Customer Behavior Insights through Marketing Dashboards - Philadelphia, PA

Courtyard Philadelphia Downtown
21 N. Juniper Street, Philadelphia, PA 19107
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Listen to a sneak peek podcast by Instructor Stephen McDaniel, co-founder of Freakalytics, LLC and is co-author of “SAS for Dummies” and “Rapid Graphs with Tableau Software

                 Customer Behavior Insights Brochure

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 customer 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 is interactive and hands-on, using the case study approach.  It will show you a simple yet solid path to obtain hidden value from your data, including the ability to combine key datasets, efficiently analyze data using simple tables and graphs, and develop simple yet compelling dashboards that address tactical business needs and communicate ongoing results.  Most importantly, all of this work can be updated with new data and changing conditions to manage ongoing needs in your marketing program.

You will need to bring a laptop with free evaluation or full versions of Excel (2007 or 2010), Microsoft Access (2007 or 2010), and Tableau 6.0 installed.

Although we focus on these tools, the techniques and concepts are applicable to any standard data feed, analysis tool or database in your workplace.  Sample data sources that will be used in class exercises include in-house campaign data, Google Analytics, online sales data, online advertising data and offline transactional sources. 

Learning Objectives

·    Apply several techniques to consolidate disparate data
 during hands-on exercises

·    Review common data quality issues and techniques to identify
     and mitigate them 

·    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 customer lifetime value

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

·    Learn simple graph and dashboard design principles for better
     understanding of your data

·    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 who is involved in online or e-mail analytics, including business analysts, research managers, program owners, product managers, and whoever wants hands-on experience in using simple methods to better understand customer behavior across a variety of marketing channels.

This class is interactive and hands-on, using your laptop with Microsoft Excel (2007 or 2010), Microsoft Access (2007 or 2010) and Tableau 6.0 Desktop.  Although we focus on these tools, the techniques and concepts are applicable to any standard data feed, analysis tool or database in your workplace.

You must bring your own laptop with

Excel 2007 or 2010,

Access 2007 or 2010 and

Tableau 6.0 installed. 

All of these products are available in evaluation format for trials of at least two weeks from the vendors. If you are using the evaluation versions, please don’t activate them until 7 days before the course to ensure you have continued access for the course exercises.

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Stephen McDaniel

Continental Breakfast will be provided each day from
8:00 - 8:30 a.m. the Training Series program begins at 8:30 a.m.

1.      Day 1 (approximate times)

·        Combine and enrich your data: multiple case study-approach
         including hands-on exercises

·        Develop customer segments, ending with a hands-on exercise

a.      8:30-11:00 AM
         Disparate data sources

b.      11:00-11:30 AM and 12:30-1:30 PM
         Additional data management.

c.      1:30-2:30 PM
         Data quality issues.

d.      2:30-4:30 PM
        Customer segments.

2.      Day 2 (approximate times)

·        Customer value basics and review of a technique for customer

·        Dashboard development using a case study approach,
         combined with segments and customer valuation. 

·        Good design guidelines for graphs and dashboards.

Note that dashboard exercises will be created in Tableau 6.0, which has a free desktop evaluation license, a free reader, and a free public version.

a.      8:30-10:00 AM
        Customer value.

b.      10:00-11:30 AM
         Tableau Software and dashboards.

c.      12:30-1:45 PM
         Good dashboard design.

d.      1:45-4:00 PM
         Interactive group development of a dashboard.

Registration is not available at this time.

Training Series Hotel Location
Courtyard Philadelphia Downtown
21 N. Juniper Street
Philadelphia, PA 19107
Phone: 1 215.496.3200
Fax: 1 215.496.3696
Hotel Website:

A PIECE OF PHILADELPHIA HISTORY! The Courtyard Philadelphia Downtown hotel opened after a grand $75 million restoration, recapturing the grandeur of its 1926 origins and placing it among the premier downtown Philadelphia hotels. Unlike other downtown Philadelphia hotels, the 18-story, 498-room hotel is listed on the "National Register of Historic Places" and stands as a charming testament to time with unique architectural details. Catering to both business and leisure travelers, the elegant historic downtown Philadelphia hotel is ideally located in the "Heart of Center City" across from City Hall, 1 block to the Pennsylvania Convention Center and within walking distance of the Financial & Historic Districts, Avenue of the Arts and renowned restaurants and shopping.

Rates: $159.00 Single/Double occupancy (plus applicable state & local taxes, currently 15.2%)
Rates are based on availability.
Rates include complimentary in-room high speed internet access.

Please call 1 800.228.9290 or 1 215.496.3200 & mention the American Marketing Association Training Series “Customer Behavior Insights through Marketing”. You must make your hotel reservations by March 21, 2011 and properly identify yourself to qualify for the special group rate.  

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival.  Cancellations made after 6:00 p.m. hotel time on the day of arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m. and check out is at 12:00 p.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available.  Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered.

Area Attractions, Events & Tourism
Please visit the Philadelphia Convention & Visitors Bureau website for additional city information.

The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here:
or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here:
To make a reservation online click here:
or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Area Airport
Philadelphia International Airport - PHL
Phone:  1 215.937.6937
Distance: 10 miles SE
Driving Directions: Take Interstate 95 North to Interstate 676 West (Central Philadelphia) and exit at Broad Street (Route 611). Stay in the left lane and take the first left turn onto Vine Street. Continue on Vine Street to 12th Street and turn right. Proceed to Market Street and turn right. Follow Market Street toward City Hall and the hotel will be on the right immediately after the first traffic light.

Taxicabs are readily available at the Philadelphia International Airport. The estimated taxi fare is approx. $29.00 one-way.

Public Transportation
Train service from the airport is available on SEPTA (Southeastern Pennsylvania Transportation Authority).
Please visit the SEPTA website for more information

Shuttle Service
Lady Liberty Transportation provides airport shuttle service to & from the Philadelphia International Airport. Fares are $10.00 one-way (subject to change without notice).
Travel from the Philadelphia International Airport:
Reservations are not required for airport arrivals. Service is available from 5:30am until 12:00 midnight. Proceed to Ground Transportation counter upon arrival (located near Baggage Claim) and register with the counter attendant (ticket number will be called when van arrives). Dial 27 from courtesy phones at counter and inform dispatcher of destination and number in party (please call after luggage is claimed).
Travel to the Philadelphia International Airport:
Call 1 215.724.8888 to make a reservation in advance. Recommended pick-up time is at least 2 to 2.5 hours before departure time for domestic flights. Recommended pick-up time is at least 3 to 3.5 hours before departure time for international flights.
Please visit for more information.

Parking at the Hotel
The Courtyard Philadelphia Downtown offers valet parking at a rate of $43.20 per day (subject to change without notice).

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