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Measuring and Maximizing Marketing ROI

Fee:

$2,195

· QuickCode:

QQBRMF

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*When registering by phone, use Priority Code: XNNT

Provider:
AMA (American Management Association International)

Topic(s):
Customer Service & Sales > Marketing

Who Should Attend?
Marketers at all levels, including marketing VPs, directors and managers as well as managers and executives in other departments (finance, operations, customer service, R&D) who work with or support marketing

• AMA's Advanced Course in Strategic Marketing

Full Seminar Description

With today’s budget cuts, tougher competition and greater accountability, you must prove that your marketing efforts are getting the desired results. Now, discover various measurement tools—from financial techniques that measure traditional activities to research methods that measure attitudes, perceptions and other intangibles—and how to implement them. You’ll learn how to use marketing ROI results to generate more competitive corporate-wide product and service strategies.

How You Will Benefit

• Know exactly how effective your marketing spending is
• Justify the value of your marketing efforts to your boss, your CEO, yourself
• Get more mileage out of specific projects such as creating visibility and developing a strategic direction
• Make better brand decisions using correct marketing ROI information
• Measure each marketing activity to maximize sales and minimize costs
• Enhance and promote your company’s image

What You Will Cover

• Marketing ROI today: challenges, opportunities and roadblocks
• How leading companies track and assess marketing ROI
• Three key categories of marketing ROI: accounting, addition, attitudes
• Advanced strategic and tactical ROI measurements
• Market research: new ways to generate fast, effective feedback
• Key components to successful marketing ROI measurement
• Integrating measurement into the marketing plan and budgeting process
• Determining potential marketing ROI assessments

Extended Seminar Outline

Learning Objectives

• Understand the Importance of Measuring Marketing ROI in All Marketing Activities and Expenditures
• Explain the Importance of Measuring Every Marketing Activity in Order to Maximize Sales and Minimize Costs
• Understand the Basics of Finance That Relate to Certain Marketing ROI Measurements
• Apply Marketing ROI to Common Types of Marketing Expenditures Such as Ads, Print, Web, Telesales, Etc.
• Discover Other Types of Marketing Activities That Are Not Part of the Standard Marketing Communications Mix, Where an ROI Approach Can Be Incorporated
• Use Market Research and Surveys to Measure Those "Touch-to-Measure" Marketing Activities
• Involve Other Departments and Lobby for Increased Budgets Where the Demand Is Warranted
• Identify Ways to More Efficiently Target Marketing Campaigns and Messages While Maintaining or Decreasing Expenditures
• Develop Ways to Better Discover, Develop and Manage New Product and Service Launches
• Align the Various Marketing Communication Tools with Your Products and Services, Helping to Strengthen the Overall Corporate Brand
• Use More In-Depth Ways to Analyze Customer Segments and Increase Both Market and Mind Share

Principles and Practices of Measuring Marketing ROI

• Define Marketing ROI (Return On Investment) in Today’s Changing Business Environment
• Identify the Common Roadblocks to Measuring Marketing ROI
• Assess Your Organization’s Current Marketing ROI Culture

Marketing ROI Formulas and Tools

• Understand the Seven Basic Levels of ROI Measurement
• Use Various Accounting, Addition and Attitude Formulas and Tools to Calculate Marketing ROI Statistics

Advanced Strategic and Tactical Measurements

• Define the Differences Between "Strategic" and "Tactical" ROI Measures
• Understand the Eight Basic Marketing Research Tools That Can Aid in Marketing ROI Measurement
• Use Specialized Research Tools to Assess and Measure Key Strategic and Tactical Situations Many Organizations Face
• Use Tips for Writing Effective Research Questions to Develop an Actual Questionnaire

Key Components to Successful ROI Measurement

• Understand the Five Key Steps in the Marketing ROI Process
• Identify the Key Elements of a Typical Marketing Plan That Includes ROI Measures
• Understand How to Incorporate ROI Measurement into the Budgeting Process

BrandstormingTM—How to Integrate ROI into Marketing Plans

• Understand the Concept of Storyboarding and How It Can Be Used to Create Marketing Plans That Include ROI Measurement
• Participate in a Storyboarding Process to Create an Outline of a Marketing Plan
• Set Measurable Marketing ROI Goals and Identify the Key Measures to Determine Their Success

Analyzing Marketing ROI Data

• Determine How to Analyze Assorted Marketing ROI Data
• Understand the Approaches to Coding, Analyzing and Interpreting Data
• Building Actionable Recommendations for Maximizing Future Marketing Investments

Bringing It All Together—Summarizing and Processing Marketing ROI Assessments

• Understand How to Prepare a Marketing ROI Summary That Can Be Presented to Management
• Avoid the Common Pitfalls of Presenting ROI Summaries

Sponsor Background:

• provide comprehensive, hands-on training that is of practical use when you return to the job
• focus on need-to-know specifics, relevant to the demands of global business today
• offer the expertise and personalized attention of top-ranking instructors
• facilitate your career development and business savvy

Whether you're looking for a solid foundation of business fundamentals or strategies to help you seize growth opportunities for your company, AMA offers expert instruction to help you:

• manage your priorities effectively
• cultivate more productive working relationships
• increase your on-the-job value
• align your skills with marketplace demands
• bring out the best in people, processes and yourself

Cancellation and Refund Policy

If you cannot attend a seminar you may contact AMA in advance to transfer to a future session, or can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply call. If you cancel with less than three weeks' notice, you will be liable for the entire seminar fee, however you may request a courtesy transfer to use at any future AMA seminar of equal or lesser value. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed, and do not cancel with a minimum of three weeks’ notice as described above, you will be charged the entire seminar fee.

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