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Our Marketing Measurement Today webcast series features 30-minute sessions covering tactical approaches to marketing measurement. Designed with the schedule of busy executives in mind, these webcasts will be held once a month and will offer brief, targeted overviews of practical information for today’s senior marketers.
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10 Things to Teach Your CFO about Measuring Marketing Effectiveness
Marketing measurement is complex. It requires the integration of many information types and is often based upon a number of assumptions, which makes it particularly difficult for finance types to wrap their heads around. Yet without their support and endorsement, marketing measurement lacks credibility with the CEO. So how do you build better links with finance if the CMO and CFO aren’t exactly golfing buddies? This 30-minute webcast will give you 10 topics for discussion to build bridges between marketing and finance and engage them in a productive exchange intended to build support and win endorsement for your measurement metrics and methods.
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Moving Beyond the Marketing-Mix Model
For over 15 years now, the marketing-mix model has been at the center of the marketing measurement process. However, new business demands are causing a spurt of innovation in measurement analytics. In this 30-minute webcast, you will hear about some of the innovative new ways companies are using analytical processes to uncover the links between marketing tactics and financial results. This is a session for marketing managers, not analysts. We’ll speak in plain English about practical solutions to help you formulate your expectations of the role analytics should play in your overall measurement framework.
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How to Create a Simple but Effective Brand Scorecard
Many marketers have seen the benefits of brand scorecards in helping them track and report on the strength of their brand assets. This 30-minute webcast will take you through a step-by-step process for determining which metrics should be on your brand scorecard, and how you can quickly develop and deploy an insightful tool with significant impact on senior executives.
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B2B Marketing Measurement Solutions
With the special challenges associated with distribution channels, multiple buying influences, and sales-driven cultures, B2B marketing measurement frameworks can be especially difficult to build and maintain. This 30-minute webcast will provide insights into the techniques required to design and deploy effective B2B marketing metrics and dashboards. We will explore practical approaches to measuring brand, customer experience, marketing pipeline, and channel performance, along with methods for managing interactions with sales organizations.
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What's Holding You Back? A Guide to Overcoming the Obstacles to Effective Marketing Measurement
Is your company as far along in its marketing measurement competency as it should be? Of course not. The dirty little secret is that every company feels they’re they are making some progress, but are thwarted to varying degrees by lack of data, skills, tools, or an abundance of “politics.” This 30-minute webcast will help you diagnose the real obstacles standing between your company and better measurement, and provide practical solutions for how to get past them towards a more productive measurement competency.
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Emerging Marketing Metrics
There have been many books written and conferences held on selecting the right metrics to measure the payback on your marketing. But most of the talk to-date has centered around the “traditional” metrics like market share, customer satisfaction, brand equity attributes, etc. In this 30-minute webcast, you’ll see some examples of emerging metrics beginning to show up on marketing dashboards around the world. Specifically, we’ll look at how to reflect marketing’s increasing responsibilities for “green” marketing and other corporate, social, and community responsibilities are penetrating the metric mix, as well as explore how these metrics are likely to evolve over time.
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Improving the Payback on Your Portfolio of Marketing Initiatives
Most marketing organizations today employ hundreds (if not thousands) of campaigns and initiatives in an effort to reach their goals. But you can’t fund them all, so how do you decide which ones to fund when you have no historical precedence? This webcast looks at new approaches to optimizing the expected payback from a portfolio of marketing initiatives.
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What to Cut? How to Pick Your Spots When the Budget Axe Looms
In difficult times, the marketing budget is susceptible to the budget axe. But what do you cut first? In the age of integrated marketing, how do you go about determining what is expendable when everything seems so important? Some advance preparation can help you cut smart, and set you on a path to learning, not just contracting. This webcast offers some experiential insights into where and how to look for savings when you have to “give back.”
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Bridging Short- and Long-Term Paybacks in Marketing Measurement
Tuesday, May 13, 2008; 11:30 a.m. US ET
How fast will your marketing programs payback? Are the expectations for speedy returns unrealistic? What do you do when you know that some of your investments may take a while to show results? This webcast provides some specific strategies to escape the tyranny of short-term payback requirements and provide a better financial foundation for your long-term marketing investments.
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Marketing Resource Allocation — How Much Budget Should you Ask For?
Tuesday, June 10, 2008; 11:30 a.m. US ET
How much budget should you ask for? How should you break it out – by brand, geography, segment? In order to best answer these questions you need an accurate understanding of the performance of your marketing investments. But what if the unknowns out weigh the hard facts? This 30-minute webcast will offer insight into the best practices in setting and allocation marketing budgets for maximum effect.
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5 Ways to Improve the Quality of your Forecasts
Tuesday, July 8, 2008; 11:30 a.m. US ET
Most people think of forecasting in terms of sales volume and revenue. However, for marketers, forecasting extends well beyond into interim effects such as brand equity, price elasticity, response rates, and channel development. When it comes to marketing measurement, forecasting isn’t just about top and bottom line, but every line in between where we define targets and milestones and track our progress towards them.
With all these elements to contend with, how can you ensure an accurate forecast? This 30-minute webcast will share insight into the five ways that marketing forecasts flounder, along with suggestions on how to avoid them.
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Technologies for Marketing Dashboards
Tuesday, September 9, 2008; 11:30 a.m. US ET
You’ve done the work. You’ve collected the data. You’re well on your way to marketing measurement enlightenment. But how do you present your findings in a way that means something to someone other than those in your marketing group? There are many options available, but how do select the right one for your organization? How do you ensure that once you get your marketing dashboard deployed that it will lead to real interactive engagement and learning? This 30-minute webcast will explore some of the options currently available and give insight into important issues you need to consider before you deploy your marketing dashboard.
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Selecting your Key Marketing Metrics
Tuesday, October 14, 2008; 11:30 a.m. US ET
What metrics do you really need to measure your marketing effectiveness? What’s the magic number needed to prove your marketing efforts are having a real effect on the bottom-line? With all these data points, which will really provide me with the insight I need to illustrate marketing payback? This 30-minute webcast will help you learn how to identify and refine the right metrics to provide you with real insight into your marketing effectiveness.
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10 Ways to Improve Marketing Metrics in the Coming Year
Tuesday, November 11, 2008; 11:30 a.m. US ET
Believe it or not, another year is coming to a close. How close are you to gaining actionable insight from your marketing measurement efforts? How far down the path are you in really understanding the effectiveness and payback of your marketing programs? This 30-minute webcast will look at the 10 things you can begin doing immediately that will lead to better ability to link marketing investments to bottom-line results. Filled with practical suggestions, you’ll learn how to put your company on the faster track to measurement insight in credible ways.
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