From direction to pilot
How can AI-assisted analyses be translated into marketing decisions and a measurable pilot campaign?
3500 € per session, excl. VAT
In short
Two days, comprising 14 hours excluding breaks, to design an AI-enhanced marketing strategy based on verifiable data. You build a campaign prototype, assess AI contributions and formalise a pilot plan: responsibilities, resources, editorial checks and indicators. The result remains a testable approach, without full-scale deployment.
Why this training?
Producing more generated content does not constitute a strategy: teams must connect market understanding, the value proposition and resource allocation. An appealing but unsubstantiated recommendation can divert efforts away from the priority segment. Generative AI makes it possible to explore scenarios and prepare variants. The training frames these contributions through evidence, human judgement and a measurement protocol that distinguishes editorial quality, commercial performance and uncertainty. Running case study: Nacre Bureau, a fictitious organisation offering subscriptions for business supplies, is preparing an offering for small businesses. Its case file brings together fictitious interviews, simulated campaign performance data and budget constraints. The task is to select a target audience, defend a positioning and prepare a multichannel pilot. Transfer to the workplace: Following internal validation, adapt the case file to a real offering, obtain approval for the data that may be used and launch a limited pilot. Arrange a review of the results before expanding channels or spending.
Objectives of this training
- Assess a marketing opportunity using vetted sources
- Compare targeting and positioning scenarios
- Prototype a coherent campaign across two channels
- Define responsibilities and checks for the AI-enhanced process
- Develop a pilot protocol with decision criteria
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Senior management and marketing managers responsible for strategic direction and budgets
- Acquisition, CRM or product managers leading cross-functional campaigns
Prior skills
- Have a sound grasp of the fundamentals of positioning, the customer journey and marketing indicators
- Use a generative assistant and verify its responses
- Be able to analyse a campaign performance table
What you will work on
Frame the marketing decision
Objective: Define the opportunity and the scope of the pilot. Commercial objective, constraints, decisions that can be delegated and exclusions.
Assess the evidence
Objective: Separate findings, interpretations and gaps. Provenance, anonymisation, bias and verification of generated summaries.
Develop the strategic options
Objective: Compare target audience–positioning combinations. Customer needs, differentiation and consistency with the offering.
Determine resource allocation
Objective: Select a feasible option. Prioritisation, editorial capacity, notional budget and dependencies.
Design the pilot customer journey
Objective: Connect messages, channels and conversion. Journey stages, calls to action and friction points.
Produce the prototype
Objective: Give concrete form to the strategic choices. Briefs for generative AI, brand constraints and comparable variants.
Check the content produced
Objective: Assess quality before distribution. Accuracy, consistency, accessibility and commercial promises.
Organise oversight
Objective: Assign responsibility for decisions and validations. Responsibilities for marketing, data and compliance; version traceability.
Design the measurement approach
Objective: Make the pilot results interpretable. Baseline comparison, controlled variables, attribution and insufficient volumes.
Make the case for a limited launch
Objective: Submit a coherent pilot dossier. Milestones, resources, risks and review of results.
What you take away
- Strategy note with sources and a decision matrix
- Campaign prototype across two channels
- Production and human validation workflow
- Pilot dossier: resources, schedule, measurement table and decisions
Method and assessment
- Short instructional sessions followed by immediate practice on the case study used throughout.
- Individual work followed by work in pairs, with peer review of the outputs.
- Facilitated group discussion: what works, what needs correcting and what remains a human decision.
- Preparation: Prepare a fictitious or anonymised brief: offering, target audience, constraints and available indicators Check which tools are authorised by the organisation and the rules for data transmission
Observable criteria: Every strategic choice refers to a source or an explicitly identified assumption; The variants adhere to the positioning and contain no unsubstantiated promises; Every AI-assisted step has a documented owner and check; Every indicator includes a definition, source, frequency and limitation on interpretation; The pilot specifies the comparison, stopping conditions and conditions for expansion.
Frequently asked questions
Will a campaign actually be launched?
No, the two days result in a prototype and a pilot plan.
What data is used?
Fictitious or anonymised cases, exclusively within tools authorised by the organisation.
Does AI choose the strategy?
AI proposes options; participants make the decisions based on evidence and constraints.
Can conclusions be drawn with few conversions?
Not automatically: the protocol makes uncertainty explicit and may recommend extending the observation period.
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