Measuring the ROI in Marketing


Patti phillips headshot
co-founder and CEO, ROI Institute, Inc.
Webinar Recording Details
  • Date and Time
    Wed, Apr 03, 2024 at 11AM Pacific / 2PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.


For years, professionals within the marketing field have 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, events, 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.


Webinar participants will receive a handout, a copy of the presentation, and a copy of ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing (McGraw-Hill, 2021). This 330-page reference will be valuable for anyone tasked with showing the value of their marketing investments.

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