EXECUTIVE EDUCATION MARKETING & SALES

Strategic Data-Driven April 5–7, 2017

Marketing Kellogg School of Management

Evanston, Illinois, USA
Optimize Marketing Performance and
Return on Marketing Investment (ROMI)

EXECUTIVE SUMMARY
In times of frugality, marketing dollars take a hit. This program will show
you how to use data to make a tangible link between marketing and revenue,
justify your investments, demonstrate results and beat the competition.
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. KEY BENEFITS
In a collaborative learning environment, you will learn how to measure • Define, design and launch a data-driven
marketing strategy
marketing ROI, justify marketing spending, maximize marketing impact in
• Radically improve campaign performance using
consumer and business-to-business settings, optimize Internet marketing,
15 essential marketing metrics
adopt best practices for customer life cycle management and implement state-
• Quantify ROI of marketing initiatives
of-the-art segmentation techniques. Other topics include simplifying data
• Optimize Internet marketing, sponsored search
analysis, future trends in marketing, value-based marketing and search
and social media campaigns
engine marketing.
• Make strategic decisions based on customer
lifetime value
• Ask IT the right questions for successful
“ The course provided a great framework on how to deployment
turn data into insights and translate this into targeted
WHO SHOULD ATTEND
marketing activities for your most profitable customers!”
• Mid-level and senior executives in marketing,
Chief Marketing Officer, Pruxchange sales and customer service
• Executives in IT and operations who support
data-driven marketing efforts
• Individuals from firms that interact directly with
NEXT STEPS customers, as well as firms that rely on partners
for customer interaction
Learn more and apply Consult with an
• Strongly encouraged: participation from teams
Executive Development Advisor
[Link]/kxdata spanning different functional areas in the same
execed@[Link] organization

847.467.6018
EXECUTIVE EDUCATION MARKETING & SALES

Strategic Data-Driven Marketing

Optimize Marketing Performance and Return on Marketing Investment (ROMI)

PROGRAM CONTENT HIGHLIGHTS THE FACULTY

Defining the Data-Driven Internet Marketing Metrics Mark Jeffery

Marketing Strategy and Optimization Academic Director;
• Gain access to invaluable Kellogg research, • Assess website and impression Adjunct Professor of
including a data-driven marketing survey advertising effectiveness plus Executive Programs;
on best practices that encompasses 252 optimizing sponsored search President and CEO,
firms and $53 billion in annual marketing • Explore the power of word- Aquimo
spending of-mouth (WOM) social media
• Discuss data-driven marketing strategy marketing engagement
framework and best practice case examples
Analytic Marketing Russell Walker
• Overcome the five obstacles to data-driven Clinical Associate Professor of Managerial
• Apply data mining and analytic
marketing Economics and Decision Sciences
segmentation for results
Return on Marketing Investment • Engage in hands-on experiential Please note: Faculty is subject to change.
(ROMI) for Management Decisions learning with analytics software
• Link the customer purchasing cycle to • Explore case exercises: analysis
metrics of pharmaceutical sales data and
• Identify 15 essential marketing metrics hyper segmentation in banking As researchers, consultants and
• Learn finance for marketers Infrastructure for business leaders, the members of
• Engage in case exercises: measuring Data-Driven Marketing this faculty team boast expertise in
and improving brand awareness, customer • Identify the pitfalls of data-driven
satisfaction and loyalty marketing, financial
strategic marketing performance
marketing IT projects
ROMI for campaign and new product management, enterprise
• Create a collaborative marketing
launch marketing performance management,
and IT relationship
information technology, CRM
strategy and execution, data
ACCOMMODATIONS analytics and risk management.
This program is held at Kellogg’s historic Wieboldt Hall, near the bustling
financial center of downtown Chicago, and home to Kellogg for more than
80 years. The program fee includes classroom instruction, program materials,
breakfast, lunch and coffee breaks. Accommodations are not included. SPECIAL FEATURE
INSIGHT AND ANALYTICS WEEK
You may combine this program with
our Customer Insight Tools program to
participate in Insight and Analytics Week.
When taken consecutively, these programs
are offered at a discount.

NEXT STEPS
Learn more and apply Consult with an
Executive Development Advisor
[Link]/kxdata execed@[Link]
847.467.6018 DATAMARK2017R-SUM
 Marketing & Sales // Executive Education

STRATEGIC DATA-DRIVEN MARKETING * CHICAGO CAMPUS

Mark Jeffery, Academic Director Sample Schedule
Day 1 Day 2 Day 3
Program Introduction ROI Marketing: Finance for Marketing Summary
Jeffery Executives Walker
Jeffery

Data-Driven Marketing and the The Dark Side of Analytics and Data
Morning Marketing Divide Creator Strategies
Jeffery Walker
Session(s) Study Groups and Case Debrief
Jeffery
Where Do You Start? Overcoming the What's It Going to Take?
Five Barriers to Data-Driven Marketing Infrastructure for Data-Driven
Jeffery Marketing
Jeffery

lunch
Study Groups/Case Study Study Groups and Case Debrief Value Based Marketing and CLTV:
Jeffery Strategy and Execution
Jeffery
Social Media Marketing and the Creative
Afternoon X Factor
Team Presentations and Discussion Jeffery Program Summary
Session(s) Jeffery Jeffery
Database-Driven Marketing: Strategies,
Concepts and Tools
Walker
Introduction to Internet Marketing
Jeffery

Welcome Cocktail REception Networking Dinner

Dinner on your own Study Groups/Case Study
Walker
Evening
Session