Events

 Listen to a sneak peek podcast by Instructor Don Holtz, President, Phoenix Marketing International

 Performance Boosting Analytics Brochure

Applying strategic and tactical marketing analytics and metrics will reliably provide dramatic improvements in marketing effectiveness, efficiency, and ROI (more bang for the buck!).  Analytics applied to marketing strategies improves the performance of all marketing programs while tactical analytics squeezes every drop of ROI from existing marketing programs.  This course demystifies the topic and provides you with the knowledge to prioritize and launch successful marketing analytics at your company.

In today’s tough business climate, better strategies, approaches and tools are needed to improve marketing performance. Having the knowledge and insight to allow for better decisions is possible with powerful analytics tools. Marketing Mix Models, Predictive Behavior Models, Customer Life Time Value, Share of Need, Experimental Design, BDI/CDI Market Assessment are a few of the marketing analytical processes that have been proven to improve marketing performance. Some analytics boost performance of existing marketing programs while others can increase the performance of all marketing endeavors.

However, implementing and integrating marketing analytics into the company’s planning and operational flow can be a daunting task.  There are issues of obtaining data from both the internal IT department as well as from agencies.  The data must reach a defined level of accuracy to be used effectively.  Business issues need to be accurately captured in the analytical process.  The company should be enabled to take actions using analytics before performance declines and identify great growth opportunities.

Learning Objectives
This course will answer a number of questions regarding how your company can effectively use marketing analytics.

What reports should be produced with which Key Performance Indicators to convince the company to approve a marketing program and measure performance?

What are the most important analytical processes to implement for my company that improves the performance of all marketing investments?

How can I use marketing analytics and dashboards to predict when actions should be taken before performance declines?

What are the processes that can ensure I get the biggest bang for each dollar spent on current marketing programs?

What must I know technically to effective implement and take actions based on marketing analytics?  What are the organizational, cultural and technical implementation Issues? 

About The Instructor
Don Holtz is one of the founders and president of Phoenix Marketing International.  His education includes degrees in operations research and an MBA form the University of Michigan.  After technical positions in defense science and the automotive industry, he became a salesman for a large computer services company.  After rising to the Sr VP, General Manager level, Don became involved in a number of successful venture capital backed turn arounds.  In 1995 he founded AIM Marketing which was his first firm dedicated to improved marketing performance through analytics and was acquired by a large market research firm in 1998.  Since that time Don’s companies have provided performance improving analytics to a large number of fortune 500 companies including HP, Whirlpool, Prudential, PC Connection, Fidelity, and Sprint

8:00 – 8:30 AM Registration and Continental Breakfast

8:30 – 10:15 AM Overview of Marketing Analytics

·                   Overview of Marketing Analytics

·                   Importance of Data Management and Where to Find It

·                   Introduction to Key Statistics

·                   Communicating with the CFO

10:15 – 10:30 AM Break

10:30 – 12:00 PM Fundamentals of Marketing Measurement

·                   Important Marketing Metrics

·                   Key Performance Indicators

·                   Creating & Justifying Marketing Programs By the Numbers

·                   High Impact Reporting (Performance and Predictive Dashboards)

12:00 – 1:00 PM Lunch

1:00 – 2:00 PM Level 1 Analytics – Improving Current Marketing Campaign Performance

·                   Predictive Models (Response, Conversion, Best Customer, Retention)

·                   Price Optimization

·                   Trade Area Analysis

·                   Learning while you grow the business (Testing)

2:00 – 2:30 Break

2:30 – 3:15 Measuring the Hard to Measure

·                   Trade Shows

·                   Off Line Impact of On line Marketing

·                   Others

3:15 - 5:00 PM Level 2 Analytics – Higher Impact Marketing Programs

·                   Product Propensity to Purchase Models (Up sell, cross sell, Next Best Product)

·                   Shopping Basket Analysis

·                   Campaign Measurement Techniques

·                   Marketing Mix Models (CPG vs. Non-CPG) 

Day 2

8:00 – 8:30 AM Continental Breakfast

8:30 – 10:15 AM Level 2 Analytics – Higher Impact Marketing Programs

·                   How to Perform a Customer Base Analysis

·                   Segmentations that make a difference

·                   Growing the business faster through developing a “Portfolio of Growth Opportunities”

10:15 – 10:30 AM Break

10:30 – 12:00 PM 2 Analytics – Higher Impact Marketing Programs

·                   Calculating Customer Life Time Value

·                   Forecasting Sales

12:00 – 1:00 PM Lunch

1:00 – 2:00 PM Level 3 Analytics – Improving Marketing Investments Allocations and Strategies

·                   Evaluating current market position

·                   Factors that affect market investment decisions

·                   Evaluation market value

·                   Evaluating marketing investment strategy risk

2:00 – 2:30 Break

2:30 – 5:00 PM Implementing Marketing Analytics

·                   Organization Roles and Responsibilities

·                   Analytics Plan of Action