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.
 

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 patti@roiinstitute.net.

Jack J. Phillips, Ph.D., chairman of ROI Institute, Inc., is a world-renowned expert on accountability, measurement, and evaluation. Phillips consults for Fortune 500 companies and major global organizations. The author or editor of more than 75 books, he conducts workshops and presents at conferences globally.

Jack has been recognized and awarded for his work by numerous professional organizations, including receiving the 2024 Thought Leader Award from The Association of Learning Providers (ISA) and the 2022 Association of Talent Development (ATD) Talent Development Thought Leader Award along with his wife and ROI Institute co-founder, Patti P. Phillips, Ph.D. SHRM presented Jack with its highest creativity award for an ROI study and awarded an ROI Institute book with a best book award. ROI Institute has been named a winner in Training Magazine Network's annual Choice Awards for five consecutive years.

Jack's work has been featured in the Wall Street Journal, BusinessWeek, and Fortune magazine, and he has been interviewed by several television programs, including CNN.

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 fuf@umsl.edu.