Marketing ROI Workshop - Program

Session 1

Why Return on Marketing Investment (ROMI) is the Imperative for the 2000s

• ROMI, your organization and your career
• A framework to understanding ROMI
• The ROMI Continuum and your organization
• The ROMI Culture
• Efficiency metrics vs. Effectiveness

MINI-EXERCISE: Determine your level on the ROMI Continuum and ROMI Culture

Session 2

Start with the basics to improve internal communications about ROMI

• Linking Results to Marketing Activities
• Definition of ROMI and related concepts
• Linking marketing activities to revenue, profit, and other success metrics
• Rules for using ROMI
• Lead management and improving marketing effectiveness

CASE STUDIES: Dental equipment, Software (global)

Session 3

Win the Budget Battle with a ROMI-based Marketing Plan

• Objectives-based marketing budgeting
• Building a ROMI Culture
• MINI-CASE STUDY: Corporate software provider

INTERACTIVE EXERCISE: Aligning your budget to corporate objectives

Session 4

Understand key marketing effectiveness measurement methods

• Define success metrics for your business
• Split-cell, A/B testing
• Marketing media mechanics

CASE STUDY: Petco – Web-based pet supplies provider

INTERACTIVE EXERCISE: Develop an A/B test to measure program effectiveness

Session 5

Using Marketing Mix Modelling (MMM) to drive significant improvements in marketing success

• Introduction to MMM
• How MMM works to increase revenue
• How to use MMM for your company
• Measuring integrated marketing campaigns

CASE STUDY: Quick service restaurant chain, Restaurant chain (US), Credit card processor

MINI-EXERCISE: Consumer products company, using ROMI coefficients (Australia)

• Building MMMs to optimize campaigns
• The 4P3C1E framework

MINI-CASE STUDIES: Yoghurt; Automotive; Non-alcoholic beverages; Alcoholic beverages

INTERACTIVE EXERCISE: Determine data sources to implement an MMM

Session 6

Understanding how consumers make choices to improve messaging and ROI

• Consumer Purchase Funnel & Brand Equity
• Choice and conjoint analysis
• Introduction to the consumer purchase funnel
• Case Study: Online advertising, off-line sales
• Determine key elements to building a marketing dashboard
• Sponsorships and ROMI

CASE STUDY: Software provider

MINI-CASE STUDIES: Consumer packaged goods

MINI-CASE STUDIES: Retail; Wireless telecommunications

Session 7

Introduction to metrics and ROI of Social Media

• The community engagement funnel
• Comparison of traditional and social media
• Definition of virality

MINI-CASE STUDY:  Consumer packaged goods, Software

Session 8

A seven-step process to incorporating ROMI in your business:

1. Understanding your consumer
2. Getting your costs accounted for
3. Tracking and managing with a dashboard
4. Choosing your analytical method
5. Scrutinize your results but then act
6. Build an objectives based marketing plan
7. Look for areas of improvement

ROMI, The C-Suite and you

CASE STUDY: Retail office products

Questions?