This webinar is part of the series, Marketing ROI: Insights-to-Action, presented in association with Lenskold Group and SAS.
As the annual plan comes together, it is important to agree on the objectives and define the right metrics to manage success. Too often the objectives and metrics selected to track performance are not properly aligned to business goals and can lead to the wrong decisions.
This webinar completes the 3-part process for ROI-driven annual planning by carrying the pre-planning insights and the prioritization of high potential strategies and tactical plans into the metric selection and management process. Marketing ROI expert Jim Lenskold will discuss setting tiers of metrics, opportunities for more effective dashboard tracking, and how to better manage course corrections when metrics are off track. Demonstrating how these principles can be put into practice, Kirk Etten, VP Marketing Analytics for Upromise, will present a detailed case study.
Key learning points include:
- Identifying key performance metrics, diagnostic metrics, and leading indicator metrics
- Establishing performance tracking metrics and tracking to support real-time course correction
- Determining the relative importance and future impact of deviations in metrics
- Designing and developing a comprehensive measurement, tracking and analysis plan
- Creating more actionