Many businesses today involve communicating with large groups of customers, with the goal of growing their sales. This one day workshop focuses on techniques for monitoring the growth and behaviors of your customer base, and will give you ways to measure the value of your customer base over time.  It is geared toward start-up and existing businesses that engage with customer audiences whose growth 
depends largely on reaching large numbers of potential customers via the web or via catalogs or 
print advertising.

Course Benefits:

  • Customers can be defined and segmented across a range of characteristics and variables
  • Growth depends on targeting and acquiring customers who are attracted to (and loyal to)
    the business’s value proposition
  • Acquiring customers is a “cost” and the cost can be viewed and measured as an investment
    in growth
  • Reporting and analysis of customer behaviors is critical to growing the customer base and
    sustaining profit levels



Barry Pace

Barry has been the successful CEO and owner of small to mid-size businesses ($20 - $140M sales) and has held executive positions in large corporations.   The businesses he has run and owned have benefited from private equity financing which helped the businesses grow rapidly over many years. His expertise includes digital marketing and multi-channel marketing including print, web and telesales. Barry has a BA from Northwestern and MBA from University of Chicago.


  • Location: Grainger Hall, UW-Madison
  • Schedule: 8:30 am-4:30pm
  • Date: Please contact Julie Wood if interested at
  • Fee: $259

    Cancellation policy: If you cancel before the program begins, there is a $10 cancellation fee. If you cancel after the program begins you will be charged for the full program fee. To cancel, call registration at 608-262-3909.

If there is inclement weather, please call 608-263-2221 for a recorded message after 6:30 am for day classes or after 3:30 pm for night classes.