Burke Institute Seminars
The Burke Institute presents

Linking Customer Employee and Process Data to Drive Profitability On-Site Training

This on-site training class is also available as Public Schedule Seminar.

In this comprehensive two-day seminar designed for people who want to learn how to plan, execute, and/or manage linkage research and analysis initiatives

Course Description/Agenda

What You Will Learn
  • The origins of and rationale for linkage research and analysis, and why linkage research and analysis is an area of critical importance to marketers and marketing researchers.
  • The challenges and potential barriers to successful linkage research and analysis efforts, along with proven strategies for addressing these challenges and barriers.
  • A step-by-step process for designing and executing linkage research projects.
  • Specific quantitative and qualitative techniques for establishing the linkages among: multiple sources of customer and market data; customer data and financial/market performance metrics; customer data and employee data; customer data and internal/operational performance metrics.
  • How to apply the results of linkage research and analysis in order to: evaluate the costs and benefits of alternative managerial actions and investment strategies; determine priorities for managerial action and resource allocation; align and set performance targets for internal processes and operations in order to maximize the probability of achieving desired financial and market performance results; monitor and assess the impact of the preceding decisions and actions.


Course Outline and Schedule

----- First Day -----
08:30 AM - 08:45 AM Introduction of Participants
08:45 AM - 10:15 AM Session I
RATIONALE AND OVERVIEW OF LINKAGE RESEARCH AND ANALYSIS: Definition, rationale, and origins of linkage research and analysis; types of linkage analysis; key challenges and potential obstacles to linkage; basic approaches to and units of linkage research and analysis; introduction of a recommended process for analysis; examples and case illustrations.
10:15 AM - 10:30 AM Coffee Break
10:30 AM - 12:00 PM Session II
KEY STEPS IN DESIGNING LINKAGE RESEARCH PROJECTS: Linkage research and analysis process overview; definition and rationale for blueprinting; overview of the blueprinting process; organizing and facilitating a blueprinting session; using the blueprint to assess readiness to conduct linkage analysis; using the blueprint to focus and direct data inventory and assembly; key data processing and preparatory considerations and challenges; examples and case illustrations.
12:00 PM - 01:15 PM Lunch Break
01:15 PM - 03:00 PM Session III
OVERVIEW OF LINKAGE ANALYSIS PROCESS STEPS: Analytical steps in a linkage project; the recommended ten-step process; key objectives of each step of the process; examples and case illustrations; understanding alternate analytical techniques for linkage analysis.
03:00 PM - 03:15 PM Coffee Break
03:15 PM - 05:00 PM Session IV
LINKING MULTIPLE SOURCES OF CUSTOMER AND MARKET DATA: Goals and benefits of linking multiple sources of customer and market data; strengths and limitations of alternative sources of customer and market data; relevant techniques of analysis; triangulation of data and analysis of convergence; case illustration of convergence analysis and mapping; linking multiple customer surveys through bridge modeling; case illustrations of bridge modeling; mini-workshop.

----- Second Day -----
08:30 AM - 10:00 AM Session V
LINKING CUSTOMER AND MARKET DATA TO FINANCIAL AND MARKET PERFORMANCE INDICATORS: Rationale and benefits of linking customer and market data to financial and business results; basic approaches to analysis; overview and illustration of projection; overview and illustration of direct linkage; influential factors and key considerations in approaching linkage of customer and market data to financial and business results.
10:00 AM - 10:15 AM Coffee Break
10:15 AM - 11:30 AM Session VI
LINKING CUSTOMER AND MARKET DATA TO DATA FROM OTHER KEY STAKEHOLDERS: Rationale and benefits of linking customer and market data to data from employees, intermediaries, and other key stakeholders; the business case; quasi-employees of the firm, linking and prioritizing customer and employee issues.
11:30 AM - 12:45 PM Lunch Break
12:45 PM - 01:45 PM Session VII
LINKING CUSTOMER AND MARKET DATA TO INTERNAL PROCESS AND OPERATIONAL DATA: Rationale and benefits of linking customer and market data to process and operational data; case illustrations; key learning; key steps in action planning and implementation.
01:45 PM - 02:00 PM Coffee Break
02:00 PM - 03:30 PM Session VIII
BUILDING THE LINKAGE BLUEPRINT – A WORKSHOP: Team-based exercise designed to allow participants to apply the linkage blueprint and data inventory assessment steps.
03:30 PM - 03:45 PM Concluding Remarks


What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Linking Customer, Employee and Process Data to Drive Profitability" seminar.
Names of evaluators have been left out as a matter of professional courtesy.

"Very fascinating and relevant topic in today's world. (Speaker) presented the material with the right mix of theory and real world practical application examples, and engaged the participants very well."
Six Sigma Black Belt, Caterpillar Inc.


"This was an excellent seminar that is very applicable to the work I'm currently doing in my job. I hope that I will have the opportunity to use what I learned on a larger scale for my company. (Speaker) is a good presenter and uses his extensive knowledge to enhance the course with real world examples that we can understand."
Senior Research Specialist, Northwestern Mutual




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The Burke Institute
Burke Institute Seminars

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