Insight and Analytics Week

Strategic insights and a comprehensive toolkit for data-driven marketing

Combining these two highly focused programs will maximize your time with Kellogg and give you a solid grounding in data-driven marketing strategies from both a quantitative and a qualitative perspective.

Customer Insight Tools: Turning Insight into Effective Marketing Strategies

The all-star faculty we’ve gathered for this highly interactive program will equip and inspire you to use customer insight to position your organization ahead of the pack. Whether you’re a B2B or B2C business, you’ll learn how to ask the right questions — and make the right decisions — for crafting a winning marketing strategy and gaining a sustainable competitive advantage.

Strategic Data-Driven Marketing

Taking a distinctively differentiated approach to strategic marketing, this program presents a holistic view of how to define, design and launch a custom-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.

Turn numbers into action


Customer Insight Tools

Who Should Attend

  • Executives making decisions based upon market research
  • Managers who conduct market research
  • Both B-to-B and B-to-C

Key Benefits

  • Understand the importance of a customer insight-driven business strategy
  • Develop an insightful relationship with customers by understanding their rational and emotional needs
  • Understand the role of ethnography in developing new customer insights
  • Understand when you should trust a marketing research study and when you should be cautious
  • Obtain more accurate forecasts for new products
  • Gain maximum value from your market research expenditures

Strategic Data-Driven Marketing

Who Should Attend

  • Mid and senior-level executives in marketing, sales, and customer service
  • IT and Operations executives who support data-driven marketing efforts
  • Firms that interact directly with customers and firms that rely on partners for customer interaction

Key Benefits

  • Define a data-driven marketing strategy
  • Radically improve campaign performance using the 15 essential marketing metrics
  • Quantify Return on Investment (ROI) of marketing initiatives
  • Optimize Internet marketing, sponsored search and social media campaigns
  • Make strategic decisions based upon customer lifetime value
  • Use data-mining tools for executive marketing decisions
  • Ask IT the right questions for successful deployment
  • Become a data creator and use data for strategic advantage


Robert Schieffer - Academic Director; Adjunct Professor of Executive Education

Mark Jeffery - Academic Director; Adjunct Professor of Executive Programs

Eric T Anderson - Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice

Lisa A Fortini-Campbell - Adjunct Professor of Executive Education

Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing

Susan Lazar - Founder, The Lazar Group

Angela Lee - Mechthild Esser Nemmers Professor of Marketing; Chair of Marketing Department

Eric Leininger - Clinical Professor of Executive Education

Mohanbir Sawhney - McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

Russell Walker - Clinical Professor of Managerial Economics & Decision Sciences


Program Location
The 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

Customer Insight Tools: A great program to learn the most up-to-date tools to get customer insight and transform into marketing strategies. Clear explanation and easy to understand, even for the professional without market research background.

Strategic Data-Driven Marketing: ...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.

Personal Consultation

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

Upcoming Sessions

April 2-7, 2017

Start: April 2 at 12:00 PM

End: April 7 at 3:00 PM

LOCATION: Chicago campus


Combined program fee does not include accommodations.

Kellogg School of Management

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