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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