Marketing ROI Techniques: Las Vegas

2989 Paradise Road
Las Vegas, NV 89109
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Marketing ROI Techniques Brochure

 Listen to a sneak peek podcast by Instructor
Jim Lenskold, President, Lenskold Group

Improving the return on investment (ROI) for your marketing initiatives requires
a comprehensive approach to the measurement of marketing effectiveness and the analysis of financial outcomes. Through interactive presentations and discussion, participants will learn how to use measurements, analytics, and financial discipline to guide the development of more profitable strategies and tactical marketing campaigns.

Recent improvements in marketing analytics and data accessibility make measurements more possible than ever before, yet no “silver bullet” approach exists to make this an easy task. With executives demanding increased accountability, corporate marketing managers must respond to win more of the untapped profit potential that lies just out of reach.

This marketing ROI workshop is delivered by Jim Lenskold, author of the award winning book, “Marketing ROI: The Path to Campaign Customer, and Corporate Profitability” and incorporates the Lenskold Group’s experience working with Fortune 500 and emerging mid-size companies in B2C and B2B environments. This two-day course will take you through the basics as well as more advanced marketing ROI techniques. It is best-suited to marketing managers, analysts, researchers, and executives in medium and large companies that have reasonable access to sales data and resources to dedicate to measurements. Through interactive presentation and discussion, participants will learn how to use measurements, analytics, and financial discipline to guide the development of more profitable strategies and tactical marketing campaigns.

LEARNING OBJECTIVES

• Bring the discipline of measurement and financial accountability into marketing’s strategic decision process.

• Understand the range of measurement methodologies available to capture the incremental impact of marketing.

• Develop accurate marketing ROI calculations that can be used consistently across all marketing initiatives while meeting the standards of the finance group.

• Improve strategic and tactical planning with marketing ROI techniques and tools.

• Understand how new approaches require a cultural transition for marketing

• Develop a road map for putting marketing ROI techniques into practice

DAY 1

8:00 – 8:30 AM REGISTRATION AND CONTINENTAL BREAKFAST

8:30 – 10:15 AM MARKETING ROI OVERVIEW

• The Marketing ROI process

• Framework + Measurements = More Profitable Strategies

• How ROI Tools Guide Marketing Decisions

10:15 – 10:30 AM BREAK

10:30 – 12:00 PM BUILDING THE FINANCIAL MODEL

• The ROI Formula: Accurately Defining Investments and Returns

• ROI Calculations & Financial Parameters

12:00 – 1:00 PM LUNCH

1:00 – 2:00 PM OPTIMIZING ROI TO MAXIMIZE PROFITS

• ROI Threshold

• Recognizing and Avoiding Common Errors

• Intro to Multi-Level ROI Analysis

2:00 – 2:30 PM BREAK

2:30 – 5:00 PM MARKETING EFFECTIVENESS MEASUREMENTS

• Measurement Techniques

• Measurement Options: How to Benefit from Market Testing and Modeling

• Establishing a Measurement Hierarchy

• Measurement Case Examples

• Advanced Modeling & Analytics

DAY 2

8:00 – 8:30 AM CONTINENTAL BREAKFAST

8:30 – 10:00 AM INTEGRATED STRATEGIES USING THE CUSTOMER FUNNEL

• Integrating ROI Techniques into Funnel Management

• Mapping Sales Cycles and Buying Cycles

• Using Funnel Metrics to Maximize Profitability

10:00 – 10:15 AM BREAK

10:15 –11:00 AM CAMPAIGN STRATEGIES AND TACTICAL PLANNING

• Predictive Modeling

• Customizing Your Planning Tools

• Power of Multi-Level ROI Analysis

• Offer Comparisons

• Targeting as a Key Profit Driver

• Assessing Your Channel Mix

11:00 – 12:00 PM CUSTOMER ANALYTICS

• Managing and maximizing customer value

• Using Decile Analyses, Clustering& Segmentation

• Case study on customer base analysis

• Case study on customer behavior analysis

12:00 – 1:00 PM LUNCH

1:00 – 2:00 PM LOOKING AT BRAND ANALYTICS

• Brand Dynamics & ROI

• Balancing Short & Long Term ROI

• Mapping Brand Attributes

2:00 – 2:30 PM MARKETING METRICS & DASHBOARDS

• Aligning key metrics to business objectives

• Role of dashboards in performance management

• Dashboard visualization

2:30 – 3:00 PM BREAK

3:00 – 4:00 PM IMPLEMENTATION LOGISTICS

• People, Processes & Technology

• Managing & Maximizing Success

• Prioritizing Your Action Plan

Registration is not available at this time.

Training Series Hotel Location
SpringHill Suites Las Vegas Convention Center
2989 Paradise Road
Las Vegas, Nevada 89109 USA
Phone:  1 702.433.5880
Fax:  1 702.433.5161
Hotel Website: www.marriott.com/laspr

Welcome to the new SpringHill Suites Las Vegas, a new addition to the Las Vegas Convention Center hotels, where you'll have the space you need to get things done or unwind. Close to the Las Vegas Strip, the stylish and smartly designed Las Vegas Convention Center hotel suites are 25% larger than comparably priced standard hotel rooms, giving you room to succeed. SpringHill Suites Las Vegas is conveniently located within minutes from the Las Vegas airport (LAS). Looking for recreation close to your Las Vegas Convention Center hotel? With the central hotel location you can conveniently play all of Las Vegas' premier golf courses including Rio Secco, TPC Las Vegas, Bears Best and Bali Hai. After a day of golf stop by the SpringHill Suites Las Vegas Inspiration Lounge for a cocktail or lite meal or order room service. Premier dining is also a short walk or cab ride from the hotel. Choose from the famous Piero's Italian, exotic RA Sushi or the renowned Capital Grill Steakhouse.

Rates: $99.00 Single/Double occupancy (plus applicable state & local taxes, currently 12%)
Rates are based on availability.
Rates include complimentary breakfast and in-room high speed internet access.

Please call 1 702.433.5880 & mention the American Marketing Association Training Series “ROI Techniques”. You must make your hotel reservations by October 11, 2010 and properly identify yourself to qualify for the special group rate.  

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 1 day prior to your arrival.  Cancellations made within 24 hours prior to arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m. and check out is at 12:00 p.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available.  Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered.

Area Attractions, Events and Tourism
Please visit the Las Vegas Convention & Visitors Authority at www.visitlasvegas.com/ for additional information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Travel
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.  

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Rental Car
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you.  Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Directions
Area Airport
Las Vegas - LAS
Phone:  1 702 261 5211
Distance: 2.5 miles N
Driving Directions: From McCarran Int'l Airport: North on Swenson Avenue turn left on Harmon, then take an immediate right on Paradise Road go North 1.5 miles past Convention Center Drive, hotel will be located approximately ¼ mile up on the left hand side. From Car Rental Terminal: Turn Right out of Rental Car Center and go 0.2 miles and turn right onto Warm Springs Road, then turn right onto Las Vegas Blvd. Go North on Las Vegas Blvd for 5.3 miles and turn right on Convention Center Drive. Follow to Paradise Road, turn left. Hotel is 0.1 miles on the Left.

Transportation
Taxicabs are readily available at the Las Vegas McCarran International Airport & the estimated taxi fare is $20.00 one-way.

The hotel does not provide airport shuttle service.

Parking at the Hotel
The SpringHill Suites Las Vegas Convention Center offers complimentary parking.

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