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Marketing ROI Techniques: Atlanta 

Georgia Tech Global Learning Center, 84 Fifth St. NW 
Atlanta , GA  30308 
2/17/2009 8:00 AM  - 2/18/2009 5:00 PM 

Details Schedule Registration Travel Exhibitors
 Improving the return on investment (ROI) for your marketing initiatives requires a comprehensive approach to the measurement of marketing effectiveness and the analysis of financial outcomes. Through interactive presentations and exercises, participants will learn how to use measurements, analytics, and financial discipline to guide the development of more profitable strategies and tactical marketing campaigns.

Recent improvements in marketing analytics and data accessibility make measurements more possible than ever before, yet no “silver bullet” approach exists to make this an easy task. With executives demanding increased accountability, corporate marketing managers must respond to win more of the untapped profit potential that lies just out of reach.

This marketing ROI workshop is delivered by Jim Lenskold, author of the award winning book, “Marketing ROI: The Path to Campaign Customer, and Corporate Profitability” and incorporates the Lenskold Group’s experience working with Fortune 500 and emerging mid-size companies in B2C and B2B environments. This two-day course will take you through the basics as well as more advanced marketing ROI techniques. It is best-suited to marketing managers, analysts, researchers, and executives in medium and large companies that have reasonable access to sales data and resources to dedicate to measurements. Through interactive presentation and exercises, participants will learn how to use measurements, analytics, and financial discipline to guide the development of more profitable strategies and tactical marketing campaigns.

LEARNING OBJECTIVES
• Bring the discipline of measurement and financial accountability into marketing’s strategic decision process.
• Understand the range of measurement methodologies available to capture the incremental impact of marketing.
• Develop accurate marketing ROI calculations that can be used consistently across all marketing initiatives while meeting the standards of the finance group.
• Improve strategic and tactical planning with marketing ROI techniques and tools.
• Understand how new approaches require a cultural transition for marketing
• Develop a road map for putting marketing ROI techniques into practice

ABOUT THE INSTRUCTOR
Jim Lenskold, international speaker, author, and leading authority on marketing ROI. As President of Lenskold Group, he consults with marketing executives from large and emerging corporations on marketing profi tability management, marketing measurements, advanced marketing ROI techniques, and CMO management tools. Since 2004, Jim has delivered this popular 2-day workshop to over 1,000 marketing professionals in 8 countries.

DAY 1

8:00 – 8:30 AM Registration and Continental Breakfast

8:30 – 10:15 AM Marketing ROI Overview
• The Marketing ROI process
• Framework + Measurements = More Profitable Strategies
• How ROI Tools Guide Marketing Decisions

 10:15 – 10:30 AM Break

10:30 – 12:00 PM Building the Financial Model
• The ROI Formula: Accurately Defining Investments and Returns
• ROI Calculations & Financial Parameters

 12:00 – 1:00 PM Lunch

 1:00 – 2:00 PM Optimizing ROI to Maximize Profits
• ROI Threshold
• Recognizing and Avoiding Common Errors
• Intro to Multi-Level ROI Analysis 

2:00 – 2:30 PM Break

2:30 – 5:00 PM Marketing Effectiveness Measurements
• Measurement Techniques
• Measurement Options: How to Benefit from Market Testing and Modeling
• Establishing a Measurement Hierarchy
• Measurement Case Examples
• Advanced Modeling & Analytics 

DAY 2

8:00 – 8:30 AM Continental Breakfast

8:30 – 10:00 AM Integrated Strategies Using the Customer Funnel
• Integrating ROI Techniques into Funnel Management
• Mapping Sales Cycles and Buying Cycles
• Using Funnel Metrics to Maximize Profitability 

10:00 – 10:15 AM Break

10:15 –11:00 AM Campaign Strategies and Tactical Planning
• Predictive Modeling
• Customizing Your Planning Tools
• Power of Multi-Level ROI Analysis
• Offer Comparisons
• Targeting as a Key Profit Driver
• Assessing Your Channel Mix 

11:00 – 12:00 PM Customer Analytics
• Managing and maximizing customer value
• Using Decile Analyses, Clustering & Segmentation
• Case study on customer base analysis
• Case study on customer behavior analysis

12:00 – 1:00 PM Lunch 

1:00 – 2:00 PM Looking at Brand Analytics
• Brand Dynamics & ROI
• Balancing Short & Long Term ROI
• Mapping Brand Attributes 

2:00 – 2:30 PM Marketing Metrics & Dashboards
• Aligning key metrics to business objectives
• Role of dashboards in performance management
• Dashboard visualization 

2:30 – 3:00 PM Break 

3:00 – 4:00 PM Implementation Logistics
• People, Processes & Technology
• Managing & Maximizing Success
• Prioritizing Your Action Plan

This event has passed and unavailable for registration.
Hotel Air Travel Rental Car Ground Transportation
Georgia Tech Global Learning Center
84 Fifth St. NW
Atlanta, Georgia 30308
Phone: 1 404.385.3532
Fax: 1 404.385.1408
www.gatechcenter.com 

Located in Midtown Atlanta, the Georgia Tech Global Learning Center is a professional meeting and learning facility ideal for corporate meetings, conferences, and seminars.  The center features more than 32,000 square feet of meeting space, including a wireless environment and the ability to send and receive programs from around the world from any meeting or conference room or amphitheater. 

