Executive Education Program

Marketing Analytics - Strategic & Practical Applications

April 25-26, 2016

The Solution Center
1101 Slater Road, Durham, N.C.
(minutes from RDU Airport and Research Triangle Park)


Applying analytics and harnessing Big Data are standard requirements for today’s marketing professionals, needed to justify investments and increase your revenue.

As a participant, you will:

  • Come away with techniques and ideas on how to turn data into actionable business intelligence to apply in your consumer or business-to-business environment.
  • Learn how to set up processes to make analytics a mainstream part of strategic planning, and build world class teams that can confidently make data-driven decisions, transforming your organization into a fact-based culture.

Course Description

  • Day 1 topics include development of integrated marketing, sales and analytical business processes and skills, as well as obtaining the sponsorship needed.
  • Day 2 topics include understanding various marketing analytics concepts, types of data used, state of the art technology and tools, and how to apply analytics techniques to accomplish customer acquisition, cultivation, and retention goals through analysis, reporting, data visualization, segmentation and modeling.
  • Relevant for both B2B and B2C companies, as case studies in various industries will be shared demonstrating these concepts.
  • Participants should leave the course with an action plan to implement these concepts within their company.

Who Should Attend

  • Senior executives and upper level management in marketing, sales and strategy who want to use data analytics to drive customer growth
  • Other executives who interact with, or support, data-driven marketing and sales efforts (e.g. IT or Operations)
  • Business-to-business and business-to-consumer companies
  • Knowledge of statistics or previous use of analytical software is not required


DAY 1 - Strategic Applications


  • Ice breaker
  • Discussion on pre-reading
  • Review of agenda & course objectives
Ad hoc vs. Integrated Analytics
Creating a Linkage Between Analysis & Action
Case Study: Utilizing Competitive Data to Drive Offer Components

Creating the Case for Integrated Analytics

  • Defining costs, tools and data
  • Defining key suppliers, analytics resources, consumers of analytics
  • Defining key measurements and outcomes
  • Testing and validation
Case Study: Customer Segmentation to Drive Differentiated Market Strategy
Gaining Sponsorship Internally
Homework: Defining Your Core Insight (Data sources, analysis, linkage into the organization)
DAY 2 - Practical Applications

The Importance of Data

  • Sources used in marketing
  • Dealing with dirty data, anomalies, outliers

Leveraging Analytics Throughout the Customer Lifecycle

  • Acquisition: Propensity to buy models
    • Case Study: Utilizing Customer Purchase Data to Determine Propensity to Buy
  • Loyalty: Segmentation techniques (demographic, RFM, cluster, k-means, latent class)
    • Case Study: Buyer’s Journey Segmentation and Analysis
  • Retention: Predicting churn & selective winback
    • Case Study: Attrition Models & Operationalizing Output to Sales/Marketing


  • Key steps: Talk, walk, run
  • Process improvement/Continuous learning
  • Measurement - Test/control, refine

Wrap up

  • Individual consultations on core insight (continued from lunch break)
  • Evaluations

Continental breakfast and lunch will be provided each day of the program.

Registration Details

Preparation: Participants will be asked to provide information on their current use of analytics and goals/needs from this course. Reading materials will be sent in advance
Schedule: Two-day program, 9:00 a.m.–5:00 p.m. each day
Registration fee: $2,750 (includes instruction, materials, continental breakfast and lunch)
Cancellation policy: Cancellations received more than 2 weeks prior to program start date will receive a refund less 50%. Cancellations received 0-2 weeks prior to start date will not receive a refund.
A minimum of 10 participants is needed for the program to take place.
Registration Deadline: March 31, 2016



Bethany Klebanov has 20 years of experience in analytics and business intelligence, and has worked in a wide variety of industries including insurance, telecommunications, manufacturing and retail through a mixture of internal and consulting positions. Her work has encompassed all areas of analytics engagements including conceptualization, methodology development and results socialization. Klebanov has led a wide variety of sophisticated analytics projects including: sales forecasting, a variety of behavioral based customer segmentations, price sensitivity based store segmentation, propensity to buy models, and designing and implementing test and control measurement plans. While Klebanov has an extensive background in advanced statistical techniques, her focus is on applying the simplest analysis possible to drive concrete business action. Klebanov holds a PhD and MA in mathematical behavioral science (cognitive science) from the University of California, Irvine, and a BS with university honors in applied mathematics (operations research) from Carnegie Mellon University where she was elected to Phi Beta Kappa.  She is currently the chief data scientist with Go2Market Analytics.

Nancy Maluso is a results driven executive with broad functional expertise in driving revenue in business-to-business technology sectors. Her experience in sales, services, communications, marketing and product management have made her expert on how to leverage information across disciplines. Maluso gained her expertise working by steadily progressing through a variety of roles at NCR Corporation including customer support, industry marketing and sales. She was CMO and co-founder of a software hosting and outsourcing provider creating value for clients by providing insights into their customer online behaviors and buying patterns and then targeting services to those clients to increase conversion rates. Her 10 years at Avaya saw her lead teams across a number of functional areas including sales, managed services and marketing. In all these areas, Maluso was an expert at leveraging the use of analytics and data to manage her team to achieve desired results and to stake out strategic next steps. At Sonus Networks she utilized market insights to drive new product requirements, third party partnerships and value propositions. Maluso holds a BS in computer science with a minor in mathematics and an MBA from the Wharton School of Business.

Heidi Lanford has spent the past 20+ years helping companies rapidly improve their ability to compete by turning massive amounts of data into actionable business intelligence through benchmarking, reporting and predictive modeling. Her recent focus has been with B2B technology companies, developing their go-to-market strategies which enable them to choose the best growth markets, strike the right balance between sales models, and find optimal customer segments. Lanford’s expertise stems from her consulting and agency background with PricewaterhouseCoopers and KnowledgeBase Marketing (a WPP firm). Her clients included McDonald’s, Harley-Davidson, The Limited, Sprint, United Airlines and HP. Recently, she built and led the global business intelligence and analytics functions for Nortel and Avaya, working directly with marketing, sales, sales operations, strategy, product development and channel organizations internally. Lanford serves on the advisory board for the University of Virginia’s Data Science Institute (DSI). A frequent speaker at industry conferences, including IDC's CMO Advisory Board and the National Center for Database Marketing (NCDM), she is a recognized expert in this field. Lanford holds a BA degree in mathematics with a minor in statistics from the University of Virginia. She is currently the CEO of Go2Market Analytics.


Contact Bill Burpitt, associate dean for the Love School of Business, at wburpitt@elon.edu or 336.278.5949.