INTEGRATED DATA-DRIVEN MARKETING PROGRAM. Online Executive Education

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1 INTEGRATED DATA-DRIVEN MARKETING PROGRAM Online Executive Education July 15-31, 2014

2 INTEGRATED DATA-DRIVEN MARKETING PROGRAM PROGRAM OVERVIEW Today, routine marketing decisions increasingly rely on translating data-driven business intelligence into actionable strategies. High volumes of rich data can now be analyzed to predict the consequences of alternative courses of action, and guide decision-making with unprecedented precision. Representing a fundamentally different approach to marketing, this program will expose participants to the tools and insights needed to more effectively manage complex data from multiple channels and sources, and to make decisions on budget spend founded on demonstrable facts rather than gut instinct. In an engaging and interactive learning environment, participants will learn how to assess the effectiveness of marketing activities, justify marketing spending, measure marketing ROI and maximize customer engagement. OBJECTIVES Define, design and launch an insight-driven marketing strategy. Read and interpret multiple data sets from different sources. Utilize data to measure the value of your customers. Develop robust metrics across the marketing pipeline. Obtain more accurate forecasts for new products. Leverage your marketing spending and maximize ROI. WHO SHOULD ATTEND Leaders in marketing, management, business development and customer service who wish to translate marketing data into organizational action - and, ultimately, sales and profits. MARKETING SERIES EXECUTIVE EDUCATION 2014 SCHEDULE AT A GLANCE Virtual Instructor-led Program All courses will be conducted from 1-3:30p.m. EST on the following dates (Tuesdays and Thursdays): July 15, 17, 22, 24, 29, 31 PROGRAM FEE $ CRM professionals, brand managers, marketing specialists, digital marketers, account managers and other marketing decision-makers responsible for marketing effectiveness. Individuals from firms who support data-driven marketing. 2 // INTEGRATED DATA-DRIVEN MARKETING PROGRAM //

3 PROGRAM CONTENT High-Impact Marketing Key concepts in contemporary marketing Market Segmentation and Positioning The Marketing Pipeline Metrics along the marketing pipeline Lead generation and prospect targeting Customer Management Enablers Types and quality of customer data Technology: Database & front-office systems Customer Segmentation Types of segmentation Planning segmentation, key drivers for retention Customer Analytics Overview Marketing analytics and metrics Distinguishing reporting, analytics, and prediction Data and Information in B-to-B Marketing High-touch marketing using customer data Multi-layered data-driven marketing plans Managing Data in Marketing and Sales Access, Authorization, Updating and Data Quality Data flow in the Marketing and Sales process Maximizing Data Value in Marketing Strategy Framework and best practices Generate a ready-to-deploy plan PROGRAM FACULTY Ken Demma Guest Lecturer Short Bio This course is guest taught by Ken Demma, a leading thinker and practitioner in the field of data-driven Marketing. With over 25 years of experience in enterprises ranging from Fortune 500 to start-ups, and experiences as varied as executive leadership and consulting, he is also on faculty at a Top-10 MBA program. Currently, Mr Demma leads Insight Driven Marketing at SAP, a global leader in enterprise software; previously, he has held executive roles at American Express, Fidelity Investments, US West, ixl and several consulting firms. He is also on the faculty of the International Institute for Analytics. Mr Demma has authored, published and contributed to numerous articles and books, and speaks often on the topics of marketing strategy, effectiveness, measurement and analytics. He holds an BA in Economics and an MBA from New York University Stern School of Business. 3 // INTEGRATED DATA-DRIVEN MARKETING PROGRAM //

4 PARTICIPATING INDUSTRY GUEST SPEAKERS Kevin Akeroyd General Manager & Senior Vice President Oracle Marketing Cloud Kevin Akeroyd is the General Manger and Senior Vice President for the Oracle Marketing Cloud, which includes Eloqua, Responsys, Compendium, & BlueKai. He is responsible for leading all customer-facing functions including Sales, Account Management, Marketing and Customer Support and Services. Prior to joining Oracle, Mr. Akeroyd was the SVP Field Operations at Badgeville. Prior to joining Badgeville, Mr. Akeroyd was the GM of the Data.com, a business unit within Salesforce.com. Mr. Akeroyd was the COO of Jigsaw prior to the Salesforce.com acquisition. He holds a BA in Business from the University of Washington and completed the Executive program in strategy and organizations at the Stanford Graduate Business School. You can follow Mr. Akeroyd on Michael Fauscette Group Vice President Software Business Solutions IDC Michael Fauscette leads IDC s Software Business Solutions Group which includes research and consulting in enterprise software applications including ERP, digital commerce, CRM, customer experience management, collaboration and social applications, software partner and alliance ecosystems, software vendor business models, SaaS and cloud computing and software licensing and provisioning. He also provides thought leadership in the area of social applications and the transition to the social business. Prior to joining IDC Mr. Fauscette held senior consulting and services roles with seven software vendors including Autodesk, Inc., PeopleSoft, Inc. and MRO, Inc. Mr. Fauscette graduated with special honors from Jacksonville State University with a BA in Sociology and History; and with honors from Widener University with a MS in Business. You can follow Mr. Fauscette on Michael Wu, PhD Chief Scientist Lithium Technologies, Inc. Dr. Michael Wu is the Chief Scientist at Lithium, where he currently applies data-driven methodologies to investigate and understand the social web. Michael has developed many predictive social analytics with actionable insights. His R&D work has won him the recognition as a 2010 Influential Leader by CRM Magazine. His insights are made accessible through The Science of Social, and The Science of Social 2 two easy-reading e-books for business audience. Prior to industry, Michael received his Ph.D. from UC Berkeley s Biophysics program, where he also received his triple major undergraduate degree in Applied Math, Physics, and Molecular & Cell Biology. 4 // INTEGRATED DATA-DRIVEN MARKETING PROGRAM //

5 ABOUT NYIM ONLINE EFFECTIVE FORMAT The program uses a cohort design participants register for the entire program to ensure a consistent learning experience with fellow professionals facing similar challenges and opportunities. This progarm utilizes a wealth of learning activities, such as: Live lectures Short videos and podcasts Case studies and vignettes Interactive, multimedia activities Online tools and downloable resources End-of-course assessment THE NEW YORK INSTITUTE OF MANAGEMENT The New York Institute of Management is an independent, mission-driven organization committed to advance the management practice and enhance organizational performance. As a trusted partner of some of the world s leading academic institutions NYIM is pioneering new approaches to flexible corporate education that connects practitioners to capture knowledge, build skills, solve problems and generate innovative business ideas. LEARN MORE AND ENROLL ONLINE Visit our website for detailed enrollment and payment information, including our cancellation policy and information on wiring international payments. or call us if you have questions or need more information. NYIM FACTS 98% of those taking NYIM classes would recommend them to others. 4.5 is the average course evaluation out of years of experience on average in university / corporate education for our faculty. 30+ features for a collaborative learning environment 40+ live contact hours on average required for our Certificate programs. 2 months or less is the average length of our certificates. m.: exec.programs@nyimexec.com, t MEDIA PARTNERS CORPORATE RESEARCH PARTNER 5 // INTEGRATED DATA-DRIVEN MARKETING PROGRAM //