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Customer Behavior Insights through Marketing Dashboards: Chicago 

450 North Cityfront Plaza Drive 
Chicago , IL  60611 
11/18/2010 8:00 AM  - 11/19/2010 5:00 PM 
Register by 10/19/2010 12:00 AM  for early registration fee

Details Schedule Registration Travel Exhibitors

Customer Behavior Insights through Marketing Dashboards Brochure

Listen to a sneak peek
podcast by Instructor Stephen McDaniel, co-founder of Freakalytics, LLC and is co-author of “SAS for Dummies” and “Rapid Graphs with Tableau SoftwareDoes your organization have multiple disparate sources of internal and external data about your customers, sales and campaigns?  What if you could merge these data sources together with common office productivity tools, begin with simple rules for customer segmentation and lifetime value estimates and present these insights rapidly in simple yet effective dashboards?  Would this revolutionize your marketing programs and the ability of your teams to make smarter tactical and strategic decisions?

This course will show you a simple yet solid path to obtain hidden value from your data including the ability to combine key datasets, efficiently analyze with simple visualizations and address tactical business needs and communicate ongoing results in simple yet compelling dashboards.  Most important, all of this work can be updated with new data and changing conditions to manage ongoing needs in your marketing program.

Sample data sources that will be used in these exercises will include in-house campaign data, Google Analytics, online sales data, online ad data and offline transactional sources. 

Learning Objectives

·    Apply several techniques to consolidate disparate data sources

·    Review common data quality issues and techniques to identify and mitigate these problems

·    Learn how to create simple rules to categorize customers into meaningful segments

·    Apply an easy to understand model to transactional, behavioral and demographic customer data to create lifetime value estimates

·    Explore more sophisticated approaches to identifying customers by segment and assigning lifetime value estimates

·    Learn simple graph and dashboard design principles to accelerate understanding of program outcomes

·    Hands-on development of simple visual analytic views for a business dashboard aligned around key program objectives

·    Understand how simple visual analytics and dashboards can empower program owners to quickly comprehend program success and make simple course corrections to meet objectives

Who Should Attend?
Anyone involved in online or e-mail analytics, business analysts, research managers, program owners, product managers and anyone who wants to use simple methods to better understand customer behavior across a variety of marketing channels.

 

 Agenda

1)     Day 1- combine and enrich your data with a online and offline retail winery example

All work is done in with Microsoft Excel and Access 2007 with the focus on  sound principles.  The concepts are applicable to any standard data feed or database in your work.

                                                    i.     9-11:30

Walk-through selecting and combining data sources including demographic, transactional, e-mail, direct mail and online data

General methods not covered in this example will be highlighted

                                                   ii.     12:30-2:30

Common data quality issues will be reviewed

The class will perform hands-on data cleansing

                                                  iii.     2:30-5 PM

Create key success metrics for your analysts and marketing decision-makers

Hands on, rule-based  approaches will be applied to identify customers by segment and score customers with estimates of lifetime value.

Additional methods for creating more sophisticated versions of these key metrics will be reviewed.

2)     Day 2- use the data from day one to rapidly building simple visual around key performance metrics that will be the components of our dashboards

Good design, visual data presentation and usage principles will be universally applicable to any toolset.  All exercises will be created in Tableau which has free readers, a free desktop evaluation license and a free public version of the tool that can be used to understand good visualization and dashboard design principles.

                                                    i.     9-10 AM

Principles of good graph design for marketing data

Examples based on the sample data

                                                   ii.     10-11 AM

Principles of good dashboard design

Examples based on sample data

                                                 iii.     11-Noon

Jointly designing content for 2-3 class dashboards

                                                 iv.     1-2 PM

Build views for each dashboard

                                                  v.     2- 3 PM

Assemble 1st dashboard, explore the data using the dashboard

                                                 vi.     3-4 PM

Add operational “future” data to the dashboard to see how ongoing operational monitoring might play out

                                                vii.     4-5 PM

Review of key learnings in the course

Discussion of course in the context of attendee challenges and possible solutions beyond the scope of this course

Event Registration For:

450 North Cityfront Plaza Drive
Chicago, IL
11/18/2010 - 11/19/2010

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$1,625.00 $1,375.00
   
Hotel Air Travel Rental Car Ground Transportation

Training Series Conference Center Location
The University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683
www.gleachercenter.com

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Hotels within One Mile of the Gleacher Center
*Courtyard by Marriott  312-660-2401 165 E. Ontario St.
**Embassy Suites Hotel  312-423-6312 511 N. Columbus Drive
*Fairmont Hotel   312-565-6674 200 N. Columbus Drive
Four Seasons   312-649-2314 120 E. Delaware Place
Hilton Garden Inn  312-527-2656 10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100 300 E. Ohio
Hilton Suites Chicago/  312-664-1100 198 E. Delaware Place
 Magnificent Mile
*Homewood Suites by Hilton 312-644-2222 40 E. Grand Ave.
**Hotel Inter-Continental 312-944-4100 505 N. Michigan Ave.
*Hotel Monaco Chicago  312-960-8500 225 N. Wabash
*Hyatt Regency Chicago  312-616-6953 151 E. Wacker Drive
**Le Meridien Chicago  312-327-0644 520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100 540 N. Michigan Ave.
*Omni Chicago Hotel  312-944-6664 676 N. Michigan Ave.
The Peninsula Chicago  312-573-6604 108 East Superior Street
The Ritz Carlton Hotel  312-266-1000 160 E. Pearson
**Sheraton Chicago Hotel 312-464-1000 301 E. North Water St.
 & Towers
*Swissotel   312-565-0565 323 E. Wacker Drive
W  Hotel   312-943-9200 644 N. Lake Shore Drive
*Westin River North  312-744-1900 320 N. Dearborn Street
*Wyndham Chicago  312-274-4429 633 N. St. Clair Street

** walking distance to the Gleacher Center: 1-2 blocks
*     walking distance to the Gleacher Center: 2-5 blocks

Area Attractions, Events and Tourism
Please visit www.choosechicago.com for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Travel
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. 
Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through
Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
Rental Car
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you.  Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Airports

O’Hare International Airport

Taxi:  Allow 1½ to 2 hours
Approximately $40-55

Airport shuttle:  www.airportexpress.com  
Approx. $28 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”              
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Midway Airport 

Taxi:  Allow 45 minutes to 1½ hours
Approximately $30-45

Airport shuttle:  www.airportexpress.com    
Approx. $23 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses:  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions

From El (subway): 
Red Line (Howard/Dan Ryan)
*Depart at Grand Avenue stop 
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan)
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses: 
Buses running along Michigan Avenue
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains: 
Union Station:    Take the 151 bus and follow directions above
Ogilvie Station:  Take 157 bus and follow directions above
LaSalle Station:  Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks. Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

Helpful Websites: 
www.transitchicago.com
www.metrarail.com

Driving Directions

From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.

There are no exhibits with this event.
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