Events

This one and a half day course will take you through the basic concepts for measurements, ROI analyses, and campaign decision support to improve marketing performance. Marketing managers will learn how to use marketing ROI calculations to shape campaign plans and assess campaign results for key marketing programs such as direct marketing, lead generation, retail marketing, online marketing, events and trade shows.

This entry level course takes a practical approach to getting more insights from methodologies such as tracking, pre-post analyses, and market testing. The Marketing ROI Boot Camp will outline the steps involved for applying measurement techniques from setting measurement objectives and capturing necessary data to calculating marketing impact and using the results to make changes necessary for better performance. Marketing ROI will be covered from the perspective of running basic calculations to generate a financial analysis of marketing’s contribution relative to the campaign expense.

Through interactive presentations and compelling discussions, participants will explore the most commonly used tactics to connect the lessons to real examples. Participants will learn;
-           how to improve targeting and segmentation
-           how to map and use the customer funnel to assess
            marketing
            touchpoints leading up to sales conversion
-           how to account for customer lifetime value.

Who Should Attend
The course is best suited for mid level marketing managers in medium to large companies with a basic working knowledge of marketing concepts and measurements.

Learning Objectives
-           Assess the incremental impact of common marketing
            tactics
-           Use basic ROI tools and techniques to determine the
            financial contribution of campaigns
-           Improve marketing performance and profitability with ROI
            scenario
            planning and measurement of campaign effectiveness
-           Map funnel stages in the marketing and sales cycle to
            improve targeting, lead quality, and integration
-           Understand how to address key challenges and internal
            barriers
-           Improve tracking and measurement capabilities for better,
            more reliable results
-           Prepare clear campaign reports to communicate results on
            key metrics
-           Develop a roadmap for implementing a marketing ROI
            infrastructure
-           Recognize and avoid common mistakes

Cancellation Policy
Cancellations received prior to 4 weeks before the event will receive a refund minus a $75 cancellation fee. Within 4 weeks of event refunds will be granted minus a $150 cancellation fee. There will be no refunds issued on or after the day of the event.

About the Instructor
Jim Lenskold

DAY 1
8:00 a.m. – 5:00 p.m.
Continental Breakfast, Lunch and Breaks Provided

• Introductions
o Challenges

• Marketing ROI Overview
o What can marketing ROI and measurement achieve?
o What is required to manage marketing profitability?
o Basic concepts for measurements
o ROI analyses
o Campaign decision support

• Apply ROI Analyses to Guide Decisions
o Review inputs, formulas and fixed/corporate driven data points
o Use marketing ROI calculations
o Shape campaign plans
o Basic offer use for acquisition marketing

• Basic Measurements
o Tracking Measurements
o Pre/Post Analysis
o Market Testing
o Assess campaign results for key marketing programs

• Apply Measurement Techniques
o Setting goals and measurement objectives
o Capturing and standardizing data
o Using results for better performance
o Greatest areas for ROI improvements

• Funnel Mapping
o Funnel leakage
o Nurturing stalled leads

DAY 2
8:00 a.m. – Noon
Continental Breakfast and Break provided

• ROI & Measurements for Key Tactics
o Direct marketing
o Events & trade shows
o Online marketing
o Retail and Trade Promotion Marketing

• Lead Generation Marketing
o Measuring funnel performance
o Aligning with sales

• Short-term Brand Ad Lift

• Action Steps for Implementation
o Changing the culture
o Recognize and avoid common mistakes
o Marketing ROI roadmap
o Prioritizing action steps