Measuring Marketing ROI

Registration and Breakfast

Marketing ROI Overview

• The marketing ROI process
• Aligning an ROI framework and measurements for more profitable strategies
• Using ROI tools guide marketing decisions

• Basic measurements by tactic
• Examples for digital media, paid search, e-mail and events/trade shows
• Addressing potential challenges and barriers

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

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

Breakfast

Integrated Strategies Using the Customer Funnel

• Integrating ROI techniques into funnel management
• Mapping sales cycles and buying cycles
• Using funnel metrics to maximize profitability

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

A Perspective on Brand ROI

• Brand dynamics and ROI
• Balancing short and long-term ROI
• Advanced analytic options to guide brand investments

Marketing Metrics and Dashboards

• Aligning key metrics to business objectives
• Role of dashboards in performance management
• Dashboard visualization

Implementation Logistics

• People, processes and technology
• Managing and maximizing success
• Prioritizing your action plan