Analytics for Better Marketing Decisions

Create a framework for measuring your marketing strategy

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

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


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

2018 Sessions

June 11-13, 2018

Start: June 11 at 8:30 AM

End: June 13 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

November 12-14, 2018

Start: November 12 at 8:30 AM

End: November 14 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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