This webinar is part of the series, Marketing ROI: Insights-to-Action, presented in association with Lenskold Group and SAS.
Annual planning typically involves allocating budget to the best marketing initiatives, establishing the best plan possible, and agreeing on attainable objectives for marketing to achieve. Using the quality insights from Step 1, the next step is to identify opportunities to improve upon prior year’s results and determine how to develop a better plan for the upcoming year.
In this webinar, marketing ROI expert Jim Lenskold will review the key steps in the process and show how marketing ROI planning tools, at both the basic and advanced levels, are used to improve and prioritize the impact potential of diverse marketing initiatives and project expected outcomes. To reinforce key learning points, a real world case study will be provided by Stuart Roesel of EarthLink.
Key learning points include:
- Setting customer investment limits to guide budgeting
- Running ROI scenarios to guide marketing mix, targeting, and offer decisions
- Designing high impact campaigns with measurement and ROI insight
- Choosing initiatives to maximize profit potential
- Managing plans toward greater integration
- Justifying strategic initiatives and mass media support that do not have a clear connection to incremental sales and profits
- Including actionable measurements, research and analytics in the annual plan
About Jim Lenskold, Lenskold Group and Stuart Roesel, Earthlink
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.
Stuart Roesel is an innovative and accomplished leader in Customer Experience Marketing focused on driving profitable business results by making products, services, and communications uniquely compelling to key customer segments. Over his 3 year tenure at EarthLink in implementing loyalty and retention programs driven by analytics, the company is now recognizing record low churn rates and has been recognized as a leader in customer satisfaction for 2 consecutive years.
Stuart was featured in the 4Q,2007 SASCOM Quarterly publication, and he was been selected as a 2009 Customer Champion presented by 1 to 1 Media, a division of Pepper & Rogers.
