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How Marketers Win Friends and Keep Profitable Customers Through ROI Analysis

Jim Lenskold, Dave Sutton
Roy Young
Thu., Sep. 21, 2006, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 3 star(s)

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.


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.

Who Should Attend?

Marketing professionals at all levels in all industries.

What Will You 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

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