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Data-Driven Marketing focuses on how organizations can use transactional and behavioral data to direct and manage marketing efforts that are consistent, measurable, and repeatable. Encompassing CRM, contact management, and direct marketing, students will learn how to apply financial principals and accountability to marketing communications.
The program covers measuring, managing, and growing the customer base to meet strategic financial goals. Use of systems to track and measure, as well as tactics to segment and target, will be discussed. Students will leave with a set of planning tools they can apply in their own business setting.
 

Sessions One: Data and data systems, internal and external data sources, understanding contacts, transactions, and products.

Session Two: Segmentation and targeting, tracking and measurement, creating financial models, strategy and goal setting.

 

 
The course is designed for any member of an executive level management team that is involved with corporate financial planning, marketing communications, sales, systems support, or product development. Emphasis is placed on communications where multiple decision makers are involved in the buying process, as is common in Business-to-Business. Content will include situations with a sales force, multiple sales channels, and direct methods such as web sales.

 

Instructor: Alan Weber
Class Date(s): November 4, 2011
Class Length: 1 day
Cost: $495 

 

Instructor Bio

Alan Weber is Principal of Data to Strategy Group and an Adjunct Faculty at University of Missouri-Kansas City. He was the past President of the Kansas City Direct Marketing Association. Weber is the author of the recently released book, Data-Driven Business Models (Thomson-Southwest), co-author of Event Driven Marketing and Desktop Database Marketing (NTC Business Books). His articles have been published in various magazines, including Target Marketing, DM News, and Catalog Age. He earned an M.B.A from the Bloch School of Business with an emphasis in Direct Marketing and Bachelor's degree in Industrial Management from the Krannert School of Management at Purdue University.
 

 

 For group enrollment call (816)235-5439

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At least ten (10) business days are required to reschedule or cancel any class in order to receive a full refund minus a processing fee of $50. Cancellations made less than ten (10) business days from the class start date are eligible for credit towards future classes but are ineligible for a refund. When rescheduling occurs our policy requires a $50 administrative transaction fee. Any and all fees paid toward classes cancelled by Bloch Executive Education will be promptly refunded or applied to a later class date at the customer's discretion. All registrations will be confirmed within 24 hours of registration date.