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.

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 patti@roiinstitute.net.

Jack Phillips is a world-renowned expert on accountability, measurement, and evaluation. Former bank president, he provides consulting services for Fortune 500 companies and major global organizations. The author or editor of more than 100 books, he conducts workshops and presents at conferences throughout the world. Jack’s expertise in measurement and evaluation is based on more than 27 years of corporate experience in the aerospace, textile, metals, construction materials, and banking industries. Jack regularly consults with clients in manufacturing, service, and government organizations in 70 countries in North and South America, Europe, Africa, Australia, and Asia.

Jack can be reached at jack@roiinstitute.net.

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.