Measuring the ROI in Marketing


Patti phillips headshot
co-founder and CEO, ROI Institute, Inc.
Jack phillips headshot
Chairman, ROI Institute
Associate Professor of Marketing, University of Missouri-St Louis
Webinar Recording Details
  • Date and Time
    Tue, May 25, 2021 at 11AM Pacific / 2PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.



For years, the marketing industry has debated how to measure the return on investment for various marketing initiatives. This webinar, designed specifically for marketing professionals, describes how to measure the impact and ROI of all types of marketing campaigns, advertisements, promotions, and other similar activities. 

The ROI Methodology®, introduced in this session, will show you how to successfully examine customer reaction, learning, and actions as a prelude to driving sales and marketing metrics and ROI. By understanding how to design for impact and ROI, you’ll be able to work smarter and more efficiently, and ultimately improve your marketing bottom line. This session features the book, ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing (McGraw-Hill, 2021).

After attending this webinar, participants will be able to:
  • Identify the five levels of outcomes from any marketing project
  • Design marketing projects and programs to deliver impact and ROI
  • Select appropriate data collection methods
  • Identify techniques to show the connection of marketing to the business needs
  • Calculate the ROI, using monetary benefits and marketing costs

Each of these objectives is illustrated through powerful case studies from real-world companies—and the lessons they impart will offer an invaluable road map to making ROI work for you.

About Patti Phillips, Ph.D.

Patti P. Phillips, Ph.D., is the co-founder and CEO of ROI Institute, Inc., a US-based consulting firm that serves for-profit, not-for-profit, government, and non-governmental organizations in 70 countries as they build capability in measurement, evaluation, and human capital analytics using the ROI Methodology®.

An internationally recognized leader in measurement and analytics, Patti is routinely invited to speak at industry conferences worldwide and contributes to the growing amount of research in human capital and human capital analytics. Her expertise is documented in over 50 books published by McGraw-Hill, Wiley, Kogan-Page, Berrett-Koehler, and other major publishing houses. Her work has been cited on CNBC, Euronews, and National Geographic and published in more than a dozen business journals. She is a thought partner to organizations such as The Conference Board, the Institute for Corporate Productivity, and Cognota. 

She is the recipient of the 2022 Association for Talent Development (ATD) Thought Leader Award and the 2019 Center for Talent Reporting Distinguished Contributor Award. In 2019, she was named among the top fifty coaches globally by the Thinkers50 organization and named a finalist for the Marshall Goldsmith Distinguished Achievement Award for Coaching. Patti serves as the vice chair and finance committee member of the United Nations Institute of Training and Research (UNITAR) board of trustees; chair of the Institute for Corporate Productivity (i4cp) People Analytics Board; Senior Advisor for The Conference Board; board member of the International Federation of Training and Development Organizations (IFTDO), and board member of the International Society for Performance Improvement (ISPI).

Patti can be reached at

About Jack Phillips, Ph.D.

Dr. Jack J. Phillips, a world-renowned expert on accountability, measurement, and evaluation, is chairman of ROI  Institute, Inc. Phillips provides consulting services for Fortune 500 companies and major global organizations. He has been directly involved in conducting more than 200 ROI studies and has trained more than 5,000 managers and professionals to conduct evaluation studies. The  author or editor of more than 100 books, he conducts workshops and presents at conferences globally. His most recent book is ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing (McGraw-Hill, 2021).

Phillips has received several awards for his books and work. The American Society for Training and Development  gave him its highest award, Distinguished Contribution to Workplace Learning and Development for his work on  ROI. His work has been featured in the Wall Street Journal,  BusinessWeek, and Fortune magazine. He has been interviewed by several television programs, including CNN. Phillips served as President of the International Society for Performance Improvement in 2012-2013.

About Frank Fu, Ph.D.

Frank Fu is an Associate Professor of Marketing at the University of Missouri-St. Louis. He obtained his Ph.D. in marketing from the University of Houston. He also holds an MBA in marketing from the University of Rochester. He brings a diversity of methodological approaches, including quantitative modeling and behaviorally oriented survey research, to questions regarding the sales-marketing interface for new product success. His current research interests focus on marketing performance improvement and sales performance improvement. He won the 2006 AMA Sales SIG Award for best doctoral dissertation in professional selling and sales management. In 2005, he was selected as one of the four winners to receive an AMA Sales SIG/DSEF Sales Dissertation Research Grant. 

Frank can be reached at