Analytics for Better Marketing Decisions

Drive marketing results with a working knowledge of data analytics

Today’s marketing professionals are expected to use data to make strong marketing decisions — from promotion targeting to campaign optimization to pricing improvements.  There is a wealth of tools available for generating data, however, navigating these choices can be daunting without understanding how to drive insights. This program will provide participants with a foundational skill set that can be used across marketing contexts, data sources, and technologies to drive better business outcomes.

In this program, participants will learn how to improve marketing performance using the right data. Through lectures and interactive discussions with faculty, participants will understand how to define what questions can be answered through analytics, differentiate big data and good data, and apply them throughout the entire customer journey. Participants will come away with a framework to holistically evaluate data’s impact on customer insights.

Learn how analytics informs the entire customer journey

Who Should Attend

This program is designed to give professionals at all levels a working understanding of marketing analytics to deliver better business results.

  • Mid-level managers at large and mid-size companies who are responsible for connecting marketing analytic insights and business actions
  • Senior executives and entrepreneurs from smaller firms tasked with making data-driven marketing decisions across their organizations
  • Professionals in product management, brand management, digital marketing, sales and strategic planning
  • Professional who seek a foundational understanding of marketing analytics to help them navigate and increasingly quantitative and data-driven business world

Key Benefits

  • Gain a foundational understanding of analytics to drive business outcomes and marketing ROI
  • Master marketing analytics problems that span the customer journey, from awareness and consideration to development and retention
  • Learn how to integrate managerial expertise and data-driven insights to make better decisions
  • Identify best practices and avoid common pitfalls of analytics in practice

Program Content

The marketing analytics framework

  • Move from data to analysis to insight to action
  • Understand the marketing analytics maturity curve
  • Make analytics-driven decisions along across the customer journey

How to make better advertising decisions and measure digital ROI

  • Discover why causal measurement matters
  • Understand the role of randomized experiments
  • Balance “learning” and versus “earning”
  • Learn how to measure advertising ROI when a randomized experiment isn’t an option

Methods for predicting prospective customer behavior and managing customer churn

  • Build and evaluate models for predicting prospective customer behavior
  • Understand the relationship between machine learning and marketing
  • Learn to reduce and prevent customer churn

Strategies for growing your customer base

  • Build predictive models for individually targeted and customized offers
  • Integrate segmented pricing strategies via regression modeling
  • Manage product line cannibalization


Brett Gordon - Academic Director; Associate Professor of Marketing

Blake McShane - Academic Director; Associate Professor of Marketing

Joel K. Shapiro - Academic Director; Clinical Associate Professor and Executive Director for the Program on Data Analytics at Kellogg

John C. Parker - Clinical Assistant Professor of Executive Education; Senior Program Director of Executive Education

What Participants Say

“The skills required for marketing decision-makers to succeed has fundamentally changed over the last 10 years. Marketing used to be considered a ‘soft’ discipline where creativity and intuition were the most important attributes. Those days are over. Today, a rigorous marketing analytics skill set is what distinguishes the high performers in marketing careers.”
Brett Gordon, Academic Director

Personal Consultation

Please email or call us if you would like a personal consultation

2018 Sessions

June 11-13, 2018

Start: June 11 at 8:30 AM

End: June 13 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

November 12-14, 2018

Start: November 12 at 8:30 AM

End: November 14 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208