This webcast is part of the Marketing Measurement Today™ webcast series, presented in association with MarketingNPV and SAS.
Program Content:
For over 15 years now, the marketing mix model has been at the center of the marketing measurement process. However, new business demands are causing a spurt of innovation in measurement analytics. In this 30-minute webcast, you will hear about some of the innovative new ways companies are using analytical processes to uncover the links between marketing tactics and financial results. This is a session for marketing managers, not analysts. We’ll speak in plain English about practical solutions to help you formulate your expectations of the role analytics should play in your overall measurement framework.
Who Should Attend:
- Marketing managers, not analysts
- Senior marketers who need a comprehensive framework for measuring marketing performance
- Those responsible for designing a measurement framework or executing against specific marketing metrics
Learning Objectives:
- Gain perspective on history of the marketing mix model
- Recognize the importance of marketing analytics innovations
- Understand best practices in marketing measurement
- Develop insight into building an overall measurement framework
- Understand options on how to get started
Marketing Measurement Today™ is a trademark of MarketingNPV
About Rick Watrall
With over twenty years of industry experience, Rick Watrall is best known for his extensive knowledge of marketing analysis and advanced analytics. His expertise covers both primary and secondary research, and includes marketing mix modeling, ROI optimization, promotion evaluations, pricing studies, CRM analytics, business intelligence, data mining, forecasting, custom analyses, and measuring advertising effectiveness.
Rick is one of the foremost practitioners of marketing mix models, and has helped pioneer the use of this technique beyond packaged-goods. He was the first to apply marketing mix models commercially in a number of industries including Telecommunications (AT&T), Financial Services (MasterCard, Visa and Chase Manhattan Bank), Retail (Godiva), Entertainment (Walt Disney), Internet (Amazon.com, MSN), and Automotive (Toyota, General Motors, Magazine Publishers of America).
Rick holds an MBA in Marketing/Finance with an undergraduate degree in Business and Computer Science.
