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ROI Techniques: Philadelphia 

1201 Race Street 
Philadelphia , PA  19107 
1/12/2010 8:00 AM  - 1/13/2010 5:00 PM 


Details Schedule Registration Travel Exhibitors

                             Marketing ROI Techniques Brochure

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
Four Points by Sheraton Philadelphia City Center
1201 Race Street
Philadelphia, PA 19107
Telephone: 1 215.496.2700
Fax: 1 215.496.2715
Hotel Website: www.FourPointsPhiladelphiaCityCenter.com 

Located just steps from the Philadelphia Convention Center and halfway between Independence Hall and Logan Square, the new 92-room Four Points by Sheraton Philadelphia City Center is convenient to the places you want to be. 

Check in soon and experience hospitality like only Four Points by Sheraton can deliver. With the extra amenities and great location, you'll soon feel part of the fabric of the city---and ready for whatever business or pleasure brought you here.

Little things in life make a big difference. Like Simple Pleasures(SM). Get a great night's sleep in the Four Points by Sheraton Four Comfort Bed™, refresh with free bottled water daily and keep in touch with free High Speed Internet Access. Kick back with a beer from the collection of the world’s Best Brews(SM) or catch up on some reading over a hot & fresh cup of Seattle’s Best Coffee. 

Rates: $129.00 single/double (plus applicable state & local taxes, currently 15.2%, which are subject to change without prior notice)

Please call 1 215.496.2700 & reference the American Marketing Association Rate to make reservations. Rates are based on availability.

Reservations must be accompanied by a first night room deposit.  The deposit is refundable if cancellation notice is received by 6:00 p.m. on the day prior to arrival.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered. 

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.
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.  

Philadelphia International Airport - PHL (approx. 12.18 miles)

Depart ramp toward Parking / Rental Car Return   

1. Keep left onto road                                                

2. Take ramp left for I-95 / Delaware Expy North toward Philadelphia      

3. At exit 22, take ramp left for I-676 / US-30 toward Ben Franklin Br / Independence Hall / Callowhill St                                                 

4. Keep straight onto Callowhill St                          

5. Turn left onto N 8th St                                          

6. Take ramp right for Vine St toward Local Traffic           

7. Turn left onto N 12th St                                        

A taxi to the Philadelphia Marriott Downtown will cost approximately $30.00-$35.00 one-way from the Philadelphia International Airport. The trip takes 20 minutes, depending on time of day & traffic.

Shuttle Service
Lady Liberty Transportation provides airport shuttle service to & from the Philadelphia International Airport. Fares are $10.00 one-way (subject to change without notice).

Travel from the Philadelphia International Airport:
Reservations are not required for airport arrivals. Service is available from 5:30am until 12:00 midnight. Proceed to Ground Transportation counter upon arrival (located near Baggage Claim) and register with the counter attendant (ticket number will be called when van arrives). Dial 27 from courtesy phones at counter and inform dispatcher of destination and number in party (please call after luggage is claimed).

Travel to the Philadelphia International Airport:
Call 1 215.724.8888 to make a reservation in advance. Recommended pick-up time is at least 2 to 2.5 hours before departure time for domestic flights. Recommended pick-up time is at least 3 to 3.5 hours before departure time for international flights.

Please visit http://ladylibertyshuttle.com for more information.

Parking at the Hotel
Valet parking is available at the Hotel for $24.00 per night & includes in & out privileges. Rates are subject to change without notice.

Exhibits
There are no exhibits associated with this event.
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