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A Network To Build Chicago Arts Audiences

November 18, 2025 - November 19, 2025

Customer Behavior Insights through Marketing Dashboards

A workshop

Presented by American Marketing Association

Does your organization have multiple disparate sources of internal and external data about your customers, sales and campaigns?  What if you could merge these data sources together with common office productivity tools, begin with simple rules for customer segmentation and lifetime value estimates and present these insights rapidly in simple yet effective dashboards?  Would this revolutionize your marketing programs and the ability of your teams to make smarter tactical and strategic decisions?

This course will show you a simple yet solid path to obtain hidden value from your data including the ability to combine key datasets, efficiently analyze with simple visualizations and address tactical business needs and communicate ongoing results in simple yet compelling dashboards. Most important, all of this work can be updated with new data and changing conditions to manage ongoing needs in your marketing program.

Sample data sources that will be used in these exercises will include in-house campaign data, Google Analytics, online sales data, online ad data and offline transactional sources. 

Learning Objectives

·    Apply several techniques to consolidate disparate data sources

·    Review common data quality issues and techniques to identify and mitigate these problems

·    Learn how to create simple rules to categorize customers into meaningful segments

·    Apply an easy to understand model to transactional, behavioral and demographic customer data to create lifetime value estimates

·    Explore more sophisticated approaches to identifying customers by segment and assigning lifetime value estimates

·    Learn simple graph and dashboard design principles to accelerate understanding of program outcomes

·    Hands-on development of simple visual analytic views for a business dashboard aligned around key program objectives

·    Understand how simple visual analytics and dashboards can empower program owners to quickly comprehend program success and make simple course corrections to meet objectives

Who Should Attend?
Anyone involved in online or e-mail analytics, business analysts, research managers, program owners, product managers and anyone who wants to use simple methods to better understand customer behavior across a variety of marketing channels.

Register by October 19, 2025 at 12:00AM for early registration fee. 

Location

Training Series Conference Center Location
The University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611
Phone: 312.464.8787

Admission

AMA Member Price: $1,575.00; Non-Member Price: $1,825.00

Agenda

This course begins at 8:00AM on November 18 and will end on November 19 at 5:00PM

Agenda

1)     Day 1- combine and enrich your data with a online and offline retail winery example

All work is done in with Microsoft Excel and Access 2007 with the focus on  sound principles.  The concepts are applicable to any standard data feed or database in your work.

i.     9-11:30

  • Walk-through selecting and combining data sources including demographic, transactional, e-mail, direct mail and online data
  • General methods not covered in this example will be highlight

ii.     12:30-2:30

  • Common data quality issues will be reviewed
  • The class will perform hands-on data cleansing

 iii.     2:30-5 PM

  • Create key success metrics for your analysts and marketing decision-makers
  • Hands on, rule-based  approaches will be applied to identify customers by segment and score customers with estimates of lifetime value.
  • Additional methods for creating more sophisticated versions of these key metrics will be reviewed.

2)     Day 2- use the data from day one to rapidly building simple visual around key performance metrics that will be the components of our dashboards

Good design, visual data presentation and usage principles will be universally applicable to any toolset.  All exercises will be created in Tableau which has free readers, a free desktop evaluation license and a free public version of the tool that can be used to understand good visualization and dashboard design principles.

i.     9-10 AM

  • Principles of good graph design for marketing data
  • Examples based on the sample data

ii.     10-11 AM

  • Principles of good dashboard design
  • Examples based on sample data

iii.     11-Noon

  • Jointly designing content for 2-3 class dashboards

iv.     1-2 PM

  • Build views for each dashboard

v.     2- 3 PM

  • Assemble 1st dashboard, explore the data using the dashboard

vi.     3-4 PM

  • Add operational “future” data to the dashboard to see how ongoing operational monitoring might play out

vii.     4-5 PM

  • Review of key learnings in the course
  • Discussion of course in the context of attendee challenges and possible solutions beyond the scope of this course
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