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Strategic Data-Driven Marketing

The 15 Essential Marketing Metrics

Professor Mark JefferyThis program inspires senior marketing and IT executives to design and implement successful data-driven marketing strategies for their organizations. Representing a fundamentally different approach to marketing, the program presents a holistic view of data-driven marketing by including concepts from branding, campaign management, marketing metrics, marketing analytics, technology management, change management and finance.

The program uses a collaborative learning environment to teach participants how to measure marketing return on investment, justify marketing spending, maximize marketing impact in consumer as well as business-to-business settings, optimize internet marketing, best practices for customer lifecycle management and state-of-the-art segmentation techniques.

The course is based upon original Kellogg School research of 250 firms capturing $53 billion in annual marketing spending. The related book Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, by Prof. Mark Jeffery, was the co-winner of the Berry-American Marketing Association best book award in 2011.

You may combine this program with Customer Insight Tools to participate in Insight and Analytics Week. When taken consecutively, these programs are offered together at a discounted price. Combining the programs provides participants with a comprehensive toolkit of best practices for both quantitative and qualitative based marketing strategies.
Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
September 25-27, 2013 $6,300 Apply
April 6-9, 2014 $6,300 Apply

Program Materials

This program is designed for middle- and senior-level executives in marketing, sales, and customer service, as well as executives in IT and operations who support data-driven marketing efforts. Participation of teams spanning different functional areas from the same organization is strongly encouraged. The program is relevant for firms that interact directly with customers, as well as firms that rely on partners for customer interaction.
In this program, you will learn to:
  1. Define a data-driven marketing strategy
  2. Radically improve campaign performance using the 15 essential marketing metrics
  3. Quantify Return on Investment (ROI) of marketing initiatives
  4. Optimize Internet marketing, sponsored search and social media campaigns
  5. Make strategic decisions based upon customer lifetime value
  6. Use data-mining tools for executive marketing decisions
  7. Ask IT the right questions for successful deployment
  8. Become a data creator and use data for strategic advantage
Defining the Data-Driven Marketing Strategy
  1. Kellogg research: Survey of 252 firms capturing $53 billion in annual marketing spending on data-driven marketing best practices
  2. Data-driven marketing strategy framework and best practice case examples
  3. Overcoming the five obstacles to data-driven marketing
Return on Marketing Investment (ROMI) for Management Decisions
  1. Linking the customer purchasing cycle to metrics:
  2. The 15 Essential Marketing Metrics
  3. Finance for Marketers
  4. Case exercises: measuring & improving brand awareness, customer satisfaction and loyalty marketing, financial ROMI for campaign and new product launch marketing
Internet Marketing Metrics and Optimization
  1. Website and impression advertising effectiveness plus optimizing sponsored search
  2. Word of mouth (WOM) social media marketing engagement

 Analytic Marketing

  1. Applying data-mining and analytic segmentation for results
  2. Hands-on experiential learning with SAS JMP
  3. Case exercises: Pharmaceutical sales data analysis and hyper segmentation in banking
Infrastructure for Data-Driven Marketing
  1. The pitfalls of data-driven marketing IT projects
  2. Creating a collaborative marketing and IT relationship
Mark Jeffery - Academic Director; Senior Lecturer of Executive Programs

Russell Walker - Clinical Associate Professor of Managerial Economics & Decision Sciences; Associate Director of the Zell Center for Risk Management

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