Linking Customer, Employee and Process Data to Drive Profitability

Complete Seminar Details

What you will learn:

• The origins of and rationale for linkage research and analysis, and why linkage research and analysis is an area of critical importance to marketers and marketing researchers.
• The challenges and potential barriers to successful linkage research and analysis efforts, along with proven strategies for addressing these challenges and barriers.
• A step-by-step process for designing and executing linkage research projects.
• Specific quantitative and qualitative techniques for establishing the linkages among: multiple sources of customer and market data; customer data and financial/market performance metrics; customer data and employee data; customer data and internal/operational performance metrics.
• How to apply the results of linkage research and analysis in order to: evaluate the costs and benefits of alternative managerial actions and investment strategies; determine priorities for managerial action and resource allocation; align and set performance targets for internal processes and operations in order to maximize the probability of achieving desired financial and market performance results; monitor and assess the impact of the preceding decisions and actions.

Course Outline and Schedule

----- First Day -----

08:30 AM - 08:45 AM Introduction of Participants

08:45 AM - 10:15 AM Session I

RATIONALE AND OVERVIEW OF LINKAGE RESEARCH AND ANALYSIS: Definition, rationale, and origins of linkage research and analysis; types of linkage analysis; key challenges and potential obstacles to linkage; basic approaches to and units of linkage research and analysis; introduction of a decision framework for analysis; examples and case illustrations; mini-workshop.

10:15 AM - 10:30 AM Coffee Break

10:30 AM - 12:00 PM Session II

KEY STEPS IN DESIGNING LINKAGE RESEARCH PROJECTS: Linkage research and analysis process overview; definition and rationale for blueprinting; overview of the blueprinting process; organizing and facilitating a blueprinting session; using the blueprint to assess readiness to conduct linkage analysis; using the blueprint to focus and direct data inventory and assembly; key data processing and preparatory considerations and challenges; examples and case illustrations.

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:00 PM Session III

DESIGNING LINKAGE RESEARCH PROJECTS – A WORKSHOP: Team-based exercise designed to allow participants to apply the linkage research and analysis process and key design steps. Teams report and discuss the results of this workshop.

03:00 PM - 03:15 PM Coffee Break

03:15 PM - 05:00 PM Session IV

LINKING MULTIPLE SOURCES OF CUSTOMER AND MARKET DATA: Goals and benefits of linking multiple sources of customer and market data; strengths and limitations of alternative sources of customer and market data; relevant techniques of analysis; triangulation of data and analysis of convergence; case illustration of convergence analysis and mapping; linking multiple customer surveys through bridge modeling; case illustrations of bridge modeling; mini-workshop.

----- Second Day -----

08:30 AM - 10:15 AM Session V

LINKING CUSTOMER AND MARKET DATA TO FINANCIAL AND BUSINESS RESULTS: Rationale and benefits of linking customer and market data to financial and business results; three basic approaches to analysis; overview and illustration of projection; overview and illustration of direct linkage; overview and illustration of ROI simulation; influential factors and key considerations in approaching linkage of customer and market data to financial and business results.

10:15 AM - 10:30 AM Coffee Break

10:30 AM - 12:00 PM Session VI

LINKING CUSTOMER AND MARKET DATA TO DATA FROM OTHER KEY STAKEHOLDERS: Rationale and benefits of linking customer and market data to data from employees, intermediaries, and other key stakeholders; rationale and overview of two basic approaches to analysis; overview and illustration of a qualitative approach; overview and illustration of a quantitative approach; description and illustration of three principal applications of this type of linkage analysis; mini-workshop.

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:00 PM Session VII

LINKING CUSTOMER AND MARKET DATA TO PROCESS AND OPERATIONAL DATA: Rationale and benefits of linking customer and market data to process and operational data; rationale and overview of two basic approaches to analysis; overview and illustration of quality function deployment (QFD); overview and illustration of quantitative methods with case illustrations; description and illustration of three principal applications of this type of linkage analysis; mini-workshop.

03:00 PM - 03:15 PM Coffee Break

03:15 PM - 04:30 PM Session VIII

DEVELOPING THE LINKAGE ANALYSIS PLAN – A WORKSHOP: Team-based exercise designed to allow participants to use the linkage analysis decision framework to develop an analysis strategy. Teams report and discuss results of this workshop.