Area Attractions, Events and Tourism
http://www.atlanta.net/
 

Conference Attire 
Conference attire is business casual.  Meeting rooms may be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Recommended Hotels
Georgia Tech Hotel
800 Spring St.
Atlanta, GA 30308
1 800.706.BUZZ (2899)
The hotel has limited availability during the week. Call early to book your room. 

Regency Suites Hotel
975 W. Peachtree St. N.W.
Atlanta, GA 30309
Reservations:  1 404.876.5003
The Regency Suites is located directly on the Tech Trolley Line, a free shuttle service.  Board the trolley on the southside of the Midtown MARTA Station. The trolley’s first stop is directly across the street from the Georgia Tech Global Learning Center.

Renaissance Atlanta Downtown Hotel
590 W. Peachtree St. N.W.
Atlanta, GA 30308
Reservations:  1 404.881.6000
The remodeled Renaissance Atlanta Downtown Hotel is a three-block walk to the Georgia Tech Global Learning Center.

Georgian Terrace
659 Peachtree St.
Atlanta, GA 30308
Reservations:  1 800.651.2316
1 404.897.1991
The Georgia Terrace is located about four blocks from the Georgia Tech Global Learning Center.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Rental Car Information
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs.  Special rates have been negotiated for you.  Please contact 800/331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.
 Directions
14th Street Bridge Improvement Project
As part of the 14th Street Bridge Improvement Project, there will be street closures and detours beginning February 2008 through summer 2009. Techwood Drive between 16th and 10th streets will close and not reopen until September 2009.

Georgia Tech’s Distance Learning and Professional Education unit and the Georgia Tech Global Learning Center strongly encourage their students and guests to use MARTA, mass transit, or carpool if possible during this time. Visit www.14thstreetbridge.com for up-to-date information and transit options. Also, visit www.parking.gatech.edu for Tech Trolley and Stringer route updates.

From the Atlanta Airport or south Atlanta (Interstate 85/75 north): Take Interstate 85/75 north to the Spring/West Peachtree streets exit (Number 249D). Stay in the left lane as you exit on to Linden Avenue. Continue straight for .1 mile on Linden Avenue and turn left onto West Peachtree Street. Travel .3 mile and turn left onto Fifth Street. Go one block and turn left on to Spring Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right). Proceed a half block and turn right at the next light into the parking deck. Park on the second level (blue level). From there, enter the Georgia Tech Global Learning Center.

From northwest Atlanta (Interstate 75 south)*: Take Interstate 75 south to the Howell Mill Road/Northside Drive exit (Number 252). Stay in the left lane until after the Howell Mill Road split (about .4 mile). Turn right on to Northside Drive and go 1.4 miles. Stay in the right lane until after you pass Hemphill Avenue then get in the left lane to turn left onto 10th Avenue and go .9 mile. Cross the interstate then travel .1 mile and turn right on Spring Street. Travel about .2 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed half block and turn right at the next light into the parking deck. Park on the second level (blue level). From there, enter the Georgia Tech Global Learning Center. *If you are coming from north Atlanta, take Georgia 400 south to Interstate 85/75.

From northeast Atlanta (Interstate 85)*: Take Interstate 85/75 south to the 17th Street exit. Turn left on 17th Street. Travel .3 mile and turn right on Spring Street. Travel about 1 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed half block and turn right at the next light into the parking deck. Park on the second level (blue level). From there, enter the Georgia Tech Global Learning Center. *If you are coming from north Atlanta, take Georgia 400 south to Interstate 85/75.

From east or west of Atlanta (Interstate 20): Take Interstate 20 to Interstate 85/75 north to the Spring/West Peachtree streets exit (Number 249D). Stay in the left lane as you exit on to Linden Avenue. Continue straight for .1 mile on Linden Avenue and turn left onto West Peachtree Street. Travel .3 mile and turn left onto Fifth Street. Go one block and turn left on to Spring Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right). Proceed a half block and turn right at the next light into the parking deck. Park on the second level (blue level). From there, enter the Georgia Tech Global Learning Center.

Using MARTA
Simply take a north-south train to the Midtown MARTA station. Then catch the free Tech Trolley. We’re the first stop before the trolley enters the main Georgia Tech campus. Cross the street and go through the courtyard to enter the Center. The trolley runs every six minutes from 7:30 a.m. until 7 p.m. Monday through Friday. For more information about the trolley, visit http://www.parking.gatech.edu/ then follow the Tech Trolley link.

From the North Avenue MARTA station: Head north on West Peachtree Street until you reach Fifth Street. Turn left onto Fifth Street and go one block. Cross Spring Street at the pedestrian crossing. You will pass the Georgia Tech Hotel and some shops until you reach the courtyard. Go through the courtyard to enter the Georgia Tech Global Learning Center.

Shuttle Service
Airport transportation is available through “The Atlanta Link” shuttle service, located at the ground transportation level area outside the airport.  Fares to Midtown are approximately $18.50 one-way and $33.00 round trip (fares are subject to change without notice).  Please call 1 866.545.9633 or 1 404.524.3400 or visit http://www.theatlantalink.com/.

Taxicabs
A taxicab to Midtown will cost approximately $30.00-$40.00 from Hartsfield-Jackson Atlanta International Airport, depending on the number of passengers.

Parking
Finding a close and convenient parking space is easy. The Technology Square parking deck, attached to the Center, is accessible from Spring Street. Hourly rates range from $1.50 for less than an hour to $10 for the day.  Rates are subject to change without notice.

Exhibitors and sponsors are not included in this event.
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