Marketing Skills: Metrics: Measuring Marketing Performance

Course Overview

Has your CEO/CFO started asking questions such as 'how successful was that last e-mail campaign?' and 'what exactly do we get in return for our substantial expenditure on marketing?' and 'is your marketing budget under increasing pressure?'

If so, this two day course is designed to help you answer such questions and defend your budgets by giving you the process, metrics, tools and techniques to measure marketing performance. It will also help you determine the ROMI (return on marketing investment) at campaign, customer and corporate level. It may even help you increase your marketing budget!

Audience

This course is designed for people who understand the critical importance of measuring and evaluating their marketing activities and expenditure, with a view to doing the best they can with the resources they've got.

Skills Gained

Your organisation will see a better return on its investment in marketing, and a better understanding of how the various marketing tools and techniques work. It will appreciate the effort expended and the rewards won through focused measurement. Your organisation will be more confident in allocating resources to marketing (especially annual budget) and the return on their investment in this training course.

You will understand the critical importance of measuring marketing performance by learning from others' successes and failures with reference to best and worst practice. You can increase the efficiency and effectiveness of both your strategic and tactical marketing activities. There will be an improvement on the return on your marketing investment by 'getting more bang for your buck'. You will be able to set up a 'marketing performance measurement system' and communicate more appropriately and effectively with your managers, directors and/or board.

Course Outline

• Understand working definitions of Marketing Metrics and ROMI (including formulae) and the concept of 'brand equity'
• Design marketing performance measurement systems
• Use common performance measurement frameworks (such as the 'Balanced Scorecard') within your marketing department
• Avoid common design, implementation and management pitfalls
• Determine what works and what doesn't and allocate your marketing budget accordingly
• Understand growing relevance and usefulness of Direct Marketing tools and techniques
• Measure the efficiency and effectiveness of strategic and tactical marketing activities
• Use models (econometric), basic marketing maths and statistics
• Develop marketing plans with the emphasis on implementation, evaluation and feedback
• Establish links between market activities, performance and results
• Ensure that marketing is seen as focused, accountable and adding value

Marketing Skills: Metrics: Measuring Marketing Performance / 0517