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Dates & Times

Webinar and virtual sessions begin at 1pm Eastern Time and 10am Pacific Time.

Start Date/Time:  Thursday, May 14, 2009 at 1:00pm
End Date/Time:  Thursday, May 14, 2009 at 2:00pm

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Venue/Location

WEBINAR

Registration Fees

Course Description

Marketing Accountability: Metrics That Grab Attention

Are your marketing metrics not quite as persuasive as you'd hoped they'd be? Are they credible and influential in the boardroom? Are you getting the insights you need to help drive resource allocation and decision making? This webcast will focus on what the last 10 years have taught marketers about choosing the right strategic and financial metrics to align the key decision-makers on marketing accountability and performance.

This is an hour-long look at what metrics seem to work best in demonstrating the value of marketing. We'll also have a case study from an ANA member company which demonstrates how following the path to continuous improvement in metrics leads to greater insight and credibility when it comes to building new plans and launching new initiatives. Key questions covered include:

1. What are the right metrics to focus on?
2. How do we get alignment with sales and SBUs on the right metrics?
3. What metrics are most influential with finance?
4. How do we measure things we have no data for?

This is ANA School of Marketing’s third webinar in its new Marketing Accountability webinar series.  All five webinars in this series are presented to you as a complimentary member benefit, limited to ten registrations per Member Company.   Please register above for this webinar (each individual must register independently) and please visit www.ANA.net/careers/content/careers to learn more about all of ANA School of Marketing's 2009 webinar series.

This webinar series complements the 2009 ANA Marketing Accountability Conference held in New York City, NY, on June 2.  Featured speakers will include Steve Smith, CMO of Enterprise Rent-a-Car. For more information on this conference, please visit http://www.ana.net/events/conferencemtg/MAC-JUN09  to learn more.

Class Instructors

Pat LaPointe 

Pat LaPointe is the Managing Partner at MarketingNPV, a highly specialized consulting firm that builds marketing measurement processes, tools, and skills to determine the financial return from marketing investments. Pat directs the development of client solutions for CMOs in the areas of marketing metrics, dashboards, marketing ROI/analytical frameworks, and budgeting and resource allocation processes which measure the creation of economic and strategic value for both the short and long term. He is the Editor-in-Chief of MarketingNPV Journal and author of the recent book, Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments , which has been recognized as a pioneering work on the topic of marketing dashboard development.  Pat is a frequent keynote speaker for organizations like the Association of National Advertisers; the American Marketing Association; the Marketing Leadership Council; and Forrester's Marketing Leadership Board. He is also a guest lecturer at Wharton, MIT, Dartmouth, Columbia, and other leading business schools.

Prior to launching MarketingNPV, Pat was an equity partner and senior vice president at Frequency Marketing Inc., a consulting and software company known for design and operation of large-scale customer retention and loyalty programs. Pat also directed the operation of a marketing and sales department at Bell Atlantic (now Verizon), creating and implementing customer acquisition and development programs for B2B in both SMB and enterprise markets. He started his career in advertising in the Y&R network and at Ketchum, where he managed large client portfolios in all aspects of marketing strategy and communications. Pat is an MBA graduate of Stern School at NYU and holds a B.Comm. from McGill University in Montreal.

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