Burke Research Seminar – How to Link Data to Drive Profitability
Linking Customer, Employee and Process Data
Brought to you by the Minnesota Chapter of the American Marketing Association
Co-sponsored by Cargill & The Research Edge
In today’s world of so much data, how do you ensure you’re using it well? Linking data from customers and employees is of critical importance to marketers.
This seminar is designed for marketing professionals, market researchers as well as market managers and others having to use data from various sources. What you’ll learn:
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Evaluate the costs and benefits of alternative managerial actions and investment strategies.
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Determine priorities for managerial action and resource allocation.
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Align and set performance targets for internal processes and operations in order to maximize the probability of achieving desired financial and market performance results.
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Monitor and assess the impact of the preceding decisions and actions.
About the Burke Institute
For the past 30 years, The Burke Institute has trained more than 70,000 marketing research practitioners from around the world, through both public and in-house customized marketing research seminars. Burke presents an unbiased look at various research practices, not just the proprietary viewpoints of a specific supplier. Since this day is a combination of a couple of Burke’s classes given over several days, they will cover the original topics in a bit less breadth to customize it for our one-day session. Take advantage of the MN AMA and the Burke Institute collaboration to save yourself travel cost, time, and effort by attending this seminar in the Twin Cities. Please visit www.burkeinstitute.com for more information.
About the speaker
Dr. Gupta serves as a senior level advisor to Burke’s clients as well as to the company’s internal project teams concerning the design and analysis of customer satisfaction studies, and studies linking customer, financial, employee, and operational measures. Currently he is a member of the Board of Examiners for the Malcolm Baldrige National Quality Awards. He draws from rich experience in the academic as well as the corporate world. His corporate training has provided him with rich experience on a range of industries such as technology, packaged goods, financial services, pharmaceuticals, and telecommunications. His research is regularly published and presented in leading marketing conferences, within North America as well as globally. Kunal earned a bachelors in mechanical engineering and an MBA from leading institutions in India, and a Ph.D. in marketing from McGill University in Montreal, Canada.
About the co-sponsors
Cargill is an international provider of food, agricultural and risk management products and services. We are committed to using our knowledge and experience to collaborate with customers to help them succeed. The Research Edge is a full service provider of market research to help you keep your competitive edge.
Seminar outline
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Rationale and Overview of Linkage Analysis. This covers the basic concepts of linkage analysis, the value that such analyses provide to an organization, alternate approaches to linkage analysis, key concerns and checks and balances of conducting such analyses, and a recommended process. We also use some real life case studies to share some findings of selected interesting work that has been done in the area.
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Key Steps in Designing Linkage Research Projects. We unveil the black box secrecy behind linkage research and cover the basic steps to a successful linkage effort. This session provides a rare insight into a process that attempts to catch any potential problems at the earliest. The session also highlights the importance of art as well as science in such assignments.
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Linking customer & market data to financial and market performance indicators. In this session we cover the issue that is probably of greatest interest to most organizations: linking customer survey data (e.g. satisfaction and loyalty data) to actual $ data to demonstrate that customers with more favorable attitudes are also more beneficial to the bottom-line of the organization. In this session we discuss the rationale for such analyses, the various approaches available, and some key factors to be considered.
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Building the Linkage Blueprint—a Workshop. This session covers the critical first step of the linkage journey, the “blueprinting process.” During this session we explain how the “blueprinting process” is conducted, and what outputs you should expect. For most of these sessions we attempt to pull together key decision makers from a cross functional team to create the business value chain for that organization using the customer as the cornerstone of the process. We then build upon this base to begin the formulation of the research design. The success of most linkage products typically relate back to the amount of time and effort placed in the “blueprinting process.”
Meeting Specifics
Date and Time
Tuesday, April 1, 2008
8:30 a.m. - 5:00 p.m.
Location
Cargill
15407 McGinty Road West
Wayzata, MN 55391
Map
Cost
AMA/MRA Member (before Mar. 5): $495
AMA/MRA Member (after Mar. 5): $595
Guest (before Mar. 5): $595
Guest (after Mar. 5): $695
Directions
From the airport, follow the signs to 494 West. Travel 17.4 miles on 494 to Minnetonka Blvd. exit. Turn right onto Minnetonka Blvd (Exit 17). Make immediate right onto McGinty Road West. It is 1.3 miles from this point to the Cargill Office Center.
From downtown Minneapolis: Follow 394 west 9 miles to north-south 494 exit. Take south 494 exit, go 2.1 miles to Minnetonka Blvd (Exit 17). Make immediate right onto McGinty Road West. It is 1.3 miles from this point to Cargill Office Center.
Registration
https://ssl.arcstone.com/nonprofitsolutions/oer2/index.cfm?org_id=105