Winning with Analytics - 2015 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee


Actionable insights for improved marketing results.

Knowing how to use marketing analytics to get actionable insights is one of the key professional challenges marketers and CMOs face today. AMA’s Winning with Analytics Training Series provides you with the necessary knowledge and practical insights that will help you get more out of the data that is available and will set you up to take strategic advantage of the possibilities. This inter-active participatory training is designed so attendees can answer the key questions: “What does marketing analytics entail, what do I need to know versus what other skills do I need to bring to a project and what do I need to do to successfully implement it?”.

Improving information and analytics is a top priority for most executives.  Many also see a “lack of understanding of how to use analytics to improve business” as an obstacle to the widespread adoption of analytics in their organization.  It pays to know how to benefit from advanced and predictive analytics. Marketing analytics has proved to avoid mistakes, improve operational efficiency, grow revenues, and improve market position. For many firms it still is an enigma how to do this or do this consistently. There are two reasons for this. First, firms may simply not be aware or familiar enough with what can be done with advanced analytics. Second, leveraging advanced and predictive analytics to generate winning insights is not easy and requires a variety of skills and competencies.

Winning with Analytics – Learning Objectives

After this program you should be (better) able to identify potential analytical projects, manage these projects well and help make sure your organization makes better decisions with the analytical insights. Specifically, the program will help you:

  • Understand in what marketing areas marketing analytics has been or can be successfully applied
  • Analyze your business area (e.g. your department) as well as the broader business you work in (e.g. the firm you work for) and identify the areas that are most likely to benefit from marketing analytics. Specifically we cover;
    • Market dynamics (using analytics to understand structure and growth/decline of markets)
    • Market share dynamics (using analytics to understand what drives consumer choices)
    • Marketing dynamics (using analytics to understand what components of your marketing are working and what their ROI is)
    • Brand dynamics (using analytics to understand what drives your brand), and
    • Customer dynamics (using analytics to get insights into the heterogeneity of your consumers and identifying those who are most profitable, most likely to defect, or most likely to switch to you, etc.)
  • Gain an understanding of what marketing analytics is, and the process: the different components that are usually part of a marketing analytics project (e.g. data, analysis tools, processes, and simulator and decision support tools, and activation)
  • Get insight into how to think about the marketing analytics field in terms of analytical tools. Without going into technical details, we teach you the foundational types of analytics and what types of insights each approach can help you get.

Winning with Analytics – What You Will Learn

Our 2-day training is comprised around 4 main topics:

  1. A foundational part (first half day) where we review a number of case studies that show the basic elements that they all have in common. You will learn how to select an analytical target and we will discuss the process elements of an analytical project
  2. Predictive analytics. The second half of the first day is devoted to predictive analytics including forecasting.  Specifically we cover analytical approaches that help you understand why consumers may pick one product over another, or buy one brand versus another.  We will also cover analytical approaches to analyze individual customer data to identify the next logical product and other cross-selling models.
  3. Strategic Data. The third part (first half of the second day) will cover the strategic use of data. We review all types of data that marketers have available to them including digital data and Big Data. We will also cover how to deal with missing data and how to link or integrate data across multiple sources, a challenge and opportunity that is becoming more and more common.
  4. Market structure & segmentation and activation. In the last part (second half of the second day) we cover analytical approaches to understand structure, e.g. market structure analysis and market segmentation analytics. The last topic of the second day will deal with how to get the organization to act on the analytical insights. This discussion will review successful and proven adoption approaches and the utilization of interactive decision support tools.

Winning with Analytics– Who Should Attend?

  • Managers in B2C and B2B firms who work in the marketing, PR or marketing research department and who feel that they should be more up-to-speed on recent trends in analytics, digital analytics and Big Data
  • Marketing managers who want to understand how to use marketing analytics to build better products, win market share or target customers better
  • CMOs who needs to get more impact out of their marketing efforts, or other executives who want to leverage all data available to gain strategic advantage insights
  • Marketing research professionals who want to be better able to leverage analytics for the analysis of survey data or who want to better understand what their counterparts in the customer analytics department are doing
  • Marketing professionals who want a refresher course and an overview of current practices.

This session will be of benefit for product and service firms, for profit or nonprofit organizations, as well.

Winning with Analytics– Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after April 23, 2015.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Registration for or participation in the Winning with Analytics Training Series constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org.

 
Winning with Analytics – About the Instructor
​Winning with Analytics - Schedule

 

Day One

8:00 a.m. - 8:30 a.m.  Registration and Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch and morning/afternoon breaks)

Foundation (Morning)

  • Introduction of instructor & class
  • Value of analytics
  • Success factors
  • Defining analytics & analytical targets
  • Exercise
  • 4 case studies
  • Overview of predictive analytics
  • Top 10 analytical tools
  • Exercise
  • Analytical process (digging deeper)

Prediction and forecasting (afternoon)

  • Understanding preferences and choices (discrete choice modeling)
  • Exercise
  • Compete and brand switching models
  • Various driver models  (regression, SEM)
  • Exercise
  • Forecasting models
  • Marketing mix models
  • Evaluating models & validation

 


Day Two

8:00 a.m. – 8:30 a.m. Continental Breakfast
8:30 a.m. – 4:00 p.m. Program (includes lunch and morning/afternoon breaks)

Data (Morning)

  • Different data sources
  • Big Data
  • Strategic data management
  • Exercise
  • Managing missing data
  • Strategic survey design
  • Social and digital data
  • Linking across multiple data sources
  • Data fusion
  • Exercise

Structure analysis and impact (afternoon)

  • Market structure analysis (MDS + k-means)
  • Market segmentation (latent class analysis, CHAID, CART)
  • Ensemble analysis & data mining
  • Social & digital data & analytics
  • Trend spotting
  • Spatial analytics
  • Exercise
  • Decision support tools
  • Acting on analytics
  • Wrap up & recap
Registration is not available at this time.

Training Series Location 

Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
Phone: +1.888.887.2070 or +1.312.938.2000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.

The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Reservations: +1.800.233.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone/Reservations: +1.312.565.0565
Walking Distance to Summit (5 minutes)
For individual reservations, click here for the direct booking link.

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone/Reservations: +1.312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For individual reservations, contact the hotel directly at +1.312.601.3400 and ask for the "Summit Executive Centre Corporate Rate".

Comfort Suites
320 North Michigan Avenue 
Chicago, IL 60601 
Phone: +1.312.204.6902
Click here for the direct booking link.

For more information, please visit Summit Executive Centre Accommodations​

Area Attractions and Events

Please visit Choose Chicago​ for additional city information.

ADA 

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.  

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

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National Car Rental

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Directions to parking 

Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go down the middle ramp to the stop sign. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go down the middle ramp to the stop sign. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Parking
Illinois Center Garage Parking
111 E Wacker Drive & 233 N Michigan Avenue
(ENTER ON MICHIGAN AVENUE & SOUTH WATER STREET)
Phone: +1.312.819.5052

DAILY RATES (SEVEN DAYS A WEEK)
*Early bird (in 5am- 8am, out by 7pm) = $16.00*
Less than 20 minutes = $11.00
21 - 40 minutes = $16.00
41 minutes - 1 hour = $20.00
1- 2 hours = $24.00
2-12 hours = $29.00
12-18 hours=$35.00
18-24 hours=$44.00

Transportation

O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority 
Metra Rail​ 

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