Learning Objectives
Learn how leading companies and organizations are using analytics to differentiate themselves from their competitors. Learn best practices for implementing an effective analytics program in your organization. Learn how to start an analytics program in your organization.
Program content
"Some companies have built their very businesses on their ability to collect, analyze and act on data. Every company can learn from what these firms do." – Thomas H. Davenport
The abundance of information residing in your company presents an enormous – and often overlooked – opportunity. If you’re not using this information to outthink your rivals, you are missing out on a potent competitive tool. Learn the secret that many leading companies have already mastered. Top performers such as Amazon.com, Marriott International, Harrah’s Entertainment, and Procter & Gamble achieve superior performance by using data to drive better decision making throughout their organizations every day.
Join Thomas H. Davenport, analytics expert and author; Stephan Chase, Vice President of Customer Knowledge from Marriott International; and Jim Davis, Chief Marketing Officer from SAS, for a lively panel discussion on Davenport’s latest groundbreaking research and best practices on how to differentiate your business with analytics – and win. Hear the inside scoop from industry leader Marriott International, the company that first introduced the concept of revenue management (predicting the highest prices that will still lead to full occupancy) to the lodging industry. Chase works within the Marriott Rewards organization and will provide insight on how it employs predictive modeling and other analytic techniques to optimize promotions, life cycle marketing, and other areas of marketing.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
About Thomas H. Davenport, Stephan Chase and Jim Davis
Thomas H. Davenport is the President's Distinguished Professor of Information Technology and Management at Babson College, the Director of Research for the School of Executive Education, and the Academic Director of the Working Knowledge Research Center, the Institute for Process Management, and the Innovation and Corporate Entrepreneurship Research Center. He is the former Director and current Fellow of Accenture's Institute for High Performance Business.
Stephan Chase is Vice President of Customer Knowledge for Marriott International. He is responsible for setting approaches and establishing criteria for success for relationship management activities for Marriott’s Lodging Division, manager and franchiser of more than 2,800 hotels and timeshare properties. Chase’s philosophy is that customer behavior is the ultimate litmus test of loyalty. So, quantitative analysis of customer propensities is the foundation of an effective approach to strategy development. This work has led him to identify traits that indicate future short- and long-term behavior and to estimate the incremental profitability of individual customers. Before joining Marriott, Chase was a management consultant, first with Booz Allen Hamilton and then as a Principal of his own firm.
Jim Davis is Senior Vice President and Chief Marketing Officer for SAS. He is responsible for providing strategic direction for SAS products, solutions and services as well as global messaging about SAS. Davis helped develop the Information Evolution Model, a means for companies to assess how effectively they use information to drive business. He co-authored the book Information Revolution: Using the Information Evolution Model to Grow Your Business, which outlines how to manage and use information as a corporate asset.
