Strategic Marketing Analytics: Leveraging Big Data

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1 Executive Education Strategic Marketing Analytics: Leveraging Big Data Recognized by Financial Times as Top Three in the world for Executive Education Open Programs.

2 Strategic Marketing Analytics: Leveraging Big Data Know what works in your marketing. Strategic Marketing Analytics: Leveraging Big Data will help you determine which of your marketing activities are measurably improving sales and profits. From strategy to implementation, this program will help you harness big data to make better marketing investments, without having to purchase and master complicated analytics software. PROGRAM OVERVIEW Organizations are facing an onslaught of data on customers, competitors and their own activities. The key is translating all of that data into decisionmaking. From analytics to action, Strategic Marketing Analytics: Leveraging Big Data helps participants learn the fundamental metrics, tools and frameworks that will help decipher which marketing strategies are leading to better sales. As part of Darden s signature educational experience, the faculty will focus on real-world case studies to illustrate how marketing analytics should drive decisionmaking. Participants will apply the concepts through a hands-on simulation experience and will learn how they, as managers, can translate analytics into action, implement closed feedback loops to continually improve their new metrics and sustain growth. In Strategic Marketing Analytics: Leveraging Big Data, participants will: Gain a framework for identifying the right marketing metrics for their organizations. Develop a chain of effects system for connecting performance metrics to marketing inputs. Identify the relationship between marketing inputs and customer behavior through simple yet effective response models. Design experiments to estimate the return on marketing investments. Develop marketing resource allocation guidelines that maximize the marketing metrics. WHO SHOULD ATTEND Leaders in marketing, business development, analytics and information technology who need to translate marketing data into action and, ultimately, sales and profits. Small business owners and entrepreneurs who want to determine where to focus their marketing spend will also benefit. PROGRAM FEATURES Darden s signature case-based learning, through which you will learn to make difficult decisions under real-world constraints, highlighting industry leaders such as Samsung, Etch A Sketch, Portland Trail Blazers and more A simulation game on marketing resource allocation, which allows participants to practice applying program concepts under the faculty s guidance Guided development of a personal action plan, so that participants return to work with a plan to immediately improve their roles, teams or organizations One-on-one interaction with and feedback from the faculty, some of the world s foremost experts on marketing and sales

3 The Darden team manages to provide incredibly relevant and rich instruction in just three days. The sessions, as a whole, manage to cover every important element of today s marketing measurement world/challenges. JIM MULTARI SENIOR DIRECTOR, MARKETING EFFECTIVENESS COMCAST CORPORATION KEY TAKEAWAYS The program will help participants create analytics that connect marketing spend to financial returns. Participants will learn to: Develop a conceptual framework for marketing resource allocation across brands, customers, markets, media, channels and sales force. Design test-and-learn experiments to connect marketing spend to ROI. Measure the value of their brands and customers. Overcome barriers to translating analytic recommendations into allocation decisions. Foster cross-functional collaboration especially between marketing and sales to implement allocation decisions. Conduct risk assessments and plan for contingencies in the allocation process. Create and nurture the feedback loops that promote organizational learning and continued improvement. TOPICS Resource Allocation Framework Measuring Marketing Assets Brands and Customers Marketing ROI: Tracking the Return on Your Marketing Dollars Test and Learn: Designing Marketing Experiments Optimal Pricing Strategy: Conjoint Analysis Market Response Models Sales Force Allocation Models Designing Marketing Dashboards Telling a Story Feedback Loops NOVEMBER 2014 STRATEGIC MARKETING ANALYTICS: LEVERAGING BIG DATA Take yourself and your organization to higher levels of performance through Darden Executive Education at the University of Virginia. Thanks to its founder, Thomas Jefferson, U.Va. is the cradle of independent and innovative thinking in America. We believe great leaders never stop learning and that great organizations never wait to move forward. Through our custom and open-enrollment programs in Charlottesville, Virginia, Washington, D.C., and around the globe, we equip you and your team for the higher-level strategic thinking and decision-making necessary to imagine tomorrow and take the bold actions required to create what s next.

