Program Overview

Increases in data availability have created unique opportunities for analyzing data to increase marketing effectiveness. Marketing analytics encompass a wide variety of data focused approaches to enable organizations to more effectively engage its customers and assess the effectiveness of marketing actions. This session will address concepts, methods, and applications of decision modeling to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, and sales force and promotion planning. The session is designed for those with some background in, or understanding of, marketing principles and a foundational understanding of statistical techniques. It will enable managers to understanding the role that analytical techniques and computer models can play in enhancing marketing.

Who Attends

Managers desiring an advanced quantitative approach to marketing strategy development and implementation

Impact & Benefits

  • Learn how quantitative modeling techniques, such as cluster analysis, multidimensional scaling and choice modeling, can improve marketing effectiveness when implementing segmentation, targeting and positioning, new product design and development, advertising, and sales force and promotion planning.

Faculty 

David Griffith, Ph.D.