Measuring Marketing ROI
Chicago, IL
Tuesday, October 29
8:00 am
-
8:30 am
Registration and Breakfast
8:30 am
-
10:15 am
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 am
-
10:30 am
Break
10:30 am
-
12:00 pm
- Basic measurements by tactic
- Examples for digital media, paid search, e-mail and events/trade shows
- Addressing potential challenges and barriers
12:00 pm
-
1:00 pm
Lunch
1:00 pm
-
2:30 pm
Customizing Your ROI Financial Calculation
- Accurately defining investments and returns
- Inputs for expenses, funnel impact, conversions and customer value
- Process for filling in data gaps
- Using basic and advanced ROI to guide decisions
- Intro to multi-level ROI analysis
2:00 pm
-
2:30 pm
Break
2:30 pm
-
5:00 pm
Marketing Effectiveness Measurements
- Understanding the primary measurement techniques
- Improving precision with market testing and advanced modeling
- Techniques for results tracking, lead gen and integrated multi-touch campaigns
- Pros and cons of different attribution techniques
- Measurement planning to maximize insights
Wednesday, October 30
8:00 am
-
8:30 am
Breakfast
8:30 am
-
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 am
-
10:15 am
Break
10:15 am
-
12:00 pm
Analytics for Campaign Strategies and Tactical Planning
- Predictive modeling
- Targeting as a key profit driver
- Prioritizing your channel mix
- Comparing offer structures and amounts
- Metrics and measures for content marketing
12:00 pm
-
1:00 pm
Lunch
1:00 pm
-
2:00 pm
A Perspective on Brand ROI
- Brand dynamics and ROI
- Balancing short and long-term ROI
- Advanced analytic options to guide brand investments
2:00 pm
-
2:30 pm
Marketing Metrics and Dashboards
- Aligning key metrics to business objectives
- Role of dashboards in performance management
- Dashboard visualization
2:30 pm
-
3:00 pm
Break
3:00 pm
-
4:00 pm
Implementation Logistics
- People, processes and technology
- Managing and maximizing success
- Prioritizing your action plan