March 18, 2022, 9:00 am - 5:00 pm Central Time 

This one-day workshop, designed specifically for marketing professionals, shows how to measure the impact and ROI of all types of marketing campaigns, advertisements, promotions, and other similar activities. For years, the marketing industry has debated how to measure the return on investment for various marketing initiatives. The ROI Methodology introduced in this workshop will show you how to successfully examine customer reaction, learning, and actions. By understanding the paths that lead to marketing impact and value, you’ll be able to work smarter and more efficiently, and ultimately improve your bottom line. This session explores the forces causing the focus on ROI, the trends in measuring and evaluating marketing, and how the challenge is being met. This workshop uses the book ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing (McGraw-Hill, 2021).

Learning Objectives:

Identify the five levels of outcomes from any marketing project.

• Design marketing projects and programs to deliver impact and ROI.
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• Select appropriate data collection methods and techniques to show the connection of marketing to the business needs.
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• Measure program results at all five levels of outcomes, including return on investment.
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• Tabulate costs, calculate ROI, and identify intangible measures
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• Communicate results to key stakeholders

Each of these principles is illustrated with powerful case studies from real-world companies—and the lessons they impart will offer an invaluable road map to making ROI work for you, no matter what your business.

Facilitator:

Jack J. Phillips, Ph.D.
Chairman
ROI Institute, Inc.