Measuring Marketing ROI - 2015 - San Diego

Residence Inn San Diego Downtown/Gaslamp Quarter
356 6th Avenue, San Diego, CA 92101
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 
SOLD OUT - unfortunately, we cannot accept any more registrations for this event. 
Future dates will be available soon!
Listen to a sneak peek Measuring Marketing ROI Podcast, by Instructor Jim Lenskold, president of 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 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 7, 2015.

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
Jim Lenskold

​Measuring Marketing ROI Agenda

Day 1

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 2

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.

Training Series Location
Residence Inn San Diego Downtown/Gaslamp Quarter
356 6th Avenue
San Diego, CA 92101
Phone: 1 619.487.1200 
Reservations: 1 800.228.9290

Designed with modern and eclectic touches, this hotel in the San Diego Gaslamp Quarter embodies an urban design with a hint of the Victorian era. Relax in the San Diego suites and enjoy the residential feel of the Gaslamp Quarter hotel. Start your day with a free buffet breakfast and stay connected from with high-speed internet access. Step out into the vitality of downtown San Diego with over 100 restaurants embracing a variety of cuisines from around the world. Relax by the contemporary lobby fireplace, refresh at the rooftop pool or rejuvenate in a state-of-the-art fitness center. Unwind at the end of the day in Bar Vie, a full service bar with lite restaurant menu and indoor and outdoor seating. 

$199.00 Single/Double occupancy 
(plus applicable state and local taxes, currently 12.5% + $0.12 CA Tourism Fee. Taxes and fees are subject to change without notice.) 
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.


Or call 1 888.682.1243 and reference American Marketing Association Measuring Marketing ROI to make reservations. The cut-off date for reservations is Tuesday, December 30, 2014. After December 30, 2014, reservations will be accepted based on availability and at the prevailing rate.

n order to confirm a reservation, the hotel will require a credit card or deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations made within 24 hours of arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as a room(s) becomes 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.

Hotel Features, Services & Accommodations
Please visit Residence Inn San Diego Downtown/Gaslamp Quarter for a full list of services & features. 

Area Attractions & Events
Please visit San Diego Convention & Visitors Bureau for area information.

Conference Attire
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.

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 am-6 pm 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.

From San Diego International Airport (SAN):
Head south on Airport Terminal Road for 0.3 miles. Keep right at the fork. Turn left onto N Harbor Drive and continue for 3.1 miles. Turn left onto 5th Avenue. Turn right onto J Street and take the 1st right onto 6th Avenue.

SuperShuttle provides shared van transportation to and from the San Diego International Airport-Lindbergh Field (SAN). Fares are approximately $8.00 one-way (subject to change without notice). To make reservations or for more information, please call 1 800.BLUEVAN (1 800.258.3826). 

Taxis are available at the arrival gate of the San Diego International Airport. The average fare from the airport to the hotel is $18.00, with tip subject to guests’ discretion.

Parking at the Hotel
Valet parking is available for guests of the Residence Inn San Diego Downtown/Gaslamp Quarter for a fee of $40.00 per night (subject to change without notice).

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