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Marketing ROI Workshop

InsightAsia

Tuesday, November 20, 2012 from 9:00 AM to 5:00 PM (Singapore Standard Time Singapore Time)

Ticket Information

Ticket Type Sales End Price Fee Quantity
Professional   more info Ended $995.00 $12.50
Early Bird   more info Ended $900.00 $12.50
Professional - Volume purchase - 3 or more   more info Ended $850.00 $12.50
Early Bird - Volume purchase - 3 or more   more info Ended $800.00 $12.50

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Event Details

Marketing Performance Measurement and Management is a marketing paradigm that calls for alignment of marketing activities, strategies, and metrics with business goals in order to make marketing more effective and efficient. The paradigm requires marketing professionals to create a metrics framework and key performance indicators, monitor marketing performance, and develop and utilise marketing dashboards to communicate and manage performance. Marketing Performance Management is the foundation for creating performance driven marketing organisations. Marketing organisations need systems, tools, processes, new skills and a culture of accountability to create a performance-driven marketing organisation.

Why is Marketing ROI important?

 By managing the performance of the marketing team through metrics, you are more able to proactively manage the marketing processes to improve the bottom line through decreased costs and increased productivity. Appropriate metrics should enable you to track the overall effectiveness of your marketing. MPM isn’t about measuring campaign performance it is about measuring the aggregated effectiveness and efficiency of the marketing organisation to achieve corporate objectives. MPM should bring broader business metrics that are non program specific to the table. These marketing metrics should be relevant to all members of the C-Suite (CEO, COO, CFO, CSO, etc) and connect marketing to the rest of the organisation’s goals.

This training for Measuring and Improving Marketing Effectiveness Marketing ROI and Metrics Workshop is packed with practical information, real-life case studies, and stimulating exercises. 

How You Will Benefit

You will be able to:

  • How an FMCG brand optimized used their analysis of marketing ROI to optimize a product launch
  • How an airline was able to optimize their top media channels
  • How the Huggies brand developed a successful social marketing strategy
  • How an FMCG brand determined the impact of a celebrity sponsorship

When

Monday, November 20th 2012

9am - 5pm

Where

Intercontinental Hotel, Singapore - (details to follow)

About the PresenterGuy R. Powell

Wouldn’t it be great to remove the guesswork from putting your strategic plans together? 

Marketing is about aligning the big things with the small things.  If we get the big things right we can be certain the small things are 

Guy's methods work around the world across many industries, company sizes, market positions and business questions.

His methods are based on sound strategic, tactical and financial concepts.  In addition, he has written three books, including Marketing Calculator: Measuring and managing your return on marketing investment and most recently, ROI of Social Media:  How to improve the return on your social marketing investments.

 Marketing Calculator:  Measuring and managing your return on marketing investment  ROI of Social Media:  How to improve the return on your social marketing investment

 What We Will Cover 

Session 1:  WHY MARKETING INVESTMENT (ROMI) IS IMPERATIVE TODAY

  • Identifying Marketing ROI in your organization
  • A framework to understand ROMI
  • Linking the ROMI Continuum and your organization
  • Defining the ROMI Culture

Session 2:  IMPROVE INTERNAL COMMUNICATIONS ABOUT ROMI BY REVIEWING ITS CONCEPTS

  • Linking results to marketing activities
  • Defining ROMI and related concepts
  • Linking marketing activities to revenue, profit, and other success metrics
  • Lead management and improving marketing effectiveness
  • Mini-case study: How a mobile cell-phone services company was able to implement a ROMI culture into their organization to drive these gains

Session 3:  KEY MARKETING EFFECTIVENESS MEASUREMENT METHODS

  • Defining success metrics for your business.  All major media types will be covered, including TV, Newspapers, Social Media and others.  Key metrics include purchase intent, unit volume, or leads generated appropriate for all businesses
  • Utilizing experimental design to measure success: Split-cell, A/B testing
  • Marketing media mechanics
  • Measuring billboards and signage - Measuring success in Hong Kong
  • Interactive Exercise: Experimental design - Develop an A/B test to measure marketing program effectiveness
  • One-2-One Marketing analytics:  Micro-segmentation, churn mitigation and macro-economic drivers.  Banking services – Fund services provider in Hong Kong
  • Last Touch Attribution
  • Experimental Design
  • Case studies:  Financial services (Insurance, Natural Gas Utility) - Using analytics to drive new customer growth and minimize loss
Session 4:  UTILIZE MARKETING MIX MODELING (MMM) TO DRIVE SIGNIFICANT IMPROVEMENTS IN MARKETING SUCCESS
  • Introduction to MMM to drive significant improvements in marketing success
  • Gaining insights on how MMM works to increase revenue
  • How to use MMM for a greater increase in ROI
  • Measuring integrated marketing campaigns
  • Getting the Data - The 4P3C1E framework
  • Data collection tools to be discussed include Nielsen, TNS, brand trackers, Google analytics, Facebook Insights and others 
  • Mini-exercise: Consumer products’ company, using ROMI coefficients
  • Interactive exercise: Determine data sources to implement an MMM
Session 5:  UNDERSTAND HOW CONSUMERS MAKE CHOICES TO IMPROVE MESSAGING AND ROI
  • Consumer purchase funnel and brand equity
  • Choice and conjoint analysis
  • Determine key elements to building a marketing dashboard
  • Case study: Online advertising, offline sales
  • Case study: Software provider
  • Case study: How a Vietnamese FMCG drives brand value to deliver increased revenue
  • Mini-case studies: Retail; Wireless telecommunications 
 
Session 6:  WORKSHOP CLOSING
  • Getting started
  • ROMI and your career
  • Closing discussions
 
Register now to start building your competitive advantage through Marketing ROI
Have questions about Marketing ROI Workshop? Contact InsightAsia

When & Where


Singapore Intercontinental
80 Middle Rd
Singapore, 188966
Singapore

Tuesday, November 20, 2012 from 9:00 AM to 5:00 PM (Singapore Standard Time Singapore Time)


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Organizer

InsightAsia

InsightAsia is an Independent market research agency offering high quality marketing research, analysis and consulting services across Asia. InsightAsia is not just about presenting the numbers. Our goal is to bring real meaning to the data and provide a richer understanding of the Asian context, consumer lives and on-going trends. We listen to hundreds of Asian consumers, across countries, cultures and categories every day. They express their needs, motivations and aspirations to us. We bring this insight to our clients, to assist them in creating strategic & profitable solutions for the Asian marketplace. In 1997, we opened our first office in Jakarta with just four people. Today, we are one of the largest independent providers of quality marketing research and consultancy services across Asia. We employ over one hundred research professionals, supported by our own dedicated field and data entry teams, in seven key Asian markets. From our regional head office in Singapore and our own full service offices in Singapore, Thailand, Malaysia, Indonesia and China, Vietnam and the Philippines we work to provide our clients with a single standardized, yet intimately localised, research platform for the entire region.

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