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Strategic Data-Driven Marketing

Optimize Marketing Performance and Return on Marketing Investment (ROMI)

Professor Mark JefferyEngaging, practical and cutting-edge, this program will inspire you to design and implement data-driven marketing strategies for your organization. Representing a fundamentally different approach to marketing, the program presents a holistic view of data-driven marketing by including concepts from branding, campaign management, marketing metrics, marketing analytics, technology management, change management and finance.
 
In a collaborative learning environment, you will learn how to measure marketing ROI, justify marketing spending, maximize marketing impact in consumer and business-to-business settings, optimize Internet marketing, adopt best practices for customer lifecycle management and implement state-of-the-art segmentation techniques. Other topics include simplifying data analysis, future trends in marketing, value-based marketing, search-engine marketing and more.

Note: The September 2014 program will be held at Kellogg's downtown Chicago campus, Wieboldt Hall, located at 340 E. Superior Street.
The September 2014 program fee includes classroom instruction, program materials, breakfast, lunch and coffee breaks. Accommodations are not included.
Upcoming Sessions
Session Date Cost
September 15-18, 2014-Chicago Campus $5,800 Apply

Program Materials

  1. Middle- and senior-level executives in marketing, sales and customer service
  2. Executives in IT and operations who support data-driven marketing efforts
  3. Individuals from firms that interact directly with customers, as well as firms that rely on partners for customer interaction
  4. Strongly encouraged: participation from teams spanning different functional areas in the same organization
In this program, you will learn to:

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

Defining the Data-Driven Marketing Strategy

  1. Kellogg research: Survey of 252 firms capturing $53 billion in annual marketing spending on data-driven marketing best practices
  2. Data-driven marketing strategy framework and best practice case examples
  3. Overcoming the five obstacles to data-driven marketing


Return on Marketing Investment (ROMI) for Management Decisions

  1. Linking the customer purchasing cycle to metrics
  2. 15 essential marketing metrics
  3. Finance for marketers
  4. 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

  1. Website and impression advertising effectiveness plus optimizing sponsored search
  2. Word of mouth (WOM) social media marketing engagement


Analytic Marketing

  1. Applying data-mining and analytic segmentation for results
  2. Hands-on experiential learning with SAS JMP
  3. Case exercises: analysis of pharmaceutical sales data and hypersegmentation in banking


Infrastructure for Data-Driven Marketing

  1. The pitfalls of data-driven marketing IT projects
  2. Creating a collaborative marketing and IT relationship
Mark Jeffery - Academic Director; Senior Lecturer of Executive Programs

Russell Walker - Clinical Associate Professor of Managerial Economics & Decision Sciences

September 2014 Location
The September 2014 Class 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
Kellogg Conference Center
340 East Superior Street
Maps and Directions

Suggested Accommodations

Avenue Hotel Chicago
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)

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