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.
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.
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. 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 research organizations such as The Conference Board and the Institute for Corporate Productivity.
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 50 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.
In addition to her leadership role on UNITAR’s board of trustees, Patti serves as board chair for the Center for Talent Reporting (CTR), board member of the International Federation of Training and Development Organizations (IFTDO), and board member of the International Society for Performance Improvement (ISPI).
About Jack Phillips, Ph.D.
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 can be reached at email@example.com.