4 During the program, you will stay on Grounds at the Inn at Darden. Consistently ranked among the world s best for food and accommodations by Financial Times, Darden s facilities include individual accommodations, rooms for discussion groups, a fully equipped exercise room, a recreation area and a casual gathering spot for evening conversations. The 180 private rooms of the Inn at Darden are designed for executive comfort. THE FACULTY TEAM Darden Professors Paul Farris, Raj Venkatesan and Ron Wilcox are authors of the upcoming book Cutting Edge Marketing Analytics: Real-World Cases and Datasets for Hands-on Learning, due to be published in July RAJ VENKATESAN Faculty Leader Bank of America Research Professor of Business Administration Venkatesan is an award-winning researcher in the marketing field. Recognized as a top rising scholar in marketing and as one of The World s 40 Best B-School Profs Under the Age of 40 by Poets & Quants, he has consulted with firms such as IBM, as well as retailing and pharmaceutical industries on their marketing analytics initiatives. THOMAS J. STEENBURGH John L. Colley Research Associate Professor of Business Administration An expert in B2B marketing and sales, Steenburgh came to Darden in 2012 from Harvard Business School, where he chaired the B2B Marketing Strategy executive education program. His cases are used in business schools worldwide, and his research addresses questions that help managers measure the effectiveness of their sales and marketing strategies. He previously worked in marketing and operations at the Xerox Corporation. PAUL W. FARRIS Landmark Communications Professor of Business Administration A retired first lieutenant of the U.S. Army Corps of Engineers, Farris has years of industry experience in marketing management and advertising account management. His research focuses on marketing productivity and budgeting and has been featured in six books, including Marketing Metrics: 50+ Metrics Every Executive Should Master. RONALD T. WILCOX Ethyl Corporation Professor of Business Administration and Associate Dean, MBA for Executives Wilcox was named one of The World s Best B-School Professors by Poets & Quants in A former economist for the U.S. Securities and Exchange Commission, he is known for his expertise in marketing financial services and its interface with public policy; his research has appeared in numerous publications, from leading marketing journals to The Wall Street Journal, Businessweek and Forbes.

5 STRATEGIC MARKETING ANALYTICS: LEVERAGING BIG DATA Dates Fee $6,500 per person; includes materials, meals and accommodations at the Inn at Darden Registration Location Charlottesville, Virginia USA Additional Information Certificate Counts as one week toward a Certificate of Specialization DARDEN EXECUTIVE EDUCATION CERTIFICATE OF SPECIALIZATION Build Your Professional Credentials in a Timely and Cost-Effective Way. Darden s certification program provides you with the opportunity to become credentialed in leadership and management specialties, with a curriculum tailored to your career. You can earn a certificate by attending four open-enrollment programs that are most relevant to you this program counts as one week toward a Certificate of Specialization. For more information, please visit: Certificate-Programs/ GENERAL INFORMATION Registration: Registration may be completed online or by phone. Confirmation of acceptance will be sent upon receipt of registration form. Accommodations: The Inn at Darden provides private, single-room lodging for program participants. Executives will take meals at the Abbott Center Dining Room. * Schedule: Daily sessions will be held at the Darden School. Evenings will be devoted to group discussions and/or individual preparation. Fee: $6,500 per person. The fee includes tuition, course materials, lodging, meals and certificate of participation. Darden Executive Education accepts payment by check, American Express, MasterCard and Visa. Payment is due upon receipt of invoice and/ or acceptance into the program. Special offers may be available for organizations sending multiple participants; please call or write for details on how Darden can collaborate with your institution. *On rare occasions, it may be necessary to house participants offsite at partnering hotels. l Darden_Exed@darden.virginia.edu U.S./Canada l Worldwide Executive Education programs are offered by the University of Virginia Darden School Foundation, a nonprofit organization devoted entirely to the welfare of the Darden School of Business. The Darden School Foundation fully supports equal opportunity in employment and access to educational opportunities. Information is subject to change without prior notice.