ARF University - Masters Classes
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ARF University

Masters Classes

Creativity in Research - A Playshop

Wednesday, October 3, 2012
8:30am–12:30pm
ARF Office: 432 Park Ave. South, 6th Floor (b/t 29th & 30th), New York, NY

Companies can no longer afford researchers who answer but do not ask questions, or who report on findings but do not anticipate and invent possible futures based on their insights. At the same time, we often hear that researchers want their companies to include them more in decision-making, and their advice should be more sought out.

Creativity in Research: A Playshop, was developed on the premise that researchers of all levels can enhance our individual and collective creativity at work to meet the growing business requirements of our companies. In this half-day course, you’ll learn techniques for generating greater impact and recognition for your work, and gain the ability to “sell” these solutions inside and out.

Speakers:
Bill Harvey – Executive Director, Human Effectiveness Institute
Richard Zackon – Facilitator, Council for Research Excellence; Adjunct, New York University

Register here!
 


Discovering Emerging Consumer Markets to Innovate and Grow: A Workshop in Event Consequence Analysis

Wednesday, October 3, 2012
2:00–5:30pm
ARF Office: 432 Park Ave. South, 6th Floor (b/t 29th & 30th), New York, NY

To innovate and grow, brands must draw upon techniques that enable them to identify new markets and business opportunities. This hands-on workshop teaches how to do so using a technique that is easy to learn, straightforward to apply, and can be done everyday using information and knowledge you already have or can easily obtain. By drawing on your analytic smarts and intuitive powers, you will discover new insights that can lead to innovative business ideas. At the end of the session, you will be equipped with a powerful new tool that will enable you to create demand for your brand’s products, services, and experiences.

Speaker:
Steve Rappaport – Knowledge Solutions Director, ARF

Register here!
 


ROISM - Measuring Return on Investment for Social Media

Thursday, November 15, 2012
8:30am–12:30pm
ARF Office: 432 Park Ave. South, 6th Floor (b/t 29th & 30th), New York, NY

Marketers are facing increased pressure to demonstrate how marketing expenditures add to shareholder value. This has become especially true with the advent of digital media. The objective of this session is to provide a framework for assessing marketing productivity along with methods and models for measuring return on marketing investment with a special emphasis on social media. These models relate marketing expenditures and other drivers to effects on performance measures like sales and market share.

This class will draw on analytic marketing techniques to demonstrate approaches for setting optimal marketing budgets and allocating marketing resources. Datasets for sales, trade promotion, media spending, and other drivers will be employed in the estimation of regression-based statistical models to demonstrate these methods.

Speaker:
Craig Stacey – Director of Research, Center for Measureable Marketing, NYU

Register here!
 


Big Data: Leveraging New Analytical Strategies

Thursday, November 15, 2012
2:00–5:30pm
ARF Office: 432 Park Ave. South, 6th Floor (b/t 29th & 30th), New York, NY

Big data is much more than just data that presents itself in some larger order of magnitude. Beyond traditional large data sets, Internet gathering places like blogs, forums, and chat rooms leave footprints in the form of colossal amounts of data regarding consumers’ thoughts, beliefs, experiences, and interactions. When data exists in these very large quantities, what often emerge are properties, concepts, and relationships that may not have been foreseeable or measurable in smaller data instances.

This class focuses on the nature of some of these emerging elements and uses challenging real world cases examples to teach approaches for firms to mine data, generate market structure maps, and explore online user-generated content to “listen” to what customers have to say about their products and services.

Speakers:
Max Kilger – Chief Behavioral Scientist, Experian Simmons
Oded Netzer – Philip H. Geier Jr. Associate Professor of Business, Columbia University

Register here!
 


Please contact Don Gloeckler to learn more about how you can get involved!