Generative AI lets marketing teams produce hundreds of ads, emails, and landing pages, but few can prove which ones drive revenue. In this Specialization, you will design A/B tests and measurement plans for AI creative, compare attribution models, measure incremental lift with holdout and geo experiments, estimate ROI with uplift models and marketing mix modeling, and build Google Sheets dashboards, automated data checks, and alerts. You will finish with a repeatable workflow that turns AI creative results into confident decisions about what to ship, scale, or retire.
Applied Learning Project
Across three courses, you will build portfolio-ready projects from realistic AI campaign data, including a measurement plan and A/B test brief, an attribution comparison report, an incrementality study and ROI scorecard, and a creative performance dashboard with automated quality checks and alert rules. Each project mirrors a real decision marketing teams face when they scale AI-generated creative.
