Training Seminar Provider: Short Course, Workshop, Public Training and In-house Training: Measuring and Maximizing Marketing ROI

Measuring and Maximizing Marketing ROI

Does your marketing ROI measure up?

With today’s tougher competition, market volatility and greater individual and team accountability, you must prove that your marketing efforts are getting the desired results. Now, discover various marketing ROI 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 product and service strategies.

How You Will Benefit

Know exactly how effective your marketing spending is
Measure each marketing activity to maximize sales and minimize costs
Justify the value of your marketing efforts to your boss and your CEO
Make better brand decisions using correct marketing ROI information
Enhance and promote your company’s image

What You Will Cover

Marketing ROI: 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

Who Should Attend

Marketers at all levels, including marketing vice presidents, directors and managers—as well as managers and executives in other departments (finance, operations, customer service, R&D) who work with or support marketing. An understanding of the fundamentals of marketing is highly recommended.

Extended Training Description

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

Brandstorming^TM—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