Title Presenter
Length
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Marketing Analytics for Competitive Advantage Webinar Series
Marketing Analytics for Competitive Advantage (Introduction) (2008-09-24)
The first webinar in this series explores 1) what marketing analytics means, 2) how marketing analytics can help address today’s marketing challenges, 3) why the potential for marketing analytics is rarely achieved in most organizations and what you can do about it, and 4) introduce some desktop tools that will provide clear insight into market potential using data readily available.
Dr. Arvind Rangaswamy and Dr. Gary Lilien
57 min.
Know and Manage Your Markets (Market Segmentation and Targeting) (2008-11-12)
In the first of this two part webinar, Professors Lilien and Rangaswamy will identify the key segmentation concepts that lead to successful business-problem driven segmentation and how to avoid key segmentation black holes.
Dr. Gary Lilien and Dr. Arvind Rangaswamy
52 min.
Know and Manage Your Markets (Market Segmentation and Targeting) (2008-11-26)
In the second webinar, Professors Lilien and Rangaswamy will review appropriate processes and the associated tools (cluster analysis, discriminant analysis choice modeling, portfolio analysis) that are needed to conduct and implement successful segmentation and customer targeting programs.
Dr. Gary Lilien and Dr. Arvind Rangaswamy
56 min.
Developing Superior Offerings (Conjoint Analysis) (2008-12-10)
In this webinar, Professors Lilien and Rangaswamy will provide a practical and intuitive introduction to Conjoint Analysis and how it can be used both to design offering and to target those offerings to most receptive customer segments.
Dr. Arvind Rangaswamy and Dr. Gary Lilien
64 min.
Play to Your Strengths: Project and Program Selection (GE Portfolio Matrix) (2009-01-14)
In this webinar, Professors Lilien and Rangaswamy will outline a simple, six step process that replaces rhetoric. That process, the GE/McKinsey Matrix approach, identifies the steps and the information needed to develop a simple, visual representation of the options available and the tradeoffs needed to reach a decision.
Dr. Gary Lilien and Dr. Arvind Rangaswamy
56 min.
Know Your Customers (Product Positioning) (2009-03-11)
In this webinar, Professor De Bruyn will review the challenges associated with product positioning and how perceptual maps can help address those challenges.
Dr. Arnaud De Bruyn
55 min.
The following free webinars are presented as part of the ISBM Decision/Insight Webinar Series. (Visit the ISBM website for more information on the Institute for the Study of Business Markets.)
ISBM Decision/Insight Webinar Series
Product Positioning in the B-to-B Marketplace with ME>XL (2006-11-02)
In this free webinar, Dr. Lilien introduced the basic principles of using perceptual maps for product positioning using ME>XL.
Dr. Gary Lilien
59 min.
Segment Targeting and Prioritization for Greater Profit with ME>XL (2007-03-06)
In this free webinar, Dr. Lilien introduced the basic principles of ranking and prioritization using the GE/McKinsey approach in ME>XL.
Dr. Gary Lilien
63 min.
B-to-B Segmentation for Greater ROI with Cluster Analysis ME>XL (2007-05-07)
In this free webinar, Dr. Lilien introduced the basic principles of segmentation and classification using ME>XL.
Dr. Gary Lilien
60 min.
Product Design and Customer Segmentation with Conjoint Analysis ME>XL (2007-07-18)
In this free webinar, Dr. Rangaswamy introduced the principles of product design and customer segmentation using the Conjoint ME>XL tool.
Dr. Arvind Rangaswamy
60 min.
Market Resource Allocation with ReAllocator ME>XL (2007-09-12)
In this free webinar, Dr. Lilien reviewed the response model approach linking marketing spending decisions to market outcomes using the Resource Allocation ME>XL tool.
Dr. Gary Lilien
60 min.
New Technology Forecasting with Bass Model ME>XL (2007-11-14)
In this free webinar, Dr. Rangaswamy reviewed the Bass model approach for new technology forecasting with the ME>XL tool.
Dr. Arvind Rangaswamy
60 min.
Measuring Customer Lifetime Value ME>XL (2008-03-13)
In this free webinar, Dr. De Bruyn reviewed the Customer Lifetime Value model approach with the ME>XL tool.
Dr. Arnaud De Bruyn
60 min.