04:30 PM - 04:45 PM Concluding Remarks

Sponsor Background:

Applying Knowledge - Improving Decisions

Burke is one of the premier international research and consulting firms in the world. For 75 years, Burke has helped manufacturing and service companies understand and accurately predict marketplace behavior. Burke's employee owners add value to research and consulting assignments by applying superior thinking to help clients solve business problems.

We provide our customers with data, information, guidance and far more. Burke strives to become a valued business partner who focuses on finding and implementing solutions to the most critical problems facing our clients today. We give our customers a competitive edge.

Burke: 100% Employee-Owned

Burke is 100% employee owned. In 2004, Burke formed an ESOP (Employee Stock Ownership Plan), ensuring that all employees are able to participate in stock ownership and have a personal stake in helping to contribute to the company's success. The ESOP, representing broad based employee ownership across all positions of the company, currently holds approximately 60% of the shares of Burke, and is expected to own 100% by 2008.

Our Mission

To provide superior decision support services that enable our clients to succeed.

Our Business Commitments and Values

• We will "do what it takes" to meet our commitment to our clients.
• We will display honesty and integrity in all our endeavors.
• We will take a disciplined approach to our work, based on scientific standards and best practices.
• We value smart people doing smart things.
• We value seeking, sharing, and applying knowledge.
• We value organizational agility and flexibility.

Our Commitment to Employees

We will hire and retain only the best people for all positions in the company.

Employees will have a work environment and tools needed to perform their jobs at maximum quality and efficiency.

Employees will be given opportunities for career development and training to enhance their skills.

Employees will be compensated fairly, based on standards of performance and contribution, and will share in the financial success of the company. Employees will treat each other with respect and dignity, recognizing the worth, quality, and importance of each individual.

We will foster an environment where open communication exists among all employees.

The work climate will be free of strict rules and structures, where employees are empowered to take risks and affect change to achieve our common vision.

Burke Timeline

1931

Alberta Burke starts Burke Marketing Research as a data collection agency.

1952

Don Miller, marketing research director for Cincinnati's WLW radio, joins Burke and begins development of the Day-After Recall (DAR) for testing TV commercials.

Late 1960's

Burke expands to international markets, adding locations in London, Paris, Frankfurt, Milan, Tokyo and Mexico City.

Mid 1980's

Industry image study rates Burke as number one research firm in study design capability and analytical sophistication.

1990

Burke Customer Satisfaction Associates (BCSA) is established to better serve businesses in listening and reacting to the "voice of the customer".

1995

Burke changes official name from Burke Marketing Research Inc., to Burke, Inc. The name change reflects Burke's broader research and consulting activities outside traditional custom marketing research.

2004

Burke re-acquires 100% of its shares and becomes 100% employee-owned. Burke establishes ESOP (Employee Stock Ownership Plan) to allow for broad based employee ownership. Burke re-acquires 100% ownership of the Burke Institute.

2005

Becomes 100% Employee-Owned

Burke Quick Facts

• Headquarters: Cincinnati, OH USA
• Founded: 1931
• Employees Full Time: 202
• Employees Part time: 178
• Total Revenues (2005) worldwide: $44.1 m
• President & CEO: Michael Baumgardner, Ph.D.

Past Participants Include:

• Adolph Coors Company
• Alcon Laboratories
• Allied Research, Inc.
• American Express Company
• B.C. Telephone
• Bank of America
• Barbados Telephone Co., Ltd.
• Beatrice US Foods
• Bergen Brunswig
• Blue Cross/Blue Shield
• Campbell Soup
• Canadian Parks Services
• Dannon Company
• Day-Timers, Inc.
• Del Monte USA
• E&J Gallo Winery
• El Paso Electric
• Ernst & Young
• Fia
• Frito-Lay, Inc.
• General Mills Inc.
• Glaxo Wellcome Inc.
• Hallmark Cards Inc.
• Harte-Hanks
• Hewlett Packard Company
• IBM
• IMS America
• John Hopkins Hospital
• Jostens
• K Mart Canada
• Kaiser Permanente
• LL Bean, Inc.
• Lands End
• M&M Mars
• Microsoft Corporation
• Nabisco
• Ontario Hydro
• Procter & Gamble
• Purolator
• R.J. Reynolds Tobacco
• RJR
• Sandoz
• Schering-Plough
• Taco Bell Corporation
• Texaco
• U.S. Army
• Union Gas Ltd.
• VHA Inc.
• Warner Cable
• Wrangler
• Xerox
• Zenger Miller