Marketing ROI Techniques - Atlanta, GA

Georgia Tech Global Learning Center
84 Fifth St. N.W., Atlanta, GA 30308-1031
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee
                Listen to a sneak peek podcast by Instructor
                  Jim Lenskold, President, Lenskold Group

                      Marketing ROI Techniques Brochure

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 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 exercises, participants will learn how to use measurements, analytics, and financial discipline to guide the development of more profitable strategies and tactical marketing campaigns.

Marketing managers, analysts, researchers and executives within medium to large companies with reasonable access to sales data and resources to dedicate to measurement will learn how to:     

  • 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

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Jim Lenskold

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 Conference Center Location
Georgia Tech Global Learning Center
84 Fifth St. NW
Atlanta, Georgia 30308
Phone: 1 404.385.6203
Fax: 1 404.385.1408
www.gatechcenter.com

Located in Midtown Atlanta, the Georgia Tech Global Learning Center is a professional meeting and learning facility ideal for corporate meetings, conferences, and seminars.  The center features more than 32,000 square feet of meeting space, including a wireless environment.

Recommended Hotels
Georgia Tech Hotel
800 Spring St.
Atlanta, GA 30308
1 800.706.BUZZ (2899)
http://www.gatechhotel.com/
The hotel has limited availability during the week. Call early to book your room.

Regency Suites Hotel
975 W. Peachtree St. N.W.
Atlanta, GA 30309
Reservations:  1 404.876.5003
http://www.regencysuites.com/  
The Regency Suites is located directly on the Tech Trolley Line, a free shuttle service.  Board the trolley on the south side of the Midtown MARTA Station. The trolley’s first stop is directly across the street from the Georgia Tech Global Learning Center.

Renaissance Atlanta Downtown Hotel
590 W. Peachtree St. N.W.
Atlanta, GA 30308
Reservations:  1 404.881.6000
http://www.marriott.com/hotels/travel/atlbr-renaissance-atlanta-hotel-downtown/  
The remodeled Renaissance Atlanta Downtown Hotel is a three-block walk to the Georgia Tech Global Learning Center.

Georgian Terrace
659 Peachtree St.
Atlanta, GA 30308
Reservations:  1 800.651.2316
1 404.897.1991
http://www.thegeorgianterrace.com/  
The Georgia Terrace is located about four blocks from the Georgia Tech Global Learning Center.

Area Attractions, Events & Tourism
Please visit http://www.atlanta.net/ for additional city 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.

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.

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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
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Directions
Georgia Tech Global Learning Center is conveniently located in Midtown Atlanta at the intersection of Fifth and Spring streets in Technology Square, right off Interstate 85/75.

Using MARTA
Simply take a north-south train to the Midtown MARTA station. Then catch the free Tech Trolley on the Peachtree Place station exit. We're the first stop before the trolley enters the main Georgia Tech campus. Cross the street, go through the courtyard to enter the Center. The trolley runs every six minutes from 7:30 a.m. until 7 p.m. Monday through Friday during fall and spring semesters. For more trolley information, visit www.parking.gatech.edu then follow the Tech Trolley link.

Directions From the North Avenue MARTA station: Head north on West Peachtree Street until you reach Fifth Street. Turn left onto Fifth Street and go one block. Cross Spring Street at the pedestrian crossing. You will pass the Georgia Tech Hotel and retail shops until you reach the courtyard. Turn left, go through the courtyard to enter the Georgia Tech Global Learning Center.

Driving
From the Atlanta Hartsfield Jackson Airport ATL or south Atlanta (Interstate 85/75 north): Take Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.

From northeast or northwest Atlanta (Interstate 85/75 south)*: Take Interstate 85/75 south to the Techwood Drive/14th Street/10th Street exit (Number 84). Turn left on 14th Street. Travel .2 mile and turn right on Spring Street. Travel about .7 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.
*If you are coming from north Atlanta, take Georgia 400 south to Interstate 85/75.

From east or west of Atlanta (Interstate 20): Take Interstate 20 to Interstate 85/75 north to the 10th/14th Street exit (Number 250). Continue straight for .1 mile on Williams Street and turn right onto 10th Street. Travel .1 mile and turn right onto Spring Street. Travel approximately .4 mile on Spring Street to Fifth Street (Barnes & Noble at Georgia Tech Bookstore on your left and the Georgia Tech Hotel on your right), then proceed a half block farther and turn right at the next light into the parking deck. Park on the second level (blue level), from there enter the Georgia Tech Global Learning Center.

Taxicabs
A taxicab to Midtown will cost approximately $30.00-$40.00 from Hartsfield-Jackson Atlanta International Airport, depending on the number of passengers.

Parking
Finding a close and convenient parking space is easy. The Technology Square parking deck, attached to the Center, is accessible from Spring Street. Hourly rates range from $1.50 for less than an hour to $10 for the day. Rates are subject to change without notice.

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