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How Marketers Win Friends and Keep Profitable Customers Through ROI Analysis

Presenter: Jim Lenskold
Broadcast on Thursday, September 21, 2006
Duration: 90 minutes
Cost: $129

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Customer-centric metrics and measurements are essential for guiding profitable marketing strategies and tactics for both B2B and B2C companies. Learn how better analysis and planning help marketers more effectively retain profitable segments of customers. We’ll cover specific steps with marketing ROI techniques and analytics you can take to manage key profit drivers -- such as targeting, customer longevity and vulnerability, the customer experience, referral value, and planning integrated marketing over the customer lifecycle -- to deliver more profitable retention marketing.

This seminar will provide guidance on leveraging measurements, data-mining and ROI analysis to align marketing decisions with corporate goals.

PLEASE NOTE: There were intermittent audio problems in the first 17 minutes of this recorded broadcast.

You Will Learn

• To measure incremental customer value
• To use the customer buyers' funnel to support marketing ROI analysis
• To assess and prioritize retention marketing initiatives
• To find the right balance between retention and acquisition budget allocation
• To understand how the customer experience impacts profitability
• To improve profitability through segmentation and customer-centric marketing

Who Should Attend

Marketing professionals at all levels in all industries.

About The Presenter

Jim Lenskold is principal of Lenskold Group and author of Marketing ROI: The Path to Campaign, Customer and Corporate Profitability (McGraw-Hill, 2003). Jim helps marketers in all types of organizations to develop a proven path to accurately measure the efficiency and effectiveness of all marketing expenses – from targeted price reductions to direct marketing campaigns to revamped distribution channels – and to use that data to increase the bottom line return for their organizations. Jim is a former marketing executive with AT&T, where he developed strategies and implemented consumer marketing programs that helped the organization evolve from a telecommunications monopoly into a respected innovator and competitive marketing organization.

Dave Sutton is the founder of Marketing Scientists, LLC a strategic marketing advisory group to Global 2000 companies and he is the co-author of Enterprise Marketing Management: The New Science of Marketing -- the ground-breaking book considered to be the definitive statement of a new business discipline designed to create sustained, profitable, organic growth. Sutton successfully combines the science of an engineer with the art of a marketer and has led numerous business strategy, marketing strategy and transformation engagements for Global 2000 companies and government agencies around the world. He has worked with leading brands across many industries and categories including Alcoa, Blockbuster, Coca-Cola, Conagra, GE Capital, Georgia-Pacific, ING, Intuit, JP Morgan Chase, Kimberly-Clark, McDonalds, Miller, Shell/Texaco, Toshiba and Vodafone.

What Participants Said

Of the participants who evaluated this seminar, 77% would recommend it to a colleague. Some of their comments:

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"Great overview of Marketing ROI and the steps to look at it, strategize and take actionable steps. Liked the case studies."

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"You've been challenged with ROI questions from your CEO recently. This seminar gave me a new perspective on how to look at planning, executing and documenting ROI that also includes great concepts on retention of current customers. I know he likes to plow new fields, but I think you could persuade him with this retention methodology."

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"Great in depth insights, extremely useful in maintaining professional credibility as a knowledgeable source, help you make best decisions possible."

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"I would almost rather see you 'dumb it down' so one can get their head around it in smaller bits."

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