Executive Education Programs Program Information


Kellogg School of Management - USA

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  Strategic Data-Driven Marketing

Strategic Data-Driven Marketing
Optimize Marketing Performance and Return on Marketing Investment (ROMI)

Engaging, 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.

You may combine this program with Customer Insight Tools 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.

Upcoming Sessions (Fee includes lodging and most meals)
April 6-9, 2014 $6,300

Who Should Attend
-Middle- and senior-level executives in marketing, sales and customer service
-Executives in IT and operations who support data-driven marketing efforts
-Individuals from firms that interact directly with customers, as well as firms that rely on partners for customer interaction
-Strongly encouraged: participation from teams spanning different functional areas in the same organization

Key Benefits
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

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