Marketing ROI Techniques: San Francisco

Sir Francis Drake Hotel, 450 Powell Street
San Francisco , CA 94102
1/27/2009 8:00 AM - 1/28/2009 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

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Hotel Air Travel Rental Car Ground Transportation

Sir Francis Drake Hotel
450 Powell Street
San Francisco, CA 94102
Phone: 1 415.392.7755
Fax: 1.415.391.8719
http://www.sirfrancisdrake.com/

Guests at the Sir Francis Drake Hotel on Union Square find the thriving cultural center for which San Francisco is so well known - artists, theatres, galleries, gourmet restaurants, musicians and locals - right outside the front door. The Sir Francis Drake Hotel is a vibrant gathering spot at the center of all the city's goings-on.

Located in the heart of San Francisco on historic Union Square, the Sir Francis Drake Hotel is a stop on the Powell Street cable car line. Hotel guests are around the corner from destinations like Tiffany & Co, Gucci, Prada, Giorgio Armani, Coach, Betsey Johnson and Louis Vuitton, as well as North Face, Niketown and the flagship Levi's. Right next door to the distinctive hotel is Saks Fifth Avenue with Neiman Marcus and Macy's just a block away.

San Francisco is an easy city to get around, with major landmarks in close proximity to each other. The Sir Francis Drake Hotel's central location means ready access to favorite spots like Chinatown, Moscone Center, the Museum of Modern Art, and the Financial District. Also easily accessible are destinations such as the Embarcadero along the waterfront, AT&T Park (home of the San Francisco Giants), North Beach, Telegraph Hill and Coit Tower, and the ever-popular Fisherman's Wharf.

Rates: $159.00 single/double (plus applicable state & local taxes, currently 14%)

Please call 1 800.227.5480 or 1 415.392.7755 & reference the AMA ROI TECHNIQUES TRAINING SERIES to make reservations. Rates are based on availability. The cut-off date for reservations is December 29, 2008. After December 29, 2008, reservations will be accepted based on availability and at the prevailing rate. Reservations must be accompanied by a first night room deposit. The deposit is refundable if cancellation notice is received by 6:00pm on the day prior to arrival.

Area Attractions, Events and Tourism

Please visit http://www.onlyinsanfrancisco.com/ for additional city information.

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.

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.

Directions

From the north (Marin & Wine Country)
Take Hwy 101 South to San Francisco
Cross the Golden Gate Bridge and take the Lombard Street exit
Take Lombard Street (Hwy 101) to Van Ness Avenue
Turn RIGHT on Van Ness Avenue
From Van Ness, turn LEFT onto O'Farrell Street
Turn LEFT onto Powell
Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

From the east (East Bay and Oakland International Airport)
Take Hwy 80 West to San Francisco
From the left lane on the Bay Bridge take the 5th Street exit
Turn RIGHT onto 5th street and continue to Market street
Cross Market (5th will become Cyril Magnin Blvd.)
Continue 2 blocks to O'Farrell Street, turn RIGHT onto O'Farrell
Turn LEFT onto Powell
Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

From the south (Peninsula, including San Francisco International Airport - SFO)
Take 101 North to San Francisco toward the Bay Bridge
Take the 4th Street exit (last San Francisco exit)
4th Street becomes Bryant; continue on Bryant to 3rd Street
Turn LEFT onto 3rd and continue 41/2 blocks, crossing Market Street
Turn LEFT onto Geary and continue to Powell
Turn RIGHT onto Powell
Sir Francis Drake Hotel is on the corner of Powell and Sutter Streets, in Union Square

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.

Taxicabs
A taxicab will cost approximately $40.00-$50.00 one-way from the San Francisco International Airport (depending on time of day & traffic).

Parking at the Hotel
Overnight parking is available at the Sir Francis Drake Hotel for a fee of $44.00 plus tax, per night. Oversized vehicles are $49.00 plus tax, per night. Parking fees includes in & out privileges. Rates are subject to change without notice.

Exhibitors and sponsors are not included in this event.

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Marketing ROI Techniques: San Francisco