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Strategic Data-Driven Marketing

Optimize Marketing Performance and Return on Marketing Investment (ROMI)

Professor Mark JefferyEngaging, practical and cutting-edge, this program will inspire you to design and implement data-driven marketing strategies for your organization. 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.
In a collaborative learning environment, you will learn how to measure marketing ROI, justify marketing spending, maximize marketing impact in consumer and business-to-business settings, optimize Internet marketing, adopt best practices for customer lifecycle management and implement state-of-the-art segmentation techniques. Other topics include simplifying data analysis, future trends in marketing, value-based marketing, and search-engine marketing.

Note: The October 2015 program will be held at Kellogg's downtown Chicago campus, Wieboldt Hall, located at 340 E. Superior Street.
The October 2015 program fee includes classroom instruction, program materials, breakfast, lunch and coffee breaks. Accommodations are not included.

Insight and Analytics Week
You may combine this program with our Customer Insight Tools program to participate in Insight and Analytics Week. When taken consecutively, these programs are offered at a discount.
Download a Brochure

Upcoming Sessions

  • Apply Online
    October 7-9, 2015
    Fee does not include accommodations.
  • Apply Online
    April 6-8, 2016
    Fee does not include accommodations.
  1. Mid- and senior-level executives in marketing, sales and customer service
  2. Executives in IT and operations who support data-driven marketing efforts
  3. Individuals from firms that interact directly with customers, as well as firms that rely on partners for customer interaction
  4. Strongly encouraged: participation from teams spanning different functional areas in the same organization
In this program, you will learn to:

  1. Define, design and launch a data-driven marketing strategy
  2. Radically improve campaign performance using 15 essential marketing metrics
  3. Quantify ROI of marketing initiatives
  4. Optimize Internet marketing, sponsored search and social media campaigns
  5. Make strategic decisions based on customer lifetime value
  6. Ask IT the right questions for successful deployment

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. Fifteen essential marketing metrics
  3. Finance for marketers
  4. Case exercises: measuring and 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 analytics software
  3. Case exercises: analysis of pharmaceutical sales data and hypersegmentation 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; Adjunct Professor of Executive Programs

Kelly Cook - Executive Vice President and Chief Marketing Officer, DSW Inc.

Russell Walker - Clinical Associate Professor of Managerial Economics & Decision Sciences

Fall 2015 Class Location
The Fall 2015 class will be held at Kellogg's downtown Chicago Campus. The program fee includes classroom instruction, program materials, breakfast, lunch and coffee breaks. Accommodations are not included.

Wieboldt Hall
Kellogg Conference Center
340 East Superior Street
Maps and Directions

Suggested Accommodations

Hampton Inn Chicago Downtown/Magnificent Mile
160 E. Huron Street
Tel: 312-787-2900
(special Northwestern rate depending on room availability; rooms are not blocked) 

The Mile North Hotel
166 E. Superior Street
Tel: 866-980-9717 
(special Northwestern rate depending on room availability; rooms are not blocked)

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LEARN ABOUT | Negotiation | Leadership | Brand Management | Data Analytics

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