Customer Behavior Insights Brochure

Does your organization have multiple disparate sources of internal and external data about your customers, sales and campaigns?  What if you could merge these data sources together with common office productivity tools, begin with simple rules for customer segmentation and customer lifetime value estimates, and present these insights rapidly in simple yet effective dashboards?  Would this revolutionize your marketing programs and the ability of your teams to make smarter tactical and strategic decisions?

This course is interactive and hands-on, using the case study approach.  It will show you a simple yet solid path to obtain hidden value from your data, including the ability to combine key datasets, efficiently analyze data using simple tables and graphs, and develop simple yet compelling dashboards that address tactical business needs and communicate ongoing results.  Most importantly, all of this work can be updated with new data and changing conditions to manage ongoing needs in your marketing program.

You will need to bring a laptop with free evaluation or full versions of Excel (2007 or 2010), Microsoft Access (2007 or 2010), and Tableau 6.0 installed.

Although we focus on these tools, the techniques and concepts are applicable to any standard data feed, analysis tool or database in your workplace.  Sample data sources that will be used in class exercises include in-house campaign data, Google Analytics, online sales data, online advertising data and offline transactional sources. 

Learning Objectives

·    Apply several techniques to consolidate disparate data
     sources during hands-on exercises

·    Review common data quality issues and techniques to identify
     and mitigate them 

·    Learn how to create simple rules to categorize customers into
     meaningful segments

·    Apply an easy-to-understand model to transactional, behavioral
     and demographic customer data to create customer lifetime value
     estimates

·    Explore more sophisticated approaches to identifying customers
     by segment and assigning lifetime value estimates

·    Learn simple graph and dashboard design principles for better
     understanding of your data

·    Hands-on development of simple visual analytic views for a
     business dashboard aligned around key program objectives

·    Understand how simple visual analytics and dashboards can
     empower program owners to quickly comprehend program
     success and make simple course corrections to meet objectives

Who Should Attend?
Anyone who is involved in online or e-mail analytics, including business analysts, research managers, program owners, product managers, and whoever wants hands-on experience in using simple methods to better understand customer behavior across a variety of marketing channels.

This class is interactive and hands-on, using your laptop with Microsoft Excel (2007 or 2010), Microsoft Access (2007 or 2010) and Tableau 6.0 Desktop.  Although we focus on these tools, the techniques and concepts are applicable to any standard data feed, analysis tool or database in your workplace.

You must bring your own laptop with

Excel 2007 or 2010,

Access 2007 or 2010 and

Tableau 6.0 installed. 

All of these products are available in evaluation format for trials of at least two weeks from the vendors. If you are using the evaluation versions, please don’t activate them until 7 days before the course to ensure you have continued access for the course exercises.

Cancellation PolicyCancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

Posted in: Marketing