Financial Statistics/Marketing Seminar

ABOUT THE SPEAKER

Alison Burnham is Digital Cement's Value Director. In this role she's responsible for ensuring that all programs and customer experiences designed and deployed by Digital Cement drive business value and that we can measure this through solid measurement planning and analytics. She has a PhD in statistics in the area of large scale predictive models, and a Post Doctoral Fellowship in Data Mining. She has used her theoretical understanding of measurement, analytics and data in over 10 years of diverse applications from automotive manufacturing, power systems, financial services (risk management) and marketing. She has published several papers in the area of data mining and is a frequent speaker at conferences and seminars. She has also taught workshop courses to professionals through Sheridan College and the University of Stockholm. Alison is also the chair of the SORA seminar series held in Toronto aimed at providing professional development for analytical resources across finance and marketing organizations.

ABSTRACT

Customer Value, as most marketers know, should be considered when planning marketing initiatives. However, there are many definitions and levels of detail that this can translate into, from simple revenue based cutoffs through to complex profit models based on actual and predicted behaviour. This talk takes a step back and talks about how to start looking at customer segments who differ along the dimensions related to value. It will also cover some of the challenges that face marketers who wish to embark on customer value projects and some common strategies for dealing with them.