May 2019 MarTech Series

How to Understand Your Customers: Real Life Stories from Customer Data Analytics Experts

Gaining customer insights can be challenging and rewarding. Understanding your customers, from basic demographics through in-depth buying behaviors, provides marketers critical information to position products and influence purchase decisions.

Join us for a discussion of customer analytics, including the nature and complexity of the field, source data obstacles, data preparation, visualization, and storytelling. Mike will share his experience with regional, national, and international retailers. Sheila and Mike will facilitate an open discussion of the challenges and successes in customer analytics.

Attendees will gain valuable insight and a greater understanding of customer data analysis, including key reasons companies find it difficult, important nuances as compared to other data analysis, and examples of successful customer insight efforts. Lunch is provided.

Who should attend
Marketers, merchants and analytics professionals will find this session of the MarTech Series useful, especially in industries with large or complex customer bases, numerous locations, and/or a large number of products or services.

Parking
Parking is available, but limited. Attendees are encouraged to carpool or use Lyft or Uber.

About the presenters
Mike Lane is a principal consultant with Point B, a management consulting firm that helps clients develop strategic insights and translate them into impact. He has developed data analytics platforms in numerous industries and has recently delivered customer data analytics capabilities retailers of various sizes, from an international pharmacy retailer to national and regional retailers with large customer bases and large product assortments.

Sheila Kloefkorn is CEO and President of KEO Marketing, a full-service, business-to-business marketing agency specializing in marketing strategy, messaging, digital infrastructure, execution, and analytics. A marketing expert with more than 25 years of experience, Sheila has helped hundreds of enterprises increase revenues by hundreds of millions of dollars. She leads a talented team of marketers in creating and executing award-winning marketing campaigns across the United States and more than 100 countries around the world.  

About the MarTech Series
The MarTech Series was created to help professionals make the most of their marketing technology and to help companies execute their marketing and business strategy and effectively with data-driven decision making. Co-chairs are Michael Lane, principal consultant of Point B, and Sheila Kloefkorn, president and CEO of KEO Marketing, with staff liaison Jill Brownley. The Committee meets monthly with experts to share best practices and perspectives on the multitude of business technologies and marketing tools available ranging from traditional CRM software, to sophisticated tools with AI and predictive analytics. To learn more or to get on the MarTech Series email list, contact [email protected].