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Big Data: A Hands-on Workshop for Marketers

Unlocking Opportunities for Growth and Enhanced Marketing Effectiveness

Big data is everywhere. More and more companies are using it to create better insights and build competitive advantage. How does big data fit into the marketing world? How can marketers find and exploit new opportunities through smart use of big data?

This workshop, designed for marketing leaders with broad responsibilities for driving growth, focuses on practical applications of big data. We go beyond the hype to look at actual case studies of how big data is being captured, created, analyzed and applied in areas such as product development, customer experience enhancement, new customer acquisition, channel management and the creation of new business models. It’s a terrific way to improve your understanding of big data and ways it can be most relevant to your business.

The goal of the workshop is to expand your view of how big data can help you unlock new opportunities and better manage your marketing efforts. You’ll leave with a template for considering where and how you can apply big data thinking to your business and the action steps necessary to turn an idea into reality. Along the way, we’ll examine common pitfalls and risks to avoid.

Who Is This Workshop For?

This workshop is for marketers who want to better understand what big data is and how it can be used to their advantage. It is designed for marketing/business team leaders and does not presume any advanced technical skills in data, systems integration or analytics. When you leave, you will have greater clarity and confidence in your improved ability to help your organization strategize and execute its plans in the emerging big data world.

Workshop Benefits

Questions we will answer in this workshop include:

  • What is big data?
  • Where do you find it and how do you manage it without getting overwhelmed?
  • How are companies using big data to build competitive advantage?
  • How is big data improving marketing effectiveness?
  • What are the emerging best practices?
  • How do you balance leveraging data with privacy?

As an outcome of the session, we’ll help you develop your own plan as to three things you can do to begin benefiting from big data now.

Begins:Wednesday, September 24, 2014 at 8:30am
Ends:Wednesday, September 24, 2014 at 1:00pm

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Registration Pricing
    Member Rate Non-Member Rate
  Program Registration Fee $ 595 $ 695

Instructor: Pat LaPointe

As chief growth officer at Growth Calculus, Pat LaPointe advises large enterprise companies and venture-backed firms on strategies for systemic growth through smarter marketing and data leverage. A former executive vice president of MarketShare and managing editor at MarketingNPV Journal, he has a 25-year history in marketing measurement, metrics, and analytics. Mr. LaPointe is the author of Marketing by the Dashboard Light:  How to Get More Insight, Foresight, and Accountability From Your Marketing Investments, a pioneering work in the foundations of marketing dashboard development. He has built marketing measurement and data analytics solutions for over 100 of the Fortune 500 companies across all industry sectors. Mr. LaPointe is a guest lecturer at major business schools including Wharton, Dartmouth, New York University, MIT and Stanford. He has been providing training to ANA member companies for over ten years and has taught thousands of marketers about metrics, analytics, and organizational adoption of enhanced marketing measurement. He is a member of the board of directors of the Advertising Research Foundation and a regular columnist for The Economist, the Journal of Advertising and Forbes CMO Network.





Takeaway/Content Summary


Foundations of Big Data


  • What is big data? 
  • Where does it come from?
  • How to separate reality from hype


How Are Companies Using Big Data for Competitive Advantage


  • Case studies on applications of big data in product development, customer experience management, channel management and marketing effectiveness


A Framework for Big Data Opportunities


  • What are the possible high-value uses for big data in your company?
  • Where can you find the data you need?
  • How can you pilot or test the concept?
  • Common traps and risks to avoid






Case Exercise –

Building a Big Data Plan


  • Exercise: Working together, we’ll apply the framework to a case example and explore the possibilities


Applying the Framework to Your Business


  • Exercise: Working individually, or in small groups, to interactively develop a big data plan for your business with instructor facilitation


 Group Feedback



  • Share your plan with the rest of the group and let them help you improve and tailor it


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