Data Driven Customer Insight

Data is talking to us constantly. But do we really understand what it is saying? If only we had the tools and the understanding to get the real messages from our data, our insights would be fuller, our understanding clearer and our business decisions better. In this course we show you how to squeeze the hidden meanings from numerical data.

You will learn how to apply robust quantitative analysis tools to critically important aspects of your role. Your ability to translate qualitative marketing analysis into robust and defensible numbers will give you deeper insights and conviction of the validity of your proposals. Your skill with 'the numbers' will give you a distinct advantage in your future career as the business world becomes increasingly analytics driven.

Your company will be able to get at all the real information locked way inside the data, and a scarce asset – you – can make the numbers speak. Effective use of the data will contribute to your company’s competitive advantage and your management confidence that the numbers have been thought through properly.

This course is especially suitable for product, marketing and new product development managers and those who need a deeper understanding of how data works. This might include accountants and analysts who work closely with product marketing specialists. The course is very challenging and demands greater quantitative skills than any other business course you may have attended.

• Spreadsheets.
• Some useful and less well known Excel functions, including the Analysis Tool-Pak.
• Description of factor and cluster analyses and how these can be used to classify customer segments on precise criteria.
• How to estimate market size using empirical data.
• Description of analytical models and tools for refining and supporting to business case arguments.
• Assessing NPD investment viability using a variety of tools.
• Identifying and quantifying impact of changes in business conditions to marketing project viability.
• Using sophisticated lifecycle models to forecast product adoption and diffusion.
• Demand forecasting using regression tools.
• Planning a marketing experiment and assessing its success.

In this practical course we shall work on realistic cases studies using tools and methods that can be applied in your day to day professional marketing work. We illustrate particular techniques with recent examples from consulting practice and encourage delegates to apply the methods to their own data.