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The Data Story Academy

course
Driving Marketing Strategy via Research
Driving Marketing Strategy via Research
Driving Marketing Strategy via Research

About the Course

One of the critical things that separates advanced market researchers from the rest is the ability to connect findings with their primary audience, the marketing community.  If you want to take your consulting skills to a new level, this course is for you!

By the end of the course, you will know how to recognize an opportunity to add value to data using a range of strategy frameworks and how to apply them.  The frameworks include

  • Competitive Market Structure, layering classic perceptual maps
  • "Most Valuable Consumer," identifying and sizing the core group of consumers that drive the category and pinpointing them in demographic terms
  • Conversion Metrics, arranging readily available data to identify gaps and set consumer-relevant goals
  • Brand Strategy Grid to determine how best to meet those goals
  • Demand-Creating Conditions to help optimize the marketing mix.

While the course should benefit all, it will be particularly useful for those completing our Beginner's and Advanced Tracking Research courses

Limited-time offer! Enroll now for free before we add a nominal fee.

Course Instructor

Andrew Kelly
Andrew Kelly
Course Progress
Not started
Enroll
Course Outline
  1. Getting Started
    1. How to approach this course.
    2. What you need
  2. Overview
    1. The Researcher's Challenge
    2. Course Outline
  3. 5 Key Frameworks
    1. Competitive Market Structure
    2. Most Valuable Consumers
    3. Conversion Metrics
    4. Brand Strategy Grid
    5. Demand Creating Conditions
  4. The Burger Chef Story (so far)
    1. Draft strat-plan
  5. Certification
    1. Before you start
    2. Exam
    3. Completing the course
course
Driving Marketing Strategy via Research
Driving Marketing Strategy via Research
Course Progress
Not started
Enroll

About the Course

One of the critical things that separates advanced market researchers from the rest is the ability to connect findings with their primary audience, the marketing community.  If you want to take your consulting skills to a new level, this course is for you!

By the end of the course, you will know how to recognize an opportunity to add value to data using a range of strategy frameworks and how to apply them.  The frameworks include

  • Competitive Market Structure, layering classic perceptual maps
  • "Most Valuable Consumer," identifying and sizing the core group of consumers that drive the category and pinpointing them in demographic terms
  • Conversion Metrics, arranging readily available data to identify gaps and set consumer-relevant goals
  • Brand Strategy Grid to determine how best to meet those goals
  • Demand-Creating Conditions to help optimize the marketing mix.

While the course should benefit all, it will be particularly useful for those completing our Beginner's and Advanced Tracking Research courses

Limited-time offer! Enroll now for free before we add a nominal fee.

Course Outline
  1. Getting Started
    1. How to approach this course.
    2. What you need
  2. Overview
    1. The Researcher's Challenge
    2. Course Outline
  3. 5 Key Frameworks
    1. Competitive Market Structure
    2. Most Valuable Consumers
    3. Conversion Metrics
    4. Brand Strategy Grid
    5. Demand Creating Conditions
  4. The Burger Chef Story (so far)
    1. Draft strat-plan
  5. Certification
    1. Before you start
    2. Exam
    3. Completing the course

Course Instructor

Andrew Kelly
Andrew Kelly
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