Part V-- Embedded Intelligence, the Next Generation of Analytics
Historically the vast majority of analytic projects have been one-off efforts. By their very nature, such hand crafted analytics require substantial investments in planning, production and quality control. They are so labor-intensive that most organizations do lack the resources to take advantage of even their most obvious analytic opportunities. The next generation of analytics is being embedded into marketing processes. This creates systems of continuous improvement where the wheel is not reinvented with every analysis.
Learning Points
-Where to start to implement a continuous improvement marketing process
-What tools are needed to achieve this continuous improvement
-What the critical tracking metrics are

Part V-- Integrating Digital Media Data with Your Marketing Database
Social media, mobile, web communities and other electronic media hold the potential for providing new, high impact data to improve the ability of our marketing database systems to drive highly targeted CRM and electronic programs. But challenges exist using this data. What data is important (and legal) to add to your database? How do we monitor and assess data quality and impact? How do we entice visitors to provide data? We will examine how to integrate your social, mobile, web, and CRM marketing efforts into a single Social CRM system.
Learning Points
-The four types of social media analytics and measurement systems and which is best for your organization’s marketing programs
-How primary and secondary research can be used to develop web communities and improved social media programs to impact your highest value markets
- Learn how your web visitors will tell you the social media, websites, and other media they will use compare your products with your competitors.