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 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.
Marketing managers, analysts, researchers and executives within medium to large companies with reasonable access to sales data and resources to dedicate to measurement will learn how to:
- 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 and a leading authority on marketing ROI, is President of Lenskold Group and author of the award-winning book, Marketing ROI: The Path to Campaign, Customer and Corporate Profitability (McGraw Hill, 2003). Lenskold Group consults with large and emerging corporations on marketing profitability management, marketing measurements, advanced marketing ROI techniques, and CMO management tools.
2009 Locations
San Francisco, CA - January 27-28
Atlanta, GA - February 17-18
New York - March 11-12