The Customer Insight through Research and Analytics course is designed to teach marketers what they need to know about the science and art of research and analytics. With a practitioners approach, this course will give you the foundation you need to ensure that the research and analytics you undertake are designed to be effective and efficient and ensure you are better equipped to deliver meaningful business results. Learn the principles of when to use research, when to use analytics and more importantly, how to integrate the two to achieve real customer insight.

• Research and Analytics Course Requirements
• Research and Analytics Course Outline
• Research and Analytics Instructors

Course Requirements

Please note that registrants must have at least three years of marketing management experience to enrol in this course. There is an attendance requirement in this course (student can miss a maximum of two classes with legitimate reason). The final exam is mandatory. All coursework must be completed in the required timeframe. Coursework includes assignments and a 3-hour written final examination. Students must achieve a final overall mark of 60% and obtain a minimum mark of 50% on the final examination in order to qualify for a certificate pass.

Research and Analytics Course Outline

The following is a general outline of the course content. The actual sequence of topics covered in specific sessions may vary somewhat, depending upon availability of guest speakers (if applicable) and delivery format of the individual instructor.

Session One – The strategic planning framework. Where and how Research and Analytics fits

• Review of the corporate and marketing strategic planning framework
• Using research and analytics in the marketing mix to achieve meaningful and measurable business results
• The changing environment and the impact it has had on research and analytics

Session 2 – Building Customer Knowledge through Research

• Understanding the research process and problem formulation and how it supports strategy and tactics
• Determining sources of information and the research design
  • Primary versus secondary research
• Differences between B2C and B2B research
• Contemporary and emerging applications of research

Session 3 – Tools and Techniques of Research

• Comparative evaluation of data collection methods
  • Qualitative versus quantitative approaches
• Review of analytical techniques and their practical application
• How to choose the correct analytical technique

Session 4 – Building Customer Knowledge through Analytics and Modeling

• Understanding the definitions and fundamentals
• Applying different analytical techniques to build customer knowledge
• Stages of customer value calculation
• Understanding the underlying technology requirements
• Asking the right questions to ensure you get the right analytics solution

Session 5 – Application of the core disciplines and tools

• In-market experiences from analytic vendor and tool developer

Session 6 – Technology Enablers and Integration of Research and Analysis

• Building and/or leveraging your technology infrastructure
• LTV development
• Integrating Research and Analytics for optimal results

Session 7 – Customer Insight as a Business driver

• Building and monitoring customer franchise health through a Customer Feedback program
• Communicating Customer Insights
• Building a knowledge management plan

Session 8 – Review

Session 9 – Final Exam

Course Instructors

David Malesich
President, Echelon Research Group

David Malesich is a seasoned marketing and public opinion research professional with experience in market research and consulting within Canada, the USA and abroad. Over the years, he has provided global and domestic clients with competitive information and strategic insight to address a wide range of issues for the both the B2C and B2B markets through actionable research studies.

With a strong background in advanced multivariate statistical analysis, David uncovers deep insight into the needs of his clients. However, David believes it is not enough to simply report numbers or findings; it is more important to understand how information can be used to improve decision-making and be the foundation for practical solutions in strategic and tactical planning. It is this philosophy he has brought to the research-driven counsel he has provided to some of the world’s largest organizations including Microsoft, Intel, Coca-Cola as well as some of the world’s largest financial institutions.

David has helped decision makers by conducting various types of projects including: usage & attitude, concept testing, advertising effectiveness, brand equity, customer satisfaction & loyalty, and customer segmentation. Through analysis and identification of emerging trends and opportunities, David has helped clients develop strategies for improving client revenue and loyalty, develop/reposition products & services, identify winning marketing strategies, anticipate market response, and how to structure operations.

Alexis Zamkow
General Manager, Data Products, Canada Post Corporation

In both senior client and agency positions, Alexis has developed her skills in CRM and Marketing Strategy across a broad spectrum of organizations and industries, all focusing on leveraging customer information to build loyalty and profitability. With experience in both Canada and US on analytic and technology assignments for companies such as Direct Energy and GTE, Alexis has blended research, segmentation, modeling and CRM technologies to deliver improved customer experiences and revenues. Alexis has also lead agency teams on data-driven loyalty and communications programs for companies such as Bell Canada, Sears, Mead Johnson, Nissan, Future Shop, Ford of Canada and Scotiabank. Currently, as the General Manager of Data Products for Canada Post, Alexis is building segmentation solutions to deliver improved targeting and response management results for direct mailers across the country.