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Marketing ROI Techniques: Chicago 

450 North Cityfront Plaza Drive 
Chicago , IL  60611 
4/20/2010 8:00 AM  - 4/21/2010 5:00 PM 

Details Schedule Registration Travel Exhibitors

                     Marketing ROI Techniques Brochure


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.

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 discussion, 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 discussion, 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 profitability management, marketing measurements, advanced marketing ROI techniques, and CMO management tools. Since 2004, Jim has delivered this popular 2-day workshop to over 1,300 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

Hotel Air Travel Rental Car Ground Transportation
Training Series Location:
The University of Chicago Booth School of Business Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683
www.gleachercenter.com

The University of Chicago Booth School of Business Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Area Attractions, Events and Tourism
www.choosechicago.com

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

Hotels within One Mile of the Gleacher Center 

* Courtyard by Marriott - 312-660-2401 - 165 E. Ontario St.
** Embassy Suites Hotel - 312-423-6312 - 511 N. Columbus Drive
* Fairmont Hotel - 312-565-6674 - 200 N. Columbus Drive
  Four Seasons - 312-649-2314 - 120 E. Delaware Place
  Hilton Garden Inn - 312-527-2656 - 10 East Grand Avenue
  Holiday Inn Chicago City Center - 312-787-6100 - 300 E. Ohio
  Hilton Suites Chicago/Magnificent Mile - 312-664-1100 - 198 E. Delaware Place
* Homewood Suites by Hilton - 312-644-2222 - 40 E. Grand Ave.
** Hotel Inter-Continental - 312.944.4100 - 505 N. Michigan Ave.
* Hotel Monaco Chicago - 312-960-8500 - 225 N. Wabash
* House of Blues Hotel - 312-245-0333 - 333 N. Dearborn
* Hyatt Regency Chicago - 312-616-6953 - 151 E. Wacker Drive
** Le Meridien Chiciago - 312-327-0644 - 520 N. Michigan Ave.
** Marriott Downtown Chicago - 312-836-0100 - 540 N. Michigan Ave.
* Omni Chicago Hotel  - 312-944-6664 - 676 N. Michigan Ave.
  The Peninsula Chicago - 312-573-6604 - 108 East Superior Street
  The Ritz Carlton Hotel - 312-266-1000 - 160 E. Pearson
** Sheraton Chicago Hotel & Towers - 312-464-1000 - 301 E. North Water Street
* Swissotel - 312-565-0565 - 323 E. Wacker Drive
  W  Hotel - 312-943-9200 - 644 N. Lake Shore Drive
* Westin River North - 312-744-1900 - 320 N. Dearborn Street
Wyndham Chicago - 312-274-4429 - 633 N. St. Clair Street
 

** walking distance to the Gleacher Center 1-2 blocks

* walking distance to the Gleacher Center 2-5 blocks

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.

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.  
 O’Hare International Airport
Taxi:  Allow 1½ to 2 hours
 Approximately $40-55

Airport shuttle:  www.airportexpress.com
Approx
. $28 one way (subject to change) 

Subway:  $2.00 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)

*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)

*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses:

  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance

Midway Airport     
Taxi:  Allow 45 minutes to 1½ hours
 Approximately $30-45 

Airport shuttle:  www.airportexpress.com   
Approx. $23 one way (subject to change)

Subway:  $2.00 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)

*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)

*Take bus from State & Lake to catch one of the following buses:  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Public Transportation Details

From El (subway):
Red Line (Howard/Dan Ryan):
*Depart at Grand Avenue stop. 
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
*Turn right to head southbound 
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza) 

From Buses
Buses running along Michigan Avenue: 2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)

*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling *Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (we’re the only 6-story building in that plaza)

Commuter Trains
Union Station: Take the 151 bus and follow directions above

Ogilvie Station: Take 157 bus and follow directions above LaSalle Station:  Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks.  Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

 Driving Directions

From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.

To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on

St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.

To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois

Street and turn left. Parking is one block down on the right. Standard parking rates apply.

Helpful Websites
www.transitchicago.com
www.metrarail.com

 

There are no exhibits associated with this event

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