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Measuring and Managing Marketing Performance (ONE DAY)

 

No CEO or CFO wants to hear that their marketing investment was a gamble, which makes marketing accountability one of the biggest issues facing the marketing community today. As a result Marketers must prove marketing ROI by demonstrating the impact marketing dollars have on revenue, then and only then, will Marketing stop being treated as a cost center and become a respected part of a company's revenue process.

Marketers know they need better analytic tools to demonstrate their impact, but too often reporting tools are inefficient and don't give marketers the information they really need. Add to this, the dichotomy that finance teams are paid to count things which causes them to look backwards (you can only count what has actually happened), while marketing people are paid to look forward.

Marketers therefore need to measure things like sales growth, market share, margins, customer retention; critical success factors based on what makes people buy what they buy. Measuring factors like those will help marketers pull the right levers. But this requires knowing what needs measuring, why it needs measuring, when it should be measured, who should measure it, how frequently you should measure it, and to whom should it be reported.

This workshop will cut through the confusion and complexity of marketing analytics to help you understand the techniques being used today to measure and manage marketing performance -- how they work, when to use them, and the best approaches to measure the effectiveness of your marketing expenditures. You will also learn that measuring results is only one of the stages in the process, planning or decision-making are as every bit as important as measuring. But what's even more important for Marketing to demonstrate is the ability to improve performance and profitability. Marketing earns credibility when it leverages measurement insights to improve targeting, contact strategy, marketing mix integration, and offers measurements and performance analysis that drive good business decisions.

Just because you have data doesn't mean it will lead you to the promised land. This course therefore focuses on helping marketers understand what matters the most and how to determine the data needed to tell that story. In the end what is critical is getting to finding out how to measure your company's objectives and what drives them versus answering questions about your activities because you can.

Who is this course for?

Marketers at all levels, including marketing vice presidents, directors and managers-as well as managers and executives in other departments (finance, operations, customer service, R&D) who work with or support marketing. An understanding of the fundamentals of marketing is highly recommended.

Key Takeaways:

Course Options

There are currently no scheduled classes for this course. However, all courses are available for onsite delivery. To find out more about how ANA can deliver this course to your business, call us at 212-697-5950 or training@ana.net.

Upcoming Classes

The Art and Science of Brand Building

New York, NY

Elevating Your Creative

New York, NY

Marketing Plan in a Day

New York, NY

Marketing To The New Majority

Plano, TX

Big Data: A Hands-on Workshop for Marketers

New York, NY

How To Optimize Your Agency Partner Relationships

New York, NY

Media Strategy

New York, NY

Integrated Marketing Communications

Plano, TX

Effective Writing For Any Platform

Celebration, FL

Marketing Matters

New York, NY

See all classes

$6,000 Training Credit

ANA Member Companies, as part of their membership are offered one (1) training credit annually. 

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Upcoming Classes

The Art and Science of Brand Building

New York, NY

Elevating Your Creative

New York, NY

Marketing Plan in a Day

New York, NY

Marketing To The New Majority

Plano, TX

Big Data: A Hands-on Workshop for Marketers

New York, NY

How To Optimize Your Agency Partner Relationships

New York, NY

Media Strategy

New York, NY

Integrated Marketing Communications

Plano, TX

Effective Writing For Any Platform

Celebration, FL

Marketing Matters

New York, NY

See full schedule

Webinars

Rich Media: What Marketers Need To Know

Webinar 

The Essentials of Programmatic Buying

Webinar 

Protecting Brands in the Event of a Data Breach

Webinar 

Effective Content Marketing: What Marketers Need To Know

Webinar 

Turning Brand Exposure Into a Purchase

Webinar 

See full schedule