Today's marketing professionals are expected to use data to make better marketing decisions, relying on a vast array of tools, technologies, vendors and agencies that claim to help them generate actionable insight. Unfortunately, many of these options are proprietary and non-transparent, requiring that marketers accept their recommendations on faith. They also often value big data at the expense of good data, leading to poor decision-making.
This program teaches advanced marketing professionals the core skills necessary to be effective data-driven decision-makers: how to define what questions can and cannot be answered by marketing analytics, how to tell good from bad analytics, and how to rigorously and confidently move from analytics to action. We provide examples across the whole customer journey — from awareness and consideration to acquisition and development to retention and advocacy. In this way, we also teach today’s marketing professionals how to evaluate and more effectively extract value from tools, vendors and agencies.
Learn how analytics informs the entire customer journey
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