Executive Education

Marketing Analytics to Drive Growth

2018 program name: Big Data and Marketing Analytics

Acquire analytical frameworks to increase ROI and improve your decision-making process based on customer insights. You’ll be equipped to make data-driven, insightful decisions in an increasingly analytical world.

In this program, you'll acquire analytical frameworks to increase ROI and improve your decision-making process based on customer insights. You’ll be equipped with the frameworks to make data driven, insightful decisions in an increasingly analytical world.

By attending the program, you will:

  • Master a strategic and scientific approach to marketing analytics that results in higher ROI.
  • Gain an understanding of how to use and interpret data for more precise strategic and tactical marketing decision making.
  • Learn how to make marketing spending more accountable and improve return on marketing investment.
  • Learn to apply analytical frameworks for evaluating marketing strategies with a focus on value creation, customer analysis, product positioning, pricing, communications, and sales force management.
  • Discover how to use algorithmic tools to further digital and non-digital marketing goals.
  • Explore untapped opportunities for Big Data in your firm’s marketing strategies.

The program is offered in a convenient three-day format so you do not need to take extended time away from the office.

Gleacher Center, Chicago, IL

Read Profile

Jean-Pierre Dubé

Sigmund E. Edelstone Professor of Marketing

Jean-Pierre Dubé is the Sigmund E. Edelstone Professor at the University of Chicago Booth School of Business. He is a Research Fellow at the National Bureau of Economic Research and the director of the Kilts Center for Marketing. Most of his research lies at the intersection of quantitative marketing and economics, with specialization in pricing, advertising, branding and digital marketing. He teaches MBA and executive MBA courses on marketing analytics and pricing.

Read Profile

Sanjog Misra

Charles H. Kellstadt Professor of Marketing and Neubauer Family Faculty Fellow

Sanjog Misra is the Charles H. Kellstadt Professor of Marketing at the University of Chicago Booth School of Business. His research focuses on the use of structural econometric methods to study consumer and firm decisions. In particular, his research involves building data-driven models aimed at understanding how consumers make choices and investigating firm decisions pertaining to pricing, distribution and salesforce management issues.

Overall, I was extremely impressed with the approach of the program. Working with big data can be challenging if you do not think through what questions to ask and answer; this changed my perspective and I’m looking forward to driving innovation based on these learnings.
—Joe Veverka, Program Manager, Microsoft

J.P. was a very engaging, energetic and fun professor that made you want to engage and learn.  Analytics piece is FANTASTIC!  Sanjog can make the complex enjoyable, simple and enticing to understand and use.
—Jason Altwies, Market Research & Analytics, Consolidated Metco

The quality of education is indisputably excellent and the overall experience inspires participants to lead transformations in their organizations successfully.  It is a highly motivating program!
—Alan Flores, Executive Director, Corporation Flores

The course did exceed my expectations...I can't wait to take (the concepts) back to work.
—Herwin Gill, Finance Director, Digital Investments, American Express Company
View Herwin's full testimonial here

Concepts learned will be particularly useful for:

  • Mid- to senior-level executives responsible for translating marketing data into action and profits in B2B and B2C companies
  • Marketing, sales, brand and product managers, financial directors, and those who specialize in marketing analytics
  • Small business owners and entrepreneurs who want to focus their marketing spend
  • Executives who want to broaden their marketing analytics expertise

Economic Value to the Consumer (EVC)

  • Providing a substantive derivation of value
  • Measuring value and the underlying willingness-to-pay by the customer
  • Generating the value proposition
  • Quantitative analysis for launching pricing and marketing in a new venture

Demand and Optimal Marketing Decision

  • Using the EVC framework to study product demand and the marketer’s decision-making process

Demand Estimation: Conjoint Analysis

  • Estimating EVC for products with intangible benefits
  • Producing estimates of customer willingness-to-pay
  • Customer profiling and segmentation
  • Pricing and product configuration decisions

Demand Estimation: Marketing Mix Models and Elasticity Analysis

  • Regression analysis to estimate demand
  • The incremental effects of marketing variables
  • Measuring return-on-investment from marketing decisions
  • Formulating a pricing dashboard

Segments and Targeting

  • Targeting across customer segments for profitability
  • Personalizing to individual customers

Marketing to the Lifetime Value of the Customer

  • Coordinate marketing decisions and costs with the long-term cash-flows from the customer
  • Trade-off between current marketing expenses and longer-term returns
  • Customer as an asset

 Big Data and Big Analytics

  • Data Types and Value
  • Machine Learning and Marketing
  • Building up the Analytic function

Algorithmic Marketing

  • Product Recommendation Systems
  • Programmatic Advertising
  • Message & Content Optimization
  • Salesforce Analytics

Measurement Analytics

  • A/B Testing
  • Bandits
  • Multi-Touch Attribution
  • Unified Measurement: MMM+MTA

Application at Scale

  • Pricing at Scale
  • Promotion Targeting
  • Managing Analytics

Upcoming Courses

Date Fee  
October 14-16, 2020 $6,950 Register Now »

Fee does not include accommodations.

Back to top