Measuring the ROI in Marketing
Date and TimeTue, May 25, 2021 at 11AM Pacific / 2PM Eastern
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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.
Since 1997, Patti Phillips has been a driving force in the global adoption of the ROI Methodology and the use of measurement and evaluation to drive organization improvement. A former electric utility market research director, Patti has been featured on CNBC, EuroNews, and in more than a dozen business journals. Her work as an educator, researcher, consultant, and coach supports practitioners as they develop expertise to help organizations and communities thrive. Her work spans private sector, public sector, nonprofit, and nongovernmental organizations. Patti is author, coauthor, or editor of over 75 books and dozens of articles focused on measurement, evaluation, accountability, and ROI.
Patti can be reached at firstname.lastname@example.org.
About Jack Phillips, Ph.D.
Jack can be reached at email@example.com.
About Frank Fu, Ph.D.
Frank can be reached at firstname.lastname@example.org.