Do you find yourself needing to derive meaningful insights from your data but lack access to expensive, proprietary analytics software. This workshop will be a hands-on experience in which, you'll gain the knowledge and tools to unlock valuable insights from your data, create compelling personas, and drive more effective strategies, all within the familiar environment of Excel.  You will navigate hurdles in data preparation and analysis, gain an understanding of segmentation principles, and be given practical resources for developing your personas.

Purpose

• To show how sophisticated data analytics can still be performed when you don't have access to proprietary tools.

• Empowering Data-Driven Decisions, Even Without Specialized Tools

Many professionals find themselves in situations where they need to derive meaningful insights from their data but lack access to expensive, proprietary analytics software. This workshop addresses this challenge head-on, demonstrating how to leverage the power of Excel, a tool readily available to most, to conduct sophisticated segmentation and persona development using cluster analysis techniques.

What can you expect?

This workshop will be a hands-on learning experience. You will:

1. Master Data Analytics Methods: We'll guide you through essential data analytics techniques within Excel, focusing on those most relevant to segmentation and persona development.
2. Solve Real-World Challenges: We'll address common analytical roadblocks and demonstrate how to overcome them using Excel's capabilities.
3. Understand Segmentation in Depth: We'll explain the principles of segmentation, why it's crucial, and how to interpret and apply the results of your cluster analysis.
4. Develop Actionable Personas: We'll provide a framework for creating detailed personas that bring your segments to life, enabling you to connect with your audience on a deeper level.
5. Access Practical Resources: You'll receive templates, examples, and step-by-step guides to implement these techniques in your own work.

Who should attend?

• Business Intelligence Analysts and Managers: Hoping to utilise their tools at hand, rather than investing in propriety tools or research agencies.
• Marketing Professionals: Seeking to refine their targeting and messaging strategies
• Product Managers: Aiming to develop products that resonate with their target audience
• Customer Experience Specialists: Striving to understand and meet the diverse needs of their customers
• Data Analysts: Looking to expand their skillset and apply advanced analytics within a familiar tool
• Business Leaders: Wanting to make data-driven decisions without relying on external agencies or expensive software

Skills Framework Tags:

Roles & Domains

Customer Analysis | Commercial Excellence | Data & Analytics

Business Skills

Analytical Thinking | 

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Speakers

This workshop will be run by John Storey – Business Intelligence and Insights Director | Marketing Sciences Limited. To find out more about John and his experience in this area read his full profile in the BHBIA Speaker link on the right.

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Fees and booking

This is a paid event, a 10% Early Bird discount is offered on bookings made on or before 17th April 2025. For bookings made after this date standard fees apply. Please note you must be logged in if you are a member or join as a registered user to book online:

Cancellation Policies: for Early Bird bookings the full fee is payable with no refunds given, however a substitute delegate can be accepted. Our standard cancellation policy does not apply. For Standard bookings the standard cancellation policy applies, as stated on booking form.

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