Analytics for Marketing – What Every Leader Should Know

Overwhelmingly, leaders of all types within organizations understand the importance of using data to inform market focused decision making and strategy – especially when the data is related to common marketing challenges related to topics like customer experience, brand management, and trends in the marketplace. However, researching and finding critical data and insights that are highly targeted, robust, and valuable can be a challenge – even with a team of technical experts supporting your efforts. In this program, we will explore the basic principles of marketing analytics through the lens of frequent marketing analytics challenges, such as customer acquisition. Using common challenges as a starting point, this program will explore baseline practices leaders can implement to support the successful acquisition and application of marketing data and analytics. This program will help leaders better frame marketing challenges and questions for which data can offer insight while uncovering core principles that technical analysts will leverage to answer your questions.

Short Course

Analytics for Marketing – What Every Leader Should Know

Live Remote

Overview

Overwhelmingly, leaders of all types within organizations understand the importance of using data to inform market focused decision making and strategy – especially when the data is related to common marketing challenges related to topics like customer experience, brand management, and trends in the marketplace. However, researching and finding critical data and insights that are highly targeted, robust, and valuable can be a challenge – even with a team of technical experts supporting your efforts. In this program, we will explore the basic principles of marketing analytics through the lens of frequent marketing analytics challenges, such as customer acquisition. Using common challenges as a starting point, this program will explore baseline practices leaders can implement to support the successful acquisition and application of marketing data and analytics. This program will help leaders better frame marketing challenges and questions for which data can offer insight while uncovering core principles that technical analysts will leverage to answer your questions.

At Your Home or Office

Live Remote Offering

Current Offerings

Start Mar 15, 2022
End Mar 17, 2022

Fee $2100

Register Save my Seat

Additional Information:

These live sessions will take place 10:00-11:30am and 1:30-3:00pm Eastern

Start May 24, 2022
End May 26, 2022

Fee $2100

Register Save my Seat

Additional Information:

These live sessions will take place 10:00-11:30am and 1:30-3:00pm Eastern

Who Should Attend

This program focuses on helping leaders from all functions develop an understanding of the basics of marketing analytics, situate themselves in the context of marketing challenges, and helps you consider how data/information can help you lead your organization or department. Please note that this program supports understanding the basic skills and concepts without getting deeply into specific tools and statistical techniques.

Note: This is a leadership program that focuses on using data and analytics capabilities to guide strategic, organizational decision-making. Leaders who participate will be better able to help internal analytical experts generate the most relevant insights to answer critical questions. It is not intended to offer in-depth statistical training or technical approaches – it is intended to help you make sense of the data at your disposal for data-driven, problem-centric decision-making.

Program Benefits

  • Improve your ability to:
    • Understand the basics of marketing analytics and the value of data and insights across the organization
    • Effectively align marketing data with information needs
    • Leverage best practices for engaging in co-creation of insights
    • Identify data-focused solutions for addressing key marketing challenges
    • Leverage technical experts to efficiently obtain the best data for your purpose

Program Content

This course provides leaders of all functions an overview of marketing analytics; offers insight into how these applications of analytics can be used to address challenging business problems; and explores how a leader facing a difficult decision can situate themselves in the context of vast amounts of data.

During the program, we will explore marketing analytics through the lens of common issues that regularly challenge leaders regardless of industry. Our faculty will use these relatable situations as the lens through which we will examine critical foundational aspects of marketing analytics - moving from the strategic (‘where the organization/leader may focus’) to the tactical (‘actions the leader/organization might take’).

  • Marketing Analytics: The Foundations
    • An overview of marketing analytics: language, organizational value, actionable insights
    • Harnessing and visualizing data for decision making
    • Application and examples
  • Factors for Success: Ensuring alignment
    • Situating yourself in the challenge
    • Defining and aligning metrics
    • Investigating the right things
    • Adjusting if you need to
  • Transitioning from Data to Insight: Data Mapping
    • Ensuring your efforts lead to actionable information
    • The data mapping process
    • Leading the efforts: Skillsets, hiring practices, resources
  • Types of Marketing Analytics
    • Descriptive marketing analytics: “Based on our data and problem, what happened?”Example: Web-based analytics
    • Predictive marketing analytics: “Based on our data and problem, what’s going to happen?”Example: Consumer and market trends
    • Prescriptive marketing analytics: “Based on our data and problem, what should we do to get the best results?”Example: Envisioning targeted campaigns for client segments
  • Leading and Decision Making
    • Making sense of vast amounts of data and information
    • Complex business decision making and strategy?
    • Collaboration and silos

