You are here: Home → Institute for the Study of Business Markets → Events/Courses → Events → Return on Marketing Investment: Measuring and Improving Marketing Effectiveness: Agenda

Return on Marketing Investment: Measuring and Improving Marketing Effectiveness: Agenda

The ISBM Seminar

Return on Marketing Investment:
Measuring and Improving Marketing Effectiveness

Guy R. Powell and Sami Jajeh
Demand G, LLC

This course is not currently scheduled.

Agenda
Date Event
Day One Discussion: The Corporate Budget Battle
Session 1: Why ROMI is the Marketing Imperative for B-to-B Marketers in the 2000s
  • ROMI, your organization and your career
  • A framework to understanding ROMI
  • The ROMI Continuum and your organization
Session 2: ROMI: Linking Results to Marketing Activities
  • ROMI and the ROMI hurdle rate
  • Linking marketing activities to revenue, contribution margin & net present value
  • Real-world ROMI: Print advertising
  • Rules for using ROMI
Session 3: ROMI and Net Present Value (NPV)
  • Using NPV to compare marketing programs
  • Concerns for NPV
  • Discounted cash flow (DCF) - ROMI
  • Customer lifetime value (CLV)
  • Real-world ROMI: Applying DCF-ROMI in Telecom
Session 4: Win the Budget Battle with a ROMI-based Marketing Plan
  • ROMI and risk
  • Capturing the marketing budget
  • ROMI and risk analysis
  • Building a ROMI-based marketing plan
Session 5: SFA/CRM Data Analysis
  • Pipeline analysis
  • SFA/CRM data analysis program
  • Lead source marketing analysis
  • Pipeline secrets
Discussion: Sales and Marketing Scorecard
Session 6: Sales and Marketing Scorecard
  • Sources of sales and marketing contention
  • Sales activity analysis
  • Developing a Sales and Marketing Scorecard
Session 7: Miscellaneous ROMI Topics

  • Can ROMI be less than 1?
  • ROMI and sunk costs
  • ROMI "not for profit"
  • ROMI and marketing overhead
Session 8: Web Metrics
  • Case study: Web metrics
  • Web click-through channel analysis
  • Case Study: E-mail metrics, seminar program
  • Search Engine Marketing (SEO) metrics and analysis
Day Two Session 9: Getting the Data - Some Practical Examples
  • Random sampling approaches
  • Interim data collection solutions
  • Case Study: Computer manufacturer
  • Discussion - The marketing mix
Session 10: Marketing Mix Modeling (MMM)
  • Introduction to MMM
  • How MMM works to increase revenue
  • How to use MMM for your company
  • Building MMMs to optimize campaigns
  • MMM and brand portfolio improvement
  • Outsourcing or building MMM internally
  • Case Study
Session 11: Modeling Customer Behavior to Improve Marketing Results
  • Introduction to Agent-Based Modeling (ABM)
  • Anatomy of an ABM project
  • Case Study
Session 12: Marketing Support Technologies
  • Enterprise marketing management tools
  • Market modeling tools
  • Marketing program tools
  • The ROI of measuring ROI
Discussion: Marketing Technologies
Session 13: Advanced Marketing Mix Modeling
  • Case Study
  • Advocacy and experiential marketing
  • System dynamics
  • Other MMM
Session 14: Getting Started with ROMI
  • A seven-step process to incorporating ROMI in your business
Session 15: Workshop Review

Specifications subject to change without notice.

For more information contact:

Paula Dorminy or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu



Document Actions