Measuring Marketing ROI - 2017 - Chicago, IL

Summit Executive Centre
205 North Michigan Avenue, 10th Floor Chicago, IL 60601
2/28/2017 8:30 AM - 3/1/2017 4:00 PM
Register before 2/1/2017 12:00 AM for early registration fee

​Measuring Marketing ROI


LEARN

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.

Recent advancements in marketing analytics and data accessibility make measurements more possible than ever before, yet no “silver bullet” approach exists. 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. This two-day workshop will help you develop a road map for putting marketing ROI techniques into practice.



RESOURCES

TAKEAWAYS
  • An understanding of the range of measurement methodologies available to capture the incremental impact of marketing.
  • Knowledge of accurate marketing ROI calculations that can be used consistently across all marketing initiatives while meeting the standards of the finance group. 
  • Improved strategic and tactical planning with marketing ROI techniques and tools.

What Recent Attendees Said

"This was an excellent training to not only learn how to calculate ROI, but to also think strategically. The overall knowledge sparked ideas and questions to take back to my organization that will help us to track our ROI on marketing and sales tactics."

"Jim Lenskold is a knowledgeable instructor who cares about the workshop experience. I was very happy with this series and would recommend it to marketers who want to understand how ROI can help them make marketing channel decisions."

INSTRUCTOR​​​​​​​​

Jim Lenskold

President, Lenskold Group

Jim is an international thought leader and recognized expert in measuring and improving Marketing ROI. He is President of Lenskold Group and author of Marketing ROI, The Path to Campaign, Customer and Corporate Profitability (McGraw Hill, recognized with the AMA-Berry Award as one of the five most influential marketing books of 2004). Since 1997 he has run the Lenskold Group, which offers one of the most comprehensive and innovative approaches to applying marketing ROI techniques and tools to plan, measure and optimize marketing strategies toward maximum profitability. Lenskold Group combines financial discipline and a unique blend of measurement methodologies to deliver practical solutions that establish accountability and credibility for marketing organizations.

​​​​WHY 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

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 info@ama.org at least two weeks prior to the event start date. No refunds will be given after February 14, 2017. 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. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org. 


Measuring Marketing ROI - Agenda


Day One

8:00 – 8:30 a.m. Registration and 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 example


Day Two

8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 4:00 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

Already registered on site? Please log in first in the upper right corner of the site before proceeding.

Select Attendee Type:



$1,945.00

$1,645.00

   

Training Series Location 

Summit Executive Centre​
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
Phone: +1.888.887.2070 or +1.312.938.2000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to Summit (less than 5 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to Summit (3 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)  
Chicago, IL 60611
Phone: +1.312.836.0100

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to Summit (less than 5 Minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Reservations: +1.855.946.6600
Phone: +1.312.940.4400
Walking Distance to Summit (1 Minute)


For more information, please visit Summit Executive Centre Hotel Partners​

Area Attractions and Events
Please visit Choose Chicago​ for additional city information.

ADA 
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 Live Experience Team, 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 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.  


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.


Directions
By car from the south 
Take I-90/94 West (the Dan Ryan Expressway) into Chicago. Exit at Congress and proceed east to S. Michigan Avenue. Turn left and proceed north to South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. After parking, walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the north and northwest 
Take I-90 East (the Kennedy Expressway) into Chicago. Take the Washington Street exit east. Proceed east on Washington Street to North Michigan Avenue. Make a left, proceed three blocks to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the west 
Take I-290 East (the Eisenhower Expressway) into Chicago. Follow the signs for Congress Parkway and take it east to S. Michigan Avenue. Make a left, proceed north to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the southwest 
Take I-55 North (the Stevenson Expressway) to Lake Shore Drive North. Take the Randolph Street exit. At the bottom of the ramp make a left at the light and proceed west to N. Michigan Avenue. Make a right, go two blocks north and make a right on South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $32.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $27.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail 

Parking
Illinois Center Garage Parking
111 E Wacker Drive & 233 N Michigan Avenue (Enter on Michigan Avenue and South Water Street)
Phone: +1.312.819.5052

Daily Rates (seven days a week):
*Early bird (in 5:00 a.m.- 8:00 a.m., out by 7:00 p.m.) = $16.00*
Less than 20 minutes = $11.00
21-40 minutes = $16.00
41 minutes - 1 hour = $20.00
1-2 hours = $24.00
2-12 hours = $29.00
12-18 hours = $35.00
18-24 hours = $44.00​

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