This webcast is part of the Marketing Measurement Today™ webcast series, presented in association with MarketingNPV and SAS.
Program Content:
What metrics do you really need to measure your marketing effectiveness? What’s the magic number needed to prove your marketing efforts are having a real effect on the bottom-line? With all these data points, which will really provide me with the insight I need to illustrate marketing payback? This 30-minute webcast will help you learn how to identify and refine the right metrics to provide you with real insight into your marketing effectiveness.
Who Should Attend:
- Senior marketers who need a comprehensive framework for measuring marketing performance;
- Those who are responsible for designing a measurement framework or executing against specific marketing metrics.
Learning Objectives:
- How to identify critical metrics
- Mapping your knowledge base
- Measure what you should….not what you can
- Developing the hypotheses needed to bridge data gaps
Marketing Measurement Today™ is a trademark of MarketingNPV
About Pat LaPointe
Pat LaPointe is the Managing Partner at MarketingNPV, a highly specialized consulting firm that builds marketing dashboards, marketing ROI/analytical frameworks, and brand scorecards that measure the creation of economic and strategic value for both the short and long term. Pat directs the development of client solutions for CMOs in the areas of marketing measurement processes, tools, and skills to determine the financial return from marketing investments. His book Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments is a pioneering work on the topic of marketing dashboard development.
Prior to launching MarketingNPV, Pat was an equity partner and senior vice president at Frequency Marketing Inc., a consulting and software company known for design and operation of large-scale CRM and loyalty programs. Pat also directed the operation of a marketing department at Bell Atlantic (now Verizon), creating and implementing customer acquisition and development programs for both B2B and consumer markets. He started his career in advertising in the Y&R network and at Ketchum, where he managed large client portfolios in all aspects of marketing strategy and communications. A well-known speaker, Pat is a regular panelist and chairman at ANA and AMA events, and has served as a guest lecturer at Wharton School of Business, MIT, and at the Tuck School of Business at Dartmouth. He is a frequent contributor to the ISBM and serves on the Board of Directors of the Business Marketing Association. Pat is an MBA graduate of Stern School of Business at NYU and holds a Bachelor of Commerce degree from McGill University in Montreal.