Value For You and Your Organization

Organizational leaders at all levels need to be able to maximize the value of data and information – now more than ever. All teams need people who can ask the right questions, frame appropriate strategies, and make decisions using data-driven, problem-centric approaches that are targeted, accurate, and focused. This program enables participants to build a foundation of understanding around analytics with an eye towards improved collaboration with technical colleagues, data-based solutions, and leveraging common tools and techniques.

Note:This is an overview program that will equip participants with foundational information about analytics, basic statistical techniques that can be done with a moderate understanding of Excel, and ideas for how to use information to solve real problems.

The Executive Programs Short Course Experience

All of our transformational learning experiences provide the right environment for you to quickly develop and apply new capabilities.

Pre-work

You'll have access to a personal learning portal where you will obtain pre-program assignments, travel support (if applicable), and a list of fellow participants. Pre-work prepares you to immediately engage in content and learning allowing for a more effective application of knowledge.

Practical Content

Our learning experiences pair practical action learning and coaching with new knowledge, tools, and perspectives. We'll explore current, real-world examples of how organizations around the globe address critical challenges and how it may relate to yours.

Led by Experts

Plug into our network of thought leaders. Our award-winning teachers, researchers, consultants, and practitioners understand today's leaders and the critical challenges they face. They will work with you to offer guidance before, during, and after each program.

Peer Networking

You'll learn as much from your peer cohort as you do from the instructors! The value of different perspectives coming from different organizations and their challenges are immeasurable.

Faculty

Expert executive faculty who have led significant change within the private and public sectors will provide models and frameworks to help you transform vision into and action plan for results.

Additional Details

Our Learning Solutions Associate will be happy to hold a seat for you in this program. A reservation does not commit you to the program until you submit the registration form online.

Questions? Please call 800-311-6364 or 814-865-3435

  • Discounts on tuition are available for:
    • DoD or government employees
    • Penn State alumni
    • Teams of three or more attending from the same company
    • CSCR Corporate Sponsors and other affiliated groups (with valid discount code)

Discount Rates

In-Person courses: 20%

Live Remote Delivery: 10%

Live Remote Delivery with 20+ participants on same invoice: 20% (please call to register your group)

*Penn State faculty and staff: Please call us to reserve your seat. We hold a limited number of seats at an employee rate.

After you register, you will receive an email including information on accessing your personal learning portal where you will obtain your pre-program assignments, travel coordination and support, and a list of program faculty and fellow participants also registered for the program.

Pre-work prepares you to immediately engage in content and learning when you arrive on campus.

Transfers, Refunds, Withdrawals

If an accepted Penn State Executive Programs applicant finds it necessary to transfer to another session of the same program, one transfer will be allowed with no charge if arranged more than six (6) weeks prior. Additional transfers, transfers to a different program, or transfers arranged less than six (6) weeks prior incur a charge of 10% of the current program fee.

The sponsoring company may identify a replacement, but the replacement candidate must be accepted for the program through an admissions review.

  • The following refunds will apply for withdraws if Penn State Executive Programs is notified in writing within the time period stated:
    • Full refund with notification received more than six (6) weeks prior to start of the program
    • 50% refund with notification received between two (2) and six (6) weeks before the start of the program.
    • No refund with notification received two (2) weeks or less prior to the start of program.

Note: The registered participant or their agent must confirm all notification of withdrawals, transfers and substitutions in writing. If written notification is not received, the full program fee will be assessed.

Cancellations

The University may cancel or postpone any course or activity because of insufficient enrollment or other unforeseen circumstances. If a program is canceled or postponed, the University will refund registration fees but cannot be held responsible for any other related charges, or expenses, including cancellation/change charges by airlines or travel agencies. In the case of postponement, as an alternative to a refund, program fees may be transferred to another session of that program.

If you have any questions or concerns about our cancellation policy, please contact us to discuss further.