Marketers often know how much money they want to spend, but where to use that budget to get the most impact is much trickier.
Understanding how to measure marketing return on investment helps managers like you be more strategic, more accountable and more confident in showing the impact of your efforts.
While there’s no magic solution, this interactive two-day training will help you understand the latest, most useful methods available to make sense of your marketing program. We’ll look at basic and more advanced techniques that will help you develop more profitable strategies and impactful marketing campaigns.
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.
Pricing
| Early Bird (Ends 09/28/19) | Standard Price | |
| AMA Member | $1,395 | $1,495 |
| Non-Member | $1,745 | $1,869 |
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.
AMA Event Policies
Tuesday, October 29
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
Break
- Basic measurements by tactic
- Examples for digital media, paid search, e-mail and events/trade shows
- Addressing potential challenges and barriers
Lunch
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
Break
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
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
Break
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
Lunch
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
Break
Implementation Logistics
- People, processes and technology
- Managing and maximizing success
- Prioritizing your action plan
Jim Lenskold
President, Lenskold GroupJim Lenskold is an international speaker, President of Lenskold Group and author of Marketing ROI, The Path to Campaign, Customer and Corporate Profitability (McGraw Hill). His team at Lenskold Group works with Fortune 1000 and emerging clients globally to improve marketing effectiveness. Client engagements include innovative measurement solutions, user-friendly ROI planning tools, action-driven dashboards and decision support frameworks to drive marketing performance and profitability. Lenskold brings 25+ years of experience with large company marketing, entrepreneurial ventures and consulting in a broad range of industries.
Training Series Location
AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000
The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premier hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.
Recommended Hotels
Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)
Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)
Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)
Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 312.601.3400
Walking Distance to AMA Support Center (8 Minutes)
theWit Chicago – a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)
Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL 60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount
Walking Distance to AMA Support Center (15 minutes)
Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)
Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)
Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)
Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 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: 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 Support Center at (800)AMA-1150 or customersupport@ama.org, 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.