Marketing ROI Techniques: D.C.

1919 Connecticut Ave., NW
Washington , D.C. 20009
8/10/2010 8:00 AM - 8/11/2010 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 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

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 Hotel Location
Hilton Washington
1919 Connecticut Avenue, NW
Washington, DC 20009
Phone: 1 202.483.3000
Fax: 1 202.232.0438
Reservations: 1 888.DC.HILTON OR 1 202.797.5820
Hotel Website: http://www.hilton.com

Set on seven park-like acres in one of Washington, D.C.'s most prestigious neighborhoods, the Hilton Washington boasts fashionable Connecticut Avenue as its address. Its neighbors include embassies, art galleries, fine restaurants and the landmark residences of Dupont Circle. Walking distance from the National Zoo, Embassy Row, and Georgetown, the Hilton Washington is so convenient to the Metro that many other sights, museums and historic landmarks are just minutes away.

Rates: $184.00 Single/Double occupancy (plus applicable tax, currently 14.5%). Rates are based on availability.

Please call 1 888.DC.HILTON or 1 202.797.5820 & mention the American Marketing Association Training Series “ROI Techniques”. You must make your hotel reservations by July 12, 2010 and properly identify yourself to qualify for the special group rate.
• In order to confirm a room assignment, you will be required to provide a first night’s deposit (refundable up to 72 hours in advance of conference date). Checks and major credit cards are acceptable to establish prepayment. All credit cards used to prepay will be charged immediately.
• All departures prior to date agreed at time of check-in will be subject to (1) night’s room and tax early departure charge.
• Cancellations must be made by 4pm local time 72 hours prior to the date of arrival to avoid one night room and tax charges.
• Check in time is 3:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available.
• In the event that a guest fails to check-in for a guaranteed reservation, a non-refundable charge of one night room and tax will be charged to the credit card on file and the balance of the reservation will be cancelled.

Area Attractions, Events and Tourism
Please visit the Washington, DC Convention & Tourism Corporation at www.washington.org.

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.

Travel
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
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 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number: D098599.

Directions to Hotel
FROM NEAREST METRO STATION (Dupont Circle):
The Dupont Circle Metro Station on the Red Line is closest Metro Station to the hotel. Exit at the north end of the Station to Q Street and walk four blocks north on Connecticut Avenue to Hilton Washington, located at 1919 Connecticut Avenue.

FROM NATIONAL AIRPORT (DCA):
Follow signs to I-395 and 14th St. Bridge. While on 395 North move to the left lane when you will see the sign for Route One. This will take you to the 14th Street exit. Take 395 North over the 14th St. Bridge. Stay in the left-hand lane take 14th St. to R St. NW. You will notice the streets run alphabetically. Make a left on R St. Follow R St. for six blocks to Connecticut Avenue NW. Make a right on Connecticut Ave. Hilton Washington will be four blocks up on right.
PARKING: From Connecticut Avenue, take a right on T Street and drive alongside the perimeter of the hotel. Drive past the T Street Ballroom entrance, and at the first intersection, take a hard left onto Florida Avenue, and then another left onto 19th Street. The parking facility entrance is located on the left, on 19th Street.

FROM DULLES AIRPORT (IAD):
Take Dulles toll road to Rt. 66 East. Take Rt. 66 to Constitution Avenue. Constitution Avenue to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be three blocks up on right corner Connecticut Ave and T St.

FROM BALTIMORE-WASHINGTON INTERNATIONAL AIRPORT (BWI):
Leave terminal and follow signs to I-95 South. Take I-95 South to 495 West. 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue south. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

FROM BALTIMORE / EASTERN PENNSYLVANIA / NEW YORK - NORTH:
Take Rt. I 95 south to 495 West. Take 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue South. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

FROM BALTIMORE WASHINGTON PARKWAY:
Take Baltimore Washington Parkway to New York Ave.
Stay on New York Ave. for approximately six miles then veer right on to Massachusetts Ave. Take Massachusetts Ave. to Dupont Circle stay in the outer right-hand lane. Go a third of the way around the circle and make a right on to Connecticut Ave.
Hilton Washington will be four blocks up on right.

FROM RICHMOND / WILLIAMSBURG - SOUTH:
Take I 95 North to 395 North. Stay on 395 North and when you see the sign for Route One move to the left lane. This will take you to the 14th Street exit. Follow 395 North over the 14th St. Bridge. Stay in the left-hand lane. Take 14th St. to R St NW. You will notice the streets run alphabetically. Make a left on R St.
Follow R St. for six blocks to Connecticut Ave. NW. Make a right on Connecticut Ave. Hilton Washington will be three blocks up on right.

FROM RT. 66 / MCLEAN / CHARLOTTESVILLE - WEST:
Take Rt. 66 to Constitution Ave. Constitution Ave. to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be on the right.

Local Airports
Washington National Airport
Distance from hotel: 6 mi. Drive time: 20 min.
Directions: Follow signs to Washington/14th Street Bridge. Go across bridge into Washington, D.C. Take 14th Street to K Street N.W. Turn left on K Street, then right on Connecticut Avenue. Address is 1919 Connecticut Avenue N.W.
Transportation to and from the Airport:
Subway/Rail - $4.00
Taxi - $19.00

Washington Dulles International Airport
Distance from hotel: 27 mi. Drive time: 40 min.
Directions: Take Dulles Access Road to Rt 66, East to Constitution Ave, turn left from Constitution Ave on 17th St NW and follow as it changes to Connecticut Ave North.
Transportation to and from the Airport:
Shuttle Service - Airport Express
Taxi - $55.00

Baltimore/Washington International
Distance from hotel: 33 mi. Drive time: 1 hr.
Directions: Follow signs to I-95 S. Follow Parkway to Washington Beltway. Turn right onto Beltway and follow to Conn. Ave turnoff. Follow Connecticut Ave to T Street.
Transportation to and from the Airport:
Rental Car - Call hotel for information
Subway/Rail - $6.50
Taxi - $65.00

Shuttle Service
Super Shuttle provides transportation to & from the DC area airports. Please call Super Shuttle at
1 800.BLUE VAN (258.3826) or 1 202.296.6662 to make reservations. You can also visit the website for more information or to make reservations http://www.supershuttle.com.

Metro
The Hilton hotel is located near the Dupont Circle Red Line. Please visit the MetroRail website for more information http://www.wmata.com.

Parking at the Hotel
Valet parking is available at the Hotel for overnight guests. Rates are $35.00 per 24 hours (includes in & out privileges) & are subject to change without notice. Self Parking is $28.00 per day.

There are no exhibits with this event.