Strategic Data-Driven Marketing

Optimize marketing performance and return on marketing investment

Taking a distinctively differentiated approach to strategic marketing, this program presents a holistic view of how to define, design and launch a tailored, data-driven marketing strategy taking into account every dimension from branding, campaign management, marketing metrics and analytics to technology management, change management and finance.

In a collaborative learning environment guided by our expert faculty of thought leaders and experienced practitioners, you’ll explore how to measure marketing ROI, justify marketing spending and maximize marketing impact in both B2C and B2B organizations. You’ll learn to optimize Internet marketing, adopt best practices for customer life cycle management and implement state-of-the-art segmentation techniques. You’ll leave prepared to optimize your marketing performance and demonstrate ROI with confidence.

Note: The April 2017 program will be held at Kellogg's downtown Chicago campus, Wieboldt Hall, located at 340 E. Superior Street. The April 2017 program fee includes classroom instruction, program materials, breakfast, lunch and coffee breaks. Accommodations are not included.

Insight and Analytics Week
Combine this program with our Customer Insight Tools program during Kellogg’s immersive Insight and Analytics Week. When taken consecutively, these programs are offered at a discount.

Mark Jeffery / Academic Director


Personal Consultation

Please email or call us if you would like a personal consultation

Who Should Attend

  • Mid-level and senior executives in marketing, sales and customer service
  • Executives in IT and operations who support data-driven marketing efforts
  • Individuals from firms that interact directly with customers, as well as firms that rely on partners for customer interaction
  • Strongly encouraged: participation from teams spanning different functional areas in the same organization

Key Benefits

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

Program Content

Defining the Data-Driven Marketing Strategy

  • Gain access to invaluable Kellogg research, including a data-driven marketing survey on best practices that encompasses 252 firms and $53 billion in annual marketing spending
  • Discuss data-driven marketing strategy framework and best practice case examples
  • Overcome the five obstacles to data-driven marketing

Return on Marketing Investment (ROMI) for Management Decisions

  • Link the customer purchasing cycle to metrics
  • Identify 15 essential marketing metrics
  • Learn finance for marketers
  • Engage in 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

  • Assess website and impression advertising effectiveness plus optimizing sponsored search
  • Explore the power of word-of-mouth (WOM) social media marketing engagement

Analytic Marketing

  • Apply data mining and analytic segmentation for results
  • Engage in hands-on experiential learning with analytics software
  • Explore case exercises: analysis of pharmaceutical sales data and hypersegmentation in banking

Infrastructure for Data-Driven Marketing

  • Identify the pitfalls of data-driven marketing IT projects
  • Create a collaborative marketing and IT relationship


Mark Jeffery - Academic Director; Adjunct Professor of Executive Programs

Russell Walker - Clinical Professor of Managerial Economics & Decision Sciences


Spring 2017 Program Location
The Spring 2017 program 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
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)

What Participants Say

“This opportunity allowed me to get out of the day-to-day grind, and open my mind to new ideas and learning, exposure to a very diverse group of people and business. A really great experience.”
Director of Marketing, Spacesaver Corporation

“The [program] provided a great framework on how to turn data into insights and [to] translate this into targeted marketing activities for your most profitable customers!”
Chief Marketing Officer, Puxchange

“...very energizing training - sometimes during the program I simply wished I could jump back to my office in the company and start implementing [the] new ideas with my people.”
Head of Product Marketing, Iskratel

Upcoming Sessions

April 5-7, 2017

Start: April 5 at 8:30 AM

End: April 7 at 3:00 PM

LOCATION: Chicago campus


Fee does not include accommodations.

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208