Listen to Your Customers Through Big Data: Lean Analytics for Marketing and Sales Professionals

Weatherhead School of Management

Weatherhead School of Management

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

Business Analytics courses will introduce you to a popular and diverse profession. A business analyst is a specialist in many IT fields as well as in ...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Who should attend

Business leaders who drive customer-oriented marketing and/or sales strategy, customer relationships, marketing operations, or product marketing functions within business to consumer companies (B2C).

About the course

Big data is transforming 21st century business. Marketing and sales professionals face a growing amount of data from a dizzying array of internal and external sources. Think of social media, 3rd party websites, communities of interest, sales force automation, channel and distribution systems, climatology, customer relationships management systems, GPS positioning, and RFID product tagging. The nature of data is changing too, exposing sales and marketing trends in far more unexpected and granular levels. Savvy data analytics enable businesses to deliver more value to customers, which increases wallet share and customer loyalty, and in turn, leads to higher customer lifetime value to the firm. How can market-oriented professionals discern meaning from the numbers, before making big investments or hiring the “experts”?

This one-day program shows how to capitalize on big data with a simplified, lean approach to achieve and maintain market share. Based on critical business thinking, this program guides participants in how to develop and oversee a big data analytics strategy within their firms. The course addresses the core challenges of using data analytics to transform customer marketing strategies and tactics, as well as the significant organizational change required. Through class discussion and case studies, participants will receive clear guidelines on getting the benefits from a big data investment to leverage marketing analytics to improve strategy and customer relationship management.

Topics

  • Why expensive, “Big Bang” data analytic investments don’t work
  • Building a data-driven analytics organization
  • Data methods of inquiry to generate compelling insights about customer behavior and buying patterns
  • Organizational dynamics

Program Learning Benefits & Outcomes

Marketing-oriented leaders will learn how to:

  • Quickly turn virtually any strategic data source into a platform for rigorous inquiry by thinking lean
  • Construct sophisticated business analytical inquiries from a business-oriented, business hypothesis research-driven frame of reference
  • Know how to correctly position big data business research outcomes to drive strategic decisions
  • Build a data-driven organization prepared to act with a customer marketing analytics team in place that is either collocated, embedded, or with dotted-lines of matrix authority
  • Assess whether other groups in the organization are going to be successful delivering analytical insights - and to offer mid-course correction when IT or data research teams get off-track

Experts

Lori Kendall

Dr. Kendall has 25+ years’ experience as a serial entrepreneur and technology executive for venture-backed and publicly traded firms. She is a Silicon Valley veteran in software, hardware, and communications, with a primary focus on both new venture creation and private equity pivots. Her areas...

Listen to Your Customers Through Big Data: Lean Analytics for Marketing and Sales Professionals at Weatherhead School of Management

This course has no confirmed dates in the future. Subscribe to be notified when it is offered.


Something went wrong. We're trying to fix this error.

Thank you

Someone from the Coursalytics team will be in touch with you soon.

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.