The Modern Marketer’s Playbook: From Automation to Gen AI Mastery
Time: 9am – 1pm (GMT+8)
Location: Virtual
Overview
In this 4-hour masterclass – The Modern Marketer’s Playbook: From Automation to Gen AI Mastery – marketers will learn how to leverage marketing technology (martech) to optimise their campaigns, automate processes, make data-driven decisions, and incorporate cutting-edge AI tools into their martech stack.
Whether you’re considering building or buying tools, or want to stay ahead of the curve by integrating generative AI, this course provides actionable strategies for success. Participants will leave with a clear understanding of how to implement and optimise their martech stack for efficiency, personalisation, and long-term business growth.
Key Learning Outcomes:
- Understand what Martech is and why it’s crucial for modern marketing.
- Familiarise with the various tools in a martech stack and their purposes.
- Learn how to choose the right tools and how to integrate them effectively.
- Recognise the challenges of martech implementation, including compliance and data privacy concerns.
- Learn how marketing automation can improve efficiency, scalability, and lead nurturing.
- Understand how CRM systems support customer journey mapping and enable personalisation.
- Explore practical examples of setting up marketing automation workflows and integrating CRM tools.
- Gain insights into the importance of data in driving marketing decisions.
- Learn how to track, measure, and optimise marketing efforts using analytics tools.
- Understand predictive analytics and multi-touch attribution models for ROI optimisation.
Who should attend
- Marketing Managers/Directors looking to integrate advanced martech tools into their teams.
- Marketing Operations Professionals aiming to streamline and automate processes.
- CMOs and Business Leaders seeking to understand how martech can drive ROI and competitive advantage.
About the Trainer
Yak Yih Cheng “YC”
Marketing Consultant
YC has spent 20 years helping brands across Asia grow through customer experience, data and marketing technology, working with retail, F&B, automotive and insurance clients to uncover new revenue sources, design CRM and contact strategies, and improve conversion.
He is fractional AI Experience Architect at a brand marketing AI startup, designing new features and helping clients put AI to work on real marketing problems rather than demos.
Active in the startup scene, YC has mentored 250+ startups over five years on value proposition design, pitch narrative, deck design and sustainability systems, and teaches Digital Marketing Transformation and Data Storytelling at NTU's Master of Media and Communications programme.
An avid LEGO fan, he uses the LEGO® SERIOUS PLAY® method to help clients work through complex business problems by building them.
Agenda
Key sessions:
- The key components of a martech stack (CRM, automation, analytics, AdTech, etc.).
- Common challenges in martech implementation: integration issues, team adoption, and data privacy concerns (GDPR, CCPA).
- Core features of marketing automation: workflow automation, lead scoring, and multi-channel management.
- CRM systems overview: Salesforce, Zoho, etc., and their role in customer journey mapping.
- Best practices for integrating CRM and marketing automation for seamless campaigns.
- Tools for marketing analytics: Google Analytics, Adobe Analytics, Amplitude and others.
- Customer Data Platforms, Data Lakehouse and how they are changing the marketing tech stack
- Introduction to AI-powered predictive analytics: using machine learning to forecast customer behaviour.
- Buy vs. Build: Making the right martech investment decision
- Incorporating generative AI into your martech stack
- Enabling marketing operations with AI
Please contact
Masterclass Registration Team
Tel: +65 6692 9031
lhds@lighthousemedia.com.sg
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*9% GST applies for Singapore-based companies and individuals.
**Group discounts applicable.
***This course is HRDC claimable (under SBL scheme), up to allowable cost per matrix, for Malaysian-based companies.
****The mode of delivery for this virtual class is Zoom. Joining details will be shared nearer to the masterclass.
- All bookings are final.
- Should you be unable to attend, a substitute delegate is welcome at no extra charge.
- MI Masterclass Series cannot provide any refunds for cancellations.
- MI Masterclass Series reserves the rights to alter the programme without notice, including the substitution, amendment or cancellation of trainers and/or topics.
- MI Masterclass Series is not responsible for any loss or damage as a result of a substitution, alteration, postponement or cancellation of the event.