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Insight and Analytics Week

You may combine Customer Insight Tools: Turning Insight into Effective Marketing Strategies with Strategic Data-Driven Marketing to participate in Insight and Analytics Week. When taken consecutively, these programs are offered together at a discounted price. Combining the programs provides participants with a comprehensive toolkit of best practices for both quantitative and qualitative based marketing strategies.

Customer Insight Tools: Turning Insight into Effective Marketing Strategies
Provides decision makers with the skills to understand market research tools and unlock customer insights from the data generated by market research. Helps both B-to-B and B-to-C companies understand how the right blend of qualitative and quantitative tools can be used to gain powerful, valuable insights into customer needs and perceptions.

Strategic Data-Driven Marketing
Inspires senior marketing and IT executives to design and implement successful data-driven marketing strategies for their organizations. Representing a fundamentally different approach to marketing, the program presents a holistic view of data-driven marketing by including concepts from marketing analytics, technology management, change management and finance.

Upcoming Sessions

  • Apply Online
    April 2-7, 2017
    Combined program fee does not include accommodations.
Who Should Attend
  1. Executives making decisions based upon market research
  2. Managers who conduct market research
  3. Both B-to-B and B-to-C

Key Benefits

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

Who Should Attend

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

Key Benefits

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

Mark Jeffery - Academic Director; Adjunct Professor of Executive Programs

Robert Schieffer - Academic Director; Adjunct Professor of Marketing

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 Associate Professor of Executive Education; Associate Director of the Kellogg Markets & Customers Initiative (KMCI)

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

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

Class Location
The 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

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)

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LEARN ABOUT | Negotiation | Leadership | Brand Management | Data Analytics

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