Measuring Marketing ROI - 2017 - Chicago

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
10/24/2017 8:30 AM - 10/25/2017 4:30 PM
Register before 9/27/2017 12:00 AM for early registration fee

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.




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.

See the Full Agenda>>​

What Recent Attendees Said

"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."

"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."


INSTRUCTOR​​​​​​​​

Jim LenskoldPresident, 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.

AMA Cancellation Policies

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

Registration is not available at this time.

Training Series Location 

One Prudential Plaza - AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Driv
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hote
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 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
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

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. 

Tower Travel Management 
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.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)

For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd 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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
Approximately $36.94 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 
Approximately $30.00-45.00 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 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 

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