Marketing ROI Techniques: Boston

Northeastern University Batterymarch Conference Center 89 Broad St., 2nd Floor
Boston, MA 02110
3/22/2012 8:00 AM - 3/23/2012 5:00 PM
Register before 2/23/2012 12:00 AM for early registration fee
 Listen to a sneak peek podcast by Instructor Jim Lenskold,
                            President, Lenskold Group

VIEW BROCHURE


Here's what recent attendees had to say:

“Marketing ROI gave me a great starting point for proving the profitability of my efforts.”

“The training with Jim on Marketing ROI gave me a clear path to improve my business’ bottom line.”

“It was great to be able to meet with other attendees and discuss various situations we have encountered in our industry. The small size of the conference allowed for more interaction with attendees and the instructor.”

Overview
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

This event has passed and is unavailable for registration.

Training Series Location
Northeastern University Batterymarch Conference Center
89 Broad St., 2nd Floor
Boston, MA 02110
Phone: 1 617.556.8000
Fax: 1 617.556.9901
Website: http://batterymarchboston.com

The Batterymarch Conference Center is located in the heart of Boston's financial district.  Batterymarch is a block away from the Boston Harbor, Quincy Market, Faneuil Hall, Downtown Crossing & many historic sites. 

Area Attractions, Events and Tourism
Please visit http://www.bostonusa.com/ 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.

Conference Attire 
Conference attire is business casual.  Meeting rooms may be cool so you may wish to bring a sweater/jacket.

Recommended Hotel
Hilton Boston Financial District
89 Broad Street
Boston, Massachusetts 02110
Phone: 1 617.556.0006
Hotel Fax: 1 617.556.0053
Reservations: 1 800.HILTONS
www.hilton.com

Please mention you will be attending a meeting at the Batterymarch Conference Center and ask for the Batterymarch Corporate rate.  Special Rates are based on availability. 

Visit http://www.batterymarchboston.com/accommodations.html for additional hotel recommendations.

 

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.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama
or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:
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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com.
To make a reservation online click here:
https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama
or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Directions

From Logan International Airport (BOS):
Distance: 3 miles
Drive time: Approx. 20 minutes
Follow the signs to Boston via Ted Williams Tunnel (pay toll). Take Exit 25-South Boston. Stay left off exit; turn left at 2nd light-Seaport Blvd. Cross Bridge, turn right onto Atlantic Ave. Turn left onto State St. in front of Aquarium. Go two blocks and turn left onto Broad St. Batterymarch Conference Center is three blocks on right.

From Points North Via I-93 South:
Follow I-93 South into Boston. Take Exit 24A-Government Center. Left at the first traffic light onto Surface Rd. Follow Surface Rd. to the third set of lights and turn right onto State St. Follow State St. two short blocks and turn left onto Broad St.

From Points South Via I-93 North:
Follow I-93 North and take Exit 23-Government Center. Stay left off the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

From Points West Via I-90 East (Massachusetts Turnpike):
Follow I-90 (Mass Pike) East to Exit 24B and merge onto I-93 North. Follow I-93 North and take Exit 23-Government Center. Stay left of the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of traffic lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

Train/Walking Directions:
Take MBTA (The T- Orange Line or Blue Line) to State Street. Exit at Old State House. Walk down State St., cross Congress St. to Broad St. Take right on Broad St. to 89 Broad St.

Taxicabs

A taxicab will cost approximately $35.00 one-way from Boston Logan International Airport (depending on time of day & traffic). 

Parking

Valet parking is available at the Hilton for $40.00 overnight with in & out privileges.  Self-parking is not available.  Rates are subject to change without notice.  Several independent parking garages are within the area of the conference center.

 

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