BIG DATA –
MARKETING
ANALYTICS
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OVERVIEW
Marketing practice will be defined by an emerging, data-rich environment
that will revolutionise all that we do: segmentation, targeting, positioning,
communications and customer management.
We risk being swamped by ever expanding forms of data – but fortunately
our understanding of how to manage and analyse this data is growing
commensurately. Big Data and Marketing Analytics are not issues exclusively
for Information Technologists and Data Scientists, Marketers need the
confidence and skills to direct investments in this area and extract benefits.
Are you prepared?
The Cranfield programme is unique because it provides hands-on experience
with segmentation, targeting, positioning and customer management even if
you have little or no experience in analytics or data science. When you finish,
you will be able engage with IT / Analytics more effectively and ensure your
organisation directs its investments to areas that will generate real benefits for
your brands.
All delegates will be given access to JMP PRO, an intuitive and visual
package, and instructed how to use it. Please see website for dates and fees.
DURATION
TO BOOK CONTACT:
3 days + 1 follow-up day
1
T: +44 (0) 1234 754570
E: som.action@cranfield.ac.uk
Book online at www.cranfield.ac.uk/som/bda
KEY BENEFITS
CORE CONTENT
• Confident of your ability to
engage fully with the big
data revolution in marketing
practice.
This highly practical programme
alternates between theory and
practice by exploring, modelling
and visualising data: the core skills
you will want to understand and
eventually master the challenges
and opportunities afforded by
Big Data.
• Brief data experts/
departments more consciously
and with confidence
• Identify the customer insight
that you really need
• Improve core marketing
practices: segment, target,
position, manage customers
better
The Cranfield approach is to go
directly to the critical practices
of marketing: segmentation,
targeting, positioning and managing
customers. We use a simple,
easy-to-use data exploration and
visualisation software (JMP Pro)
so that you learn by doing. This
is supplemented by facilitated
discussions that help you explore
the new business models enabled
by Big Data and Marketing Analytics
in your environment.
Additionally, you will be tasked
with driving an enhanced analytics
experiment in your organisation
and to report back to the group
in a follow up one-day workshop,
normally two to three weeks after
the main programme. This embeds
the learning and generates value to
your employers.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
DELEGATE PROFILE
• Marketing managers in any
industry looking to engage
with the emerging data rich
environment. There is no
need for the delegates to
have a statistical or computer
programming background.
• Teams are welcome to attend
and work on a plan for their
own company (maximum 5
delegates per organisation).
Book online at www.cranfield.ac.uk/som/bda
TIMETABLE
DAY 1
• Big Data Marketing Analytics
introduction
• Introduction to JMP
• Segmentation - theory and
application
DAY 2 & 3
• Targeting -theory and application
• Positioning -theory and
application
• Customer Management - theory
and application
FOLLOW UP
• Presentations from delegates
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
PROGRAMME LEADERS
DR STAN MAKLAN
BSc (Economics) MBA PhD
Reader in Strategic Marketing
Stan has senior level experience in industry,
consulting and academe. He began his marketing
career in Unilever where he worked for ten years,
ending up as the Marketing Director of its Swedish
Toilettes business. He worked in consulting most
notably with large US systems integrators in CRM,
before finally entering academe at Cranfield where
he has been a member of the strategic marketing
faculty since 2006.
He researches in the area of IT and Marketing, covering CRM, Customer
experience, business case development and big data. He has recently
co-authored a third edition of an internationally successful book: Customer
Relationship Management: Concepts and Technologies.
Stan teaches graduates, students and executives, for whom he runs Cranfield’s
Marketing Director’s Programme in addition to Big Data Marketing Analytics
Book online at www.cranfield.ac.uk/som/bda
CRANFIELD MANAGEMENT
DEVELOPMENT CENTRE
Our Open Executive Programmes are
held at the Cranfield Management
Development Centre (CMDC). Full
board accommodation (where
applicable) and all sessions are
usually held at this specifically
designed conference centre which
has an established reputation for
being one of the best centres in the
country.
Located in a rural, tranquil setting on
the Bedfordshire/Buckinghamshire
border, CMDC is conveniently
situated by the M1 motorway, railway
stations and major airports. We even
have an airport on site!
TAKING CARE OF YOUR
EVERY NEED
We understand that development
doesn’t only happen in the lecture
room. That is why the CMDC
provides inviting lounge areas
where you can network with your
colleagues, restaurants that allow
conversation to flow easily as
you enjoy the excellent cuisine,
and fitness facilities, including a
swimming pool, sauna and exercise
room, to relax and invigorate you at
the end of the day.
A HOME FROM HOME
After a hard day’s learning, lie back
and relax in one of the 186 modern
en-suite bedrooms, all of which are
designed to make you feel at home.
The amenities include free Wi-Fi,
freeview television, a great working
area with appropriate light and desk
space and a music centre to help
you unwind.
General Enquiries:
W: www.cranfield.ac.uk/som/executive | T: +44 (0)1234 754570 | E: som.action@cranfield.ac.uk
Peterborough
A1(M)
Cambridge
Bedford
Milton
Keynes
Cranfield
Luton
M1
Stansted
M11
M25
London
M4
Heathrow
M20
Gatwick
M23
PLEASE BE AWARE:
The information in this brochure was correct at the time of going to press. However, as part of the on-going
development of our programmes, delegates, leading academics and practitioners continually review the
programmes and their content.
We have made every effort to use accurate descriptions, images, quotations and references but errors and
omissions may occur and are expected. Please check the programme page on the website for the latest
information, fees and offers.
Cranfield School of Management reserves the right to amend the published programmes. For full terms and
conditions please see our website:
www.cranfield.ac.uk/som/executive/tc
CRANFIELD MANAGEMENT DEVELOPMENT LIMITED
Cranfield, Bedford, England, MK43 0AL
T: +44 (0) 1234 751122
F: +44 (0) 1234 751806
www.cranfield.ac.uk/som/executive