This webinar is part of the series, Marketing ROI: Insights-to-Action, presented in association with Lenskold Group and SAS.
Marketers need to be prepared with better insight into customer trends, marketing performance, and profit potential to effectively design and budget for high-impact strategies and tactical plans. In this webinar, marketing ROI expert Jim Lenskold will provide a framework for capturing the insights and applying ROI analyses to concentrate your planning on the right target, with the right offers, and marketing mix.
Key learning points include:
- Priority insights to support annual planning
- Using the customer purchase funnel to define segments and behavior outcomes
- Identifying gaps and opportunities for performance improvements
- Using a reliable ROI process to guide strategic planning
- Aligning marketing to financial outcomes and objectives
- Establishing key profit drivers and assessing profit potential
About Jim Lenskold
Jim Lenskold is President of Lenskold Group. He has brought 20 years of innovation in marketing ROI measurements and analysis into the mainstream marketing organizations through consulting, publishing, speaking and workshops around the world.
His book Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability is translated into eight languages and was named one of the five most influential marketing books of 2004 (Berry – AMA Foundation Awards).
Founded in 1997, the Lenskold Group helps Fortune 1000 and emerging mid-size companies adopt advanced marketing ROI capabilities and build greater accountability and credibility for marketing. Lenskold Group specializes in practical measurements, ROI planning tools, and financial impact analysis to guide profitable acquisition, retention, and growth strategies for B2B and B2C companies. The Lenskold Group serves Fortune 1000 and emerging companies in the US, Canada and Europe.
