Marketing Analytics for Decision-Makers

Create a framework for measuring your marketing strategy

Many organizations struggle with how to use data analytics to improve decision-making throughout the customer life cycle. In this program, you will gain an end-to-end perspective of how analytics applies across the customer journey, from awareness through retention. You will gain a foundation of data analytics with specific application to making important decisions about your marketing strategy.

With guidance from Kellogg’s expert faculty, which includes thought leaders and experienced marketing practitioners, you’ll be able to assess and understand how a variety of tools and methods can improve your decision-making process. You’ll come away fully equipped to measure your marketing tactics and drive growth for your organization.

Learn how analytics informs the entire customer journey

Who Should Attend

  • Mid-level managers of large organizations or senior executives of smaller organizations
  • Ideal for those managers in product management, brand management, digital marketing and sales
  • Anyone with responsibility for demand generation and revenue management

Key Benefits

  • Make better marketing decisions based on data analytics
  • Create effective marketing strategies through the use of rigorous tools and initiatives
  • Differentiate between what constitutes good and bad data
  • Design processes for ongoing data collection and analysis
  • Assess the strengths and limitations of common analytic methods
  • Communicate analytics results effectively

Program Content



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

What Participants Say

“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

Personal Consultation

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

Upcoming Sessions

November 13-17, 2017

Start: November 13 at 8:30 AM

End: November 17 at 12:00 PM

LOCATION: Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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