Financial Statistics/Marketing Seminar

Sponsored by SORA - the Southern Ontario Chapter of the American Statistical Association and the Southern Ontario Regional Association of the Statistical Society of Canada. This seminar is co-sponsored by SAS, the Bank of Nova Scotia, the Royal Bank and Trans Union of Canada and is the 24th in a series.

Everyone is welcome to attend. There is no fee for these seminars, but space is limited so pre-registration is essential.


Guest Speaker:

Alison Burnham
Digital Cement

Marketing to Customers based on Value Segmentations - An Introduction and some Common Issues

Date:

Wednesday, January 18, 2006

Time:

2:00 - 3:00 pm

Place:

SAS Canada, 280 King Street East, 5th floor, Toronto

SAS Canada has moved!
Directions to SAS Canada's new office at 280 King St East can be found at
http://support.sas.com/training/fyi/to.html


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.


Please RSVP

If you plan to attend this seminar, please RSVP to Alison Burnham by e-mail. Please contact Alison if you want more information about the SORA Financial Statistics/Marketing Seminars.

Alison Burnham
Chair, SORA Committee for Financial Statistics & Marketing
ABurnham@digitalcement.com

Co-sponsorship for these seminars is provided by SAS, Scotiabank, RBC Financial Group and Trans Union of Canada.


Return to the SORA home page