Winning with Analytics - 2016 - Minneapolis, MN

Minneapolis Marriott City Center
30 South 7th Street, Minneapolis, MN 55402
4/6/2016 8:00 AM - 4/7/2016 4:00 PM
Register before 3/10/2016 12:00 AM for early registration fee

Winning With Analytics

Knowing how to use marketing analytics to get actionable insights is one of the key professional challenges marketers face today. This two-day workshop 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.

"Marco has incredible expertise and depth in this field. He provided real-life case studies and shared practical best practices on analytics."

"An excellent training course. Marco was knowledgeable in both theory and application. The in-class exercises were insightful, and he did a great job providing instruction across the varied levels of comprehension and prior analytics experience."


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

  1. Foundations. The first half of the day, we will 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.

See the full agenda >>​


  • 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)
  • An understanding of the areas that marketing analytics has been or can be successfully applied
  • The ability to identify the areas that are most likely to benefit from marketing analytics. 
  • Knowledge of market dynamics, market share dynamics, marketing dynamics, brand dynamics and customer dynamics
  • Insight into how to think about the marketing analytics field in terms of analytical tools 


​Do you work in the marketing, PR or marketing research department? Do you feel that you should be more up-to-speed on recent trends in analytics, digital analytics and Big Data? Excellent! This program is designed just for you. Reserve your spot now!

Join the conversation on Twitter:​ #AMAWWA​


Marco Vriens

Global Chief Research Officer, Ipsos

Marco Vriens has a PhD in marketing analytics and is a globally recognized expert on advanced analytics and marketing research. He started his career in academics but has spent the last 20 years in business both on the client and the supplier side. He led analytics teams for Microsoft and GE and has led analytics at a number of supplier firms.  He is the author/editor of 3 books: The Insights Advantage: knowing how to win (2012), Handbook of Marketing Research (2006), and Conjoint Analysis in Marketing (1995).  He published more than 50 papers in both academic journals and industry publications, including the Journal of Marketing Research, Marketing Science, Marketing Insights magazine, etc.  He won several best paper awards including the David K. Hardin award for best paper in the AMA’s Marketing Insights Magazine.  He has also written several blogs on the topic of analytics and Big Data.​

Chad Vidden, PhD

Chad Vidden has a PhD in Applied Mathematics with expertise in computational mathematics, data science, and machine learning. In addition to market research work in the industry, Chad has a career in academia where he leads a machine learning and mathematical modeling research group.  He is also the founder of an analytical consulting firm.

​Winning with Analytics– Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to 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 at least two weeks prior to the event start date. No refunds will be given after March 23, 2016. 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

Winning with Analytics - Schedule

Day One

8:00 - 8:30 AM Registration and Continental 
Morning: 8:30 AM – Noon – Break at 10:30-10:45 AM

Introduction & Managing Analytics

Analytics & insights

  • What is analytics?
  • Successful implementation
  • Exercise
  • Case study 1: Samsung
  • Overview of predictive analytics & the top 10 analytical tools
  • Exercise
  • The analytical process (digging deeper)
  • Evaluating analytics
  • Managing analytical projects
  • Managing insights
  • Exercise

Afternoon: 1:00 – 5:00 PM – Break 3:00 - 3:15 PM

Brand Choices & Marketing Efficiency

Understanding preferences and choices (discrete choice modeling)

  • Situational factors versus product attributes 
  • Exercise
  • Case study 2: Qantas - Jetstar
  • Competition and brand switching models
  • Exercise
  • Churn models & Next logical product to buy models
  • Stated versus derived
  • Driver models  (regression, SEM)
  • Forecasting
  • Marketing mix models
  • Exercise

Day 2

8:00 - 8:30 AM Continental Breakfast 
Morning: 8:30 AM – Noon – Break at 10:30-10:45 AM

Data – Big Data – Data Science

  • The new data world
  • Different data sources
  • Exercise
  • Strategic data use
  • Scorecards & interactive decision tools
  • Social listening & online communities
  • Big Data & data science
  • Case study: Baumax
  • Data driven versus Theory driven
  • Exercise
  • Managing missing data 
  • Linking across multiple data sources & data fusion

Afternoon: 1:00 – 5:00 PM – Break 3:00 - 3:15 PM

Segmentation – Market Structure – Targeted Analytics

  • Market structure analysis (MDS + k-means)
  • Factor analysis & correspondence analysis
  • Exercise
  • Market segmentation (CHAID, k-means, latent class, etc.) 
  • Ensemble analysis & data mining
  • Exercise
  • Market basket analysis
  • Case study: UBS
  • The insights audit – cross method comparisons
  • Targeted analytics & incremental decision making
  • Summary of past 2 days
  • Exercise: apply what you have learned & develop 5 go-do’s & next steps for you (career & learning)!

Registration is not available at this time.

Training Series Location 

Minneapolis Marriott City Center
30 South 7th Street
Minneapolis, MN 55402
Phone: +1.612.349.4000

Rates: $167.00 single/double (plus applicable state and local taxes, currently 13.40% per night, which are subject to change without prior notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call +1.612.349.4000 or +1.877.303.0104 and reference American Marketing Association Winning with Analytics to make reservations. You must make your hotel reservations by March 15, 2016 and properly identify yourself to qualify for the special group rate (based on availability). After March 15, 2016, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card and deposit in the amount of (1) one night’s room & tax for each confirmed room will be due at time of booking. Cancellations made after 11:59 p.m. hotel time the day prior to arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services & Accommodations
Please visit Minneapolis Marriott City Center for a full list of services & features. 

Area Attractions and Events
Please visit Meet Minneapolis, Convention and Visitors Association for additional city information.

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. 

Tower Travel Management
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

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.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at +1.800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at +1.800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

From Minneapolis-St. Paul International Airport (MSP), approximately 8 miles:
Take I-494W to 35W North. Follow Downtown Exit sign, follow 5th Avenue three blocks to 7th Street, turn left on 7th. Hotel is 5 1/2 blocks on right.

Taxis are readily available at the Minneapolis-St. Paul International Airport (MSP). The estimated taxi fare is approximately $50.00 one-way. 

Public Transportation
Metro Transit 
Blue Line Nicollett Mall (0.1 miles W) 

Parking at the Hotel
Self-parking is available at the hotel for $23.00 per day. Valet parking is available for $36.00 per day. Rates are subject to change without notice.

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.