The full-day program for Measuring and Improving Marketing Effectiveness Marketing ROI and Metrics Workshop is packed with practical information, real-life case studies, and stimulating exercises. There is plenty of opportunity for attendees to participate and interact with the instructors and each other.

A short questionnaire and brief instructor interview are completed prior to the workshop so that the program can be tailored to optimally meet the needs and interests of attendees. For this reason the actual content of each workshop may vary slightly. The following are typical schedules for the consumer and business-to-business workshops.

CONTINENTAL BREAKFAST

SESSION 1: Why ROMI is the Marketing Imperative for the 2000s
• ROMI, your organization and your career
• A framework to understanding ROMI
• The ROMI Continuum and your organization
• The ROMI Culture

INTERACTIVE EXERCISE: The Marketing Mix

SESSION 2: Marketing Mix Modeling (MMM)
• Introduction to MMM
• How MMM works to increase revenue
• Exercise
• How to use MMM for your company
• Building MMMs to optimize campaigns

SESSION 3: Segmentation
• Choice analysis
• Conjoint analysis
• Utility functions
• Discrete Choice Analysis (DCA)
• Estimation techniques

SESSION 4: System Dynamics
• Introduction to System Dynamics
• Case study – Online advertising, off-line sales

SESSION 5: Modeling Consumer Behavior to Improve Marketing Results
• Introduction to Agent-Based Modeling (ABM)
• Anatomy of an ABM project
• Case Study: Consumer products

SESSION 6: Getting Started with ROMI
A five-step process to incorporating ROMI in your business

SESSION 7: Workshop Review

CLOSING

CONTINENTAL BREAKFAST

DISCUSSION: The Corporate Budget Battle

SESSION 1: Why ROMI is the Marketing Imperative for the 2000s
• ROMI, your organization and your career
• A framework to understanding ROMI
• The ROMI Continuum and your organization
• The ROMI Culture

SESSION 2: Linking Results to Marketing Activities
• ROMI and the ROMI Hurdle Rate
• Linking Marketing Activities to Revenue, Contribution Margin & Net Present Value
• Rules for using ROMI

SESSION 3: Win the Budget Battle with a ROMI-based Marketing Plan
• ROMI and risk
• Sunk costs
• Marketing overhead

SESSION 4: Discrete Customer Modeling
• Case study: Print advertising
• Campaign lifecycle modeling
• SFA/CRM data analysis program
• Pipeline secrets and the sales and marketing black hole

SESSION 5: Web Metrics
• Case study: Home improvement
• Case Study: Online advertising, off-line sales

INTERACTIVE EXERCISE: The Marketing Mix

SESSION 6: Marketing Mix Modeling (MMM)
• Introduction to MMM
• How MMM works to increase revenue
• Exercise
• How to use MMM for your company
• Building MMMs to optimize campaigns

SESSION 7: System Dynamics
• Introduction to System Dynamics
• Unlocking sales cycle bottlenecks

SESSION 8: Getting Started with ROMI
A five-step process to incorporating ROMI in your business

SESSION 9: Workshop Review

CLOSING

Custom workshops are also available at your location or off-site, with content tailored to your company's market environment. Read more...

REGISTER NOW:
ONLINE: click here
CALL: Susan Howard at 404.816.4346
EMAIL: Susan.Howard@demandromi.com
FAX 404.504.7058

You worked hard developing your strategy and designing great creative.

Now make sure it works.  Attend this workshop and learn how to prove and improve your marketing performance.