied AI tools support diagnosis, forecasts, option comparison and prescriptive recommendations, with critical human review. Each participant develops a concise 90-day action roadmap, performance indicators and an executive presentation suitable for management or board discussion.

Five key topics

  1. Emerging global shifts and competitive signals reshaping marketing Without Guesswork.
  2. AI-enabled market diagnosis, forecasting and evidence-based choices for finance, capital & value creation.
  3. Commercial strategy, execution economics, governance, KPIs and a practical 90-day roadmap.
  4. Case Studies / Use Cases: compare realistic business situations, decision alternatives and implementation lessons without naming organisations.
  5. Hands-On AI Expert Tools: apply diagnostic, predictive and prescriptive tools to priority issues, followed by presentations and discussion.

Five key benefits

  1. Identify early opportunities and threats affecting marketing Without Guesswork before they become urgent operational or financial problems.
  2. Convert fragmented business evidence into clearer strategic options, measurable priorities and faster executive decision-making processes.
  3. Evaluate investments and trade-offs using AI-supported scenarios, transparent assumptions and practical financial or operating metrics.
  4. Strengthen cross-functional alignment by clarifying owners, delivery milestones, dependencies, governance requirements and implementation risks.
  5. Leave with a board-ready 90-day action plan, measurable outcomes and a defensible business case for change.

Who should attend

Leadership levels
Chief people officers; HR and organisational development directors; learning and talent managers.
Functional roles
line-of-business leaders; workforce planning and change management specialists.
Best suited to
Professionals accountable for decisions, budgets or execution relating to attribution, experimentation and high-return media spending.

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