Today’s marketing professionals are expected to use data to make strong marketing decisions — from promotion targeting to campaign optimization to pricing improvements. There is a wealth of tools available for generating data, however, navigating these choices can be daunting without understanding how to drive insights. This program will provide participants with a foundational skill set that can be used across marketing contexts, data sources, and technologies to drive better business outcomes.
In this program, participants will learn how to improve marketing performance using the right data. Through lectures and interactive discussions with faculty, participants will understand how to define what questions can be answered through analytics, differentiate big data and good data, and apply them throughout the entire customer journey. Participants will come away with a framework to holistically evaluate data’s impact on customer insights.
Learn how analytics informs the entire customer journey
This program is designed to give professionals at all levels a working understanding of marketing analytics to deliver better business results.
The marketing analytics framework
How to make better advertising decisions and measure digital ROI
Methods for predicting prospective customer behavior and managing customer churn
Strategies for growing your customer base
Brett Gordon - Academic Director; Associate Professor of Marketing
Blake McShane - Academic Director; Associate Professor of Marketing
Joel K. Shapiro - Academic Director; Clinical Associate Professor and Executive Director for the Program on Data Analytics at Kellogg
John C. Parker - Clinical Assistant Professor of Executive Education; Senior Program Director of Executive Education
“The skills required for marketing decision-makers to succeed has fundamentally changed over the last 10 years. Marketing used to be considered a ‘soft’ discipline where creativity and intuition were the most important attributes. Those days are over. Today, a rigorous marketing analytics skill set is what distinguishes the high performers in marketing careers.”
Brett Gordon, Academic Director
Please email or call us if you would like a personal consultation