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FutureBright Academy

Our Corporate Trainings

At FutureBright Academy, we offer training solutions tailored to your organization’s needs. You can review our training catalog below, and if you would like to receive information about solutions specific to your needs, you can contact us here.

Data Analytics & Segmentation Courses

Data Analytics & Segmentation Courses

Purpose and Benefit: Segmentation is one of the most widely used methods in marketing, brand management, and advertising. In recent years, it has been observed that traditional segmentation methods and approaches are insufficient in deeply understanding the rapidly changing and dynamically evolving new consumer. In this training, we explore how segmentation can be transformed using new data types and platforms. We examine how NLP, AI algorithms, Customer Experience mapping, and Motivation analysis can help identify more meaningful and profitable segments.

Content:

  1. Why Segmentation
  2. Understanding the Changing Consumer
  3. New Data and Platforms in Segmentation
  4. Experience and Customer Journey Segmentation
  5. Motivation, Emotion and Benefits
  6. Decision Steps Hierarchy
  7. Practical Cases and Examples

Duration: 3 hours (Basic) / 5 hours (In-depth)

Number of Participants: 10 – 30

Participant Profile: Participants working in Marketing, Research and Advertising, interested in segmentation

Format: Online (Zoom) or Offline (In-person)

A Journey Through the Data Ocean – Social Media Analytics for Managers

Purpose and Benefit: We will see how social media data, a treasure that is still underutilized, can be evaluated in depth and in different dimensions using Artificial Intelligence/Algorithms, going beyond standard-simple methods such as clicks and views, which do not provide much insight. With concrete and practical examples, we will learn how hundreds of thousands of photos, videos, and shares from platforms like Instagram, TikTok, Facebook, and Twitter can be used for better insights and predictions. Our aim is to show today’s marketing managers what they can do beyond their current imaginations with social media data and demonstrate the potential of this platform in understanding the customer in every aspect.

Content:

  1. Social Media Intelligence & Analytics
  2. What Do We Know / Use – Is It Enough?
  3. Going Beyond Imagination
  4. Artificial Intelligence (AI) and Social Media Analytics
  5. Social Media and Data Types
  6. Understanding Everything Shared in Every Aspect
  7. Looking Towards the Future & Predictive Social Media Analytics
  8. New Platforms, New Applications
  9. Case Study Exercises

Duration: 1.5 hours (overview) / 3 hours (basic) / 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Participants from marketing or other related fields who are thinking about how to best utilize social media data

Format: Online (Zoom) / Offline (Face-to-Face)

The Hidden Treasure: ‘Unstructured Data’

Purpose and Benefit: In this course, we will see how visual and auditory unstructured data, such as online customer and user reviews, complaints, and ratings, as well as photos, videos, and audio files shared on social media, customer service conversations, or online chat recordings, which are increasingly important today and are known to be even more effective than advertisements and other marketing mix components in influencing customer purchasing decisions in many sectors, can be effectively used in areas such as customer recognition, understanding, targeting, and product and service development, with practical and concrete examples.

Content:

  1. What is Unstructured Data?
  2. Video, Visual, Auditory, and Text Data
  3. Value and Importance
  4. Unstructured Data Sources and Platforms
  5. Using Unstructured Data
  6. NLP and Text Data Processing
  7. Machine Learning
  8. (AI) Visual and Audio Data Processing
  9. Practical Examples

Duration: 1.5 hours (overview) / 3 hours (basic) / 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Marketing managers who use and work with data

Format: Online (Zoom) / Offline (Face-to-Face)

Moments That Matter

Purpose and Benefit: In today’s multi-channel world, where customer experience is constantly evolving and enriching itself through a vast number of moments and experience points, understanding which moments (“moments that matter”) within the customer experience journey are valuable and more effective in terms of driving action, generating purchases, and making customers more active and loyal is a question that every marketing and brand/campaign manager is curious about today. In this training, we are looking for answers to the question of what our most valuable moments and channels are as a brand, from Conversion-Attribution and Conversion Lift models to Marketing and Media Mix (MMM) approaches and methods such as A/B Testing.

Content:

  1. Customer Journey and Experience
  2. Multiple Channels, Moments and Experience Points
  3. Is the Customer Journey Measurable?
  4. Conversion and Attribution in Digital Marketing
  5. Conversion Lift Models
  6. A/B Tests and Geographic-Temporal Models
  7. Artificial Intelligence (AI) in Customer Journey Analytics
  8. Practical Examples and Case Studies

Duration: 1.5 hours (overview) / 3 hours (basic) / 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Digital marketing managers interested in customer experience

Format: Online (Zoom) / Offline (In-person)

Data Privacy & Security – New Priorities in Marketing and Advertising

Purpose and Benefit: In recent years, personal data protection, privacy, anonymity, and consent-based use have become one of the most important issues in marketing and advertising worldwide and in Turkey, due to the laws, regulations, and restrictions implemented. This training focuses on helping marketing managers better understand this new era and transformation, examining which data platforms or sources can be used under what conditions and in what way. Consent (permission), Opt-in/Opt-out, Permission-Based Marketing, GDPR, and ITP/ETP are some of the other topics we will cover in this training, as they affect the accessibility of data.

Content:

  1. Personal Data Privacy and Data Protection
  2. Basic Concepts
  3. Permission and Permission-Based Marketing
  4. Click-Based Data, Cookies & ITP/ETP
  5. What’s Changing and What Will Change
  6. What Was Possible and What Is No Longer Possible
  7. What We Expect in the Near Future
  8. Accessing Customer Data in the Most Effective and In-Depth Way Within the New Legal Framework
  9. Practical Examples

Duration: 1.5 hours (at a glance) / 3 hours (basic)

Number of Participants: 10 – 30

Participant Profile: Managers who use or work with data

Format: Online (Zoom) / Offline (Face-to-Face)

Smart Marketing Journey - An AI Guide for Managers

Purpose and Benefit: Today, we are meeting to gain a general overview but also an in-depth understanding of the place and applications of artificial intelligence in today’s marketing, starting from the role of Artificial Intelligence (AI) and Algorithms in reaching and targeting customers and in marketing and advertising in general, to AI-based solutions that automatically process very large datasets such as photos, videos and texts, from recommendation algorithms to AI-based personalization and personalized advertising/content, and Chat GPT.

Content:

  1. Artificial Intelligence (AI) & Introduction to Algorithms
  2. Artificial Intelligence and Algorithms in Advertising, Consumer and Marketing Research
  3. Understanding and Using Big Data Sets
  4. Video, Photo and Text Data
  5. AI and Personalization
  6. AI and Recommender Algorithms
  7. AI and Personalization
  8. Chat GPT or Generative AI

Duration: 1.5 hours (overview) / 3 hours (basic) / 5 hours (in-depth)

Number of Participants: 10 – 30

Participant Profile: Marketing professionals interested in the subject

Format: Online (Zoom) / Offline (In-person)

Click here for solutions tailored to your organizational needs and to find out more!