Today's marketing management professionals are expected to use data to make better marketing analytics decisions - from promotion targeting to campaign optimization to pricing improvements – while relying on a vast array of tools and technologies from vendors and agencies with a goal of generating actionable insight. However, navigating these choices can be daunting due to the sheer breadth of available options and a lack of transparency about how insights are generated. This program will help participants succeed in today’s data-driven culture by providing a foundational skill set that can be used across marketing contexts, data sources and technologies in order to drive better business outcomes.
In this program you will learn how to improve marketing performance through a range of core marketing data analytics skills, define what questions can and cannot be answered by analytics, identify good from bad analytics, and confidently move from analytics to action. Using examples from across the customer journey, you will discover how to differentiate between big data and good data, ensuring a holistic view of the customer and relevant insights. You will come away with an understanding of how to evaluate and more effectively extract value from tools, vendors and agencies.
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.
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