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Dates & Times

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

Start Date/Time:  Thursday, November 19, 2009 at 1:00pm
End Date/Time:  Thursday, November 19, 2009 at 2:00pm

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Venue/Location

WEBINAR

Registration Fees

Course Description

Financial Essentials for Marketing Executives

CEOs and CFOs are pushing harder than ever before to assess the payoffs of marketing investments. Finance executives expect marketing leaders to clearly demonstrate the impact of marketing on key financial criteria, including growth, profit, cash flow, and risk. A comprehensive and credible business plan has become fundamental to the approval of even modest marketing investments. Yet many marketing executives continue to struggle with the challenge of demonstrating the short and long term impact of their marketing initiatives in more than general, qualitative terms. As a result, many valuable and creative marketing proposals never see the light of day, due to the lack of any clear, financially-oriented assessment of costs and benefits.

This webinar will offer attendees useful tools and approaches to measure the effectiveness of their marketing expenditures. It will help them make better investments to get more "bang" for their buck. Participants will gain insights to help them better evaluate and communicate the impact of marketing spending on business outcomes.

This is ANA School of Marketing’s last webinar in the 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

Chris Charyk, Partner, MarketingNPV

Chris Charyk’s 20 year professional career has focused on strategy and marketing consulting, with a special focus on the application of innovative analytical approaches. He is a leading expert in the application of dynamic modeling approaches for marketing strategy and planning. His consulting career has included leading major global engagements for a wide variety of market leaders across a broad range of industries, including CPG, Financial Services, Pharmaceuticals, and Information Technology and Services. Before joining MarketingNPV, Chris was the Executive Director of Client Services for Integration, creators of Market ContactAudit (MCA), an industry leading brand communications assessment program. Prior to his tenure at Integration, Chris led the Marketing Accountability practice at EMM Group. In conjunction with the Association of National Advertisers, the Advertising Research Foundation, and other major marketing organizations, Chris has developed and taught numerous workshops in marketing metrics, analytics, and strategic planning. Chris is an MBA graduate in Marketing and Information Technology from Columbia University, and holds a B.A., Honors, from Brown University.

MarketingNPV is a highly specialized advisory firm that measures the financial return from marketing investments. The company designs and implements 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. MarketingNPV maintains an online archive of articles and resources and publishes a quarterly journal, all to help marketers make smarter decisions and stronger cases to secure, allocate, or defend resources. You can find more at www.MarketingNPV.com.

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