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:
- 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
- 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.
- 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.
- 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.
- 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!
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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 firstname.lastname@example.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 email@example.com 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 firstname.lastname@example.org.