Measuring Marketing ROI

Marina del Rey Marriott
4100 Admiralty Way, Marina del Rey, CA 90292
1/23/2014 8:00 AM - 1/24/2014 5:00 PM
Register before 12/27/2013 12:00 AM for early registration fee

Listen to a sneak peek Measuring Marketing ROI Podcast, by Instructor Jim Lenskold, president of Lenskold Group

Download Measuring Marketing ROI 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. 

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 tools.
  • 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 – Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after January 9, 2014.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Measuring Marketing ROI – About the Instructor


​Measuring Marketing ROI Schedule 

Day One

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 – 10:15 a.m. Marketing ROI overview

  • The marketing ROI process
  • Aligning an ROI framework and measurements for more profitable strategies
  • 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 p.m. 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
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Training Series Location
Marina del Rey Marriott
4100 Admiralty Way
Marina del Rey, CA 90292
Phone: 1 310.301.3000
Fax: 1 310.448.4870

The Marina del Rey Marriott Hotel offers a distinctly modern, yet sophisticated hotel experience.  With guest rooms offering both water and mountain views, the hotel in Marina del Rey offers a prime location near Venice Beach and Los Angeles International Airport.  Enjoy the incredibly inviting lobby, along with Glow – a uniquely designed outdoor lounge surrounded by a special blend of water and fire elements, infused with a hip and eclectic vibe.  Located just 3-blocks from Venice Beach & easily accessible to Los Angeles area attractions, the Marina del Rey hotel provides an ideal meeting and social destination offering everything you need to relax and be productive.

Rates: $209.00 single/double (plus applicable state & local taxes, currently 13% + $0.17 CA tourism fee, which are subject to change without prior notice)
Rates are based on availability.

Please call 1 310.301.3000 or 1 800.228.9290 & reference American Marketing Association to make reservations.
The cut-off date for reservations is December 27, 2013.  After December 27, 2013, 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 Los Angeles Tourism & Convention Board 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
Los Angeles International Airport (LAX)
Hotel direction: 4.5 mile(s) NW
Driving directions:
Take CA-1 N/S Sepulveda Blvd North.  Slight left onto Lincoln Blvd.  Turn left onto Bali Way.  Take the 1st right onto Admiralty Way.  Destination will be on the right

Estimated taxi fare: $20.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
Upon arrival, follow the signs to the baggage claim and collect your luggage.  Proceed to the outside curb and follow the orange overhead signs to the "Shared Ride Vans" loading zone.  At the loading zone, present your confirmation number to the uniformed Customer Service Representative for further assistance.
Please call 1 310.782.6600 or 1 800 BLUE VAN (1 800.258.3826) for more information.

Single Fare One-Way: $17.00 (subject to change without notice)

Parking at the Hotel
Valet Parking is available at the Marina del Rey Marriott
Daily fee: $30.00 (subject to change without notice)
Valet parking includes in & out privileges for overnight guests

​There are no sponsor opportunities with this event.

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