Course Outline and Schedule

Day 1

8:30 am – 5:00 pm

Introduction

Session 1 –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 recommended process for analysis
• Examples and case illustrations

 

Session 2 – 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

 

Lunch

Session 3 – Overview of Linkage Analysis Process Steps:

• Analytical steps in a linkage project
• The recommended ten-step process
• Key objectives of each step of the process
• Examples and case illustrations
• Understanding alternate analytical techniques for linkage analysis

 

Session 4 – 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

 

 

Day 2

8:30 am – 3:30 pm

 

Session 5 –Linking Customer and Market Data to Financial and Market Performance Indicators:

• Rationale and benefits of linking customer and market data to financial and business results
• Basic approaches to analysis
• Overview and illustration of projection
• Overview and illustration of direct linkage
• Influential factors and key considerations in approaching linkage of customer and market data to financial and business results

 

Session 6 – 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
• The business case
• Quasi-employees of the firm
• Linking and prioritizing customer and employee issues

 

Lunch

 

Session 7 – Linking Customer and Market Data to Internal Process and Operational Data:

• Rationale and benefits of linking customer and market data to process and operational data
• Case illustrations
• Key learning
• Key steps in action planning and implementation

 

Session 8 – Building the Linkage Blueprint – A Workshop:

• Team-based exercise designed to allow participants to apply the linkage blueprint and data inventory assessment steps

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Linking Customer, Employee and Process Data to Drive Profitability* " seminar. Names of evaluators have been left out as a matter of professional courtesy.

---

"Very fascinating and relevant topic in today's world. (Speaker) presented the material with the right mix of theory and real world practical
application examples, and engaged the participants very well."
Six Sigma Black Belt, Caterpillar Inc.

"This was an excellent seminar that is very applicable to the work I'm currently doing in my job. I hope that I will have the opportunity to use
what I learned on a larger scale for my company. (Speaker) is a good presenter and uses his extensive knowledge to enhance the course with real
world examples that we can understand."
Senior Research Specialist, Northwestern Mutual

"The content of this seminar was great. It was both general enough to fit into a variety of industries, but also gave specific, concrete examples of
real-life business cases."
Senior Marketing Research Analyst, Thomson West

"(Speaker) did an excellent job of making complex and technical points easy to understand. Also the balanced focus on the concepts as well as
the "how to" was appreciated."
Director, Market Research, Alticor Inc.

"This Burke seminar was very beneficial. (Speaker) was very knowledgeable on the topic, and shared experiences that helped to bring the topic
into focus. Also, since it was a small seminar, it was easy to ask questions and get feedback directly tailored to my industry."
, Giant Food Stores

"Excellent! Gained some very practical tips on conducting secondary research & primary research on-line (and when it is appropriate). Covered
pros & cons of online research as compared with traditional methods."
Corporate Research Consultant, National Capital Commission

"This was an excellent seminar that is very applicable to the work I'm currently doing in my job. I hope that I will have the opportunity to use what I learned on a larger scale for my company."
Senior Research Specialist, Northwestern Mutual

"This seminar was extremely valuable to me and my company especially in light of the current economic situations we are facing. It will be
beneficial to us and our clients linking various satisfaction attributes to profitability."
Research Director, Sprout Marketing

This course is only available for in-house/on-site presentation. To schedule an on-site presentation, please contact us at 800.543.8635 or email us at info@burkeinstitute.com.