Measuring Marketing ROI: San Francisco

Courtyard San Francisco Downtown
299 Second Street, San Francisco, CA 94105
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Measuring Marketing ROI Brochure

Listen to a sneak peek Measuring Marketing ROI podcast by Instructor Jim Lenskold, President, Lenskold Group

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.

Recent advancements in marketing analytics and data accessibility make measurements more possible than ever before, yet no “silver bullet” approach exists. With executives demanding increased accountability, corporate marketing managers must respond to win more of the untapped profit potential from competitors.

This two-day marketing ROI workshop will walk you through basic and more advanced techniques for measuring marketing impact on sales, revenue and ROI. Through interactive presentation and discussion, you will learn how to use measurements, analytics and financial discipline to guide the development of more profitable strategies and tactical marketing campaigns.
Measuring Marketing ROI Learning Objectives
 ∙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
 ∙Develop a road map for putting marketing ROI techniques into practice
Measuring Marketing ROI Who Should Attend
This workshop is best suited to marketing managers, analysts, researchers and executives in medium and large companies who have reasonable access to sales data and resources to dedicate to measurements.

Measuring Marketing ROI Instructor

Jim Lenskold





Day One


8:00 – 8:30 a.m. Registration and Continental breakfast

8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

8:30 – 10:15 a.m. Marketing ROI overview

∙ The marketing ROI process

∙ Aligning an ROI framework and measurements for more profitable


∙ Using ROI tools guide marketing decisions

10:15 – 10:30 a.m. Break

10:30 – 12:00 p.m. Learning the Basics

∙ Basic Measurements by Tactic

∙ Direct marketing, Online & Event Examples

∙ Addressing Potential Challenges & Barriers

12:00 – 1:00 p.m. Lunch

1:00 – 2:30 p.m. Customizing Your ROI Financial Calculation

∙ Accurately defining investments and returns

∙ Inputs for expenses, funnel impact, conversions and customer value

∙ Using basic or advanced ROI to guide decisions

∙ Setting the ROI threshold

∙ Intro to multi-level ROI analysis

2:00 – 2:30 p.m. Break

2:30 – 5:00 p.m. Marketing effectiveness measurements

∙ How to apply diverse measurement techniques

∙ Improving precision with market testing and advanced modeling

∙ Measuring brand and demand gen marketing

∙ Measurement examples



Day Two

8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)
8:30 – 10:00 a.m. 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 a.m. Break

10:15 –12:00 a.m. Analytics for Campaign Strategies and Tactical Planning
∙ Predictive modeling
∙ Targeting as a key profit driver
∙ Prioritizing Your Channel Mix
∙ Comparing Offer Structures & Amounts

12:00 – 1:00 p.m. Lunch

1:00 – 2:00 PM A Perspective on Brand ROI
∙ Brand dynamics & ROI
∙ Balancing short- & long-term ROI
∙ Mapping brand attributes

2:00 – 2:30 p.m. Marketing Metrics & Dashboards
∙ Aligning key metrics to business objectives
∙ Role of dashboards in performance management
∙ Dashboard visualization

2:30 – 3:00 p.m. Break

3:00 – 4:00 p.m. Implementation logistics
∙ People, processes & technology
∙ Managing & maximizing success
∙ Prioritizing your action plan


Registration is not available at this time.

Courtyard San Francisco Downtown
299 Second Street
San Francisco, CA 94105 
Phone:  1 415.947.0700
Fax:  1 415.947.0800
Reservations:  1 800.321.2211

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, event catering, indoor pool, and complete fitness room at a price that other luxury hotels cannot touch. Here to work? Enjoy the large work desk and free high-speed internet available in all rooms.

Rates: $199.00 single/double (plus applicable state & local taxes, currently 15.5% + $0.13 CA tourism fee, which are subject to change without prior notice)
Rates are based on availability.
Rates include complimentary in-room high speed internet access

Please call 1 415.947.0700 or 1 800.321.2211 & reference the American Marketing Association to make reservations.
The cut-off date for reservations is December 17, 2012. After December 17, 2012, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival.  Cancellations made after 6:00 p.m. on the day of arrival & no-shows will forfeit the initial deposit.
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. 

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.


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
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.
​Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.   
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
Directions & Transportation

Area Airports
From San Francisco - SFO
Distance: 14 miles N
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom.

Estimated taxi fare: $40.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3.
Please call 1 800 BLUE VAN (1 800.258.3826) for more information.
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK
Distance: 18 miles NW
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right.

Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)
Parking at the Hotel
Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $52.00 (including taxes, subject to change without notice)
Valet parking includes in & out privileges.
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