Those organizations using a data-driven approach to marketing have been consistently able to outperform their competitors. The goal of this session is to explore the benefits of using a data-driven approach to marketing decision-making, building skills and confidence in undertaking such analyses and decision making. Foundational marketing metrics, such as brand awareness, churn, customer satisfaction, customer lifetime value, etc., used to improve marketing performance are introduced and discussed. A data-driven approach will enable managers to: (1) identify alternative marketing options and actions, (2) calibrate the opportunity costs associated with each option, and (3) choose one or more options that have the highest likelihood of helping the manager achieve his/her marketing goals.
Executives and Managers desiring to improve performance by quantifying marketing activities
Impact & Benefits
- Learn how basic marketing metrics, such as brand awareness, churn, customer satisfaction, and customer lifetime value can be used to improve the firm’s marketing performance.