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Dates & Times

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

Start Date/Time:  Thursday, October 15, 2009 at 1:00pm
End Date/Time:  Thursday, October 15, 2009 at 2:00pm

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Venue/Location

WEBINAR

Registration Fees

Course Description

Marketing Metrics 

While most mid- to large-sized marketing organizations have developed some sort of marketing metrics program, relatively few have succeeded in engaging key users or generating the comprehensive insights they’d hoped to. Why? Is it the wrong metrics? Insufficient insight? Design flaws? Or organizational adoption issues?

Choosing metrics for a marketing dashboard requires that those metrics be specific not only to an industry but also to a company or division—and very possibly down to the specific department and the critical objectives at hand. This webinar will help marketers understand how to build a metrics program based on a dashboard – one that is tailored to meet the specific goals, objectives and strategies of their company, as well as its structure and its unique culture.

This webinar is part of the ANA School of Marketing’s 2009 Building Brand Equity webinar series.   All 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 ANA School of Marketing's 2009 webinar series.

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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