Measuring and Improving Marketing Effectiveness - A Marketing ROI and Metrics Workshop

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 is sent to each attendee ahead of time, 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 is a typical schedule.

MORNING

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

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

BREAK

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: CPG – Online advertising, off-line sales

LUNCH

AFTERNOON

INTERACTIVE EXERCISE: The Marketing Mix

SESSION 6: Marketing Mix Modeling (MMM)
• Introduction to MMM
• How MMM works to increase revenue
• Exercise

BREAK

• How to use MMM for your company
• Building MMMs to optimize campaigns

SESSION 7: Marketing Mix Modeling (MMM)
• Introduction to System Dynamics
• Unlocking sales cycle bottlenecks

SESSION 8: Modeling Consumer Behavior to Improve Marketing Results
• Introduction to Agent-Based Modeling (ABM)
• Anatomy of an ABM project
• Case Study: Consumer products

SESSION 10: Getting Started with ROMI
A seven-step process to incorporating ROMI in your business

SESSION 10: Workshop Review

CLOSING

ON-SITE WORKSHOPS CUSTOMIZED TO YOUR COMPANY

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

EMAIL dcoleman@demandromi.com

FAX 404.321.3397

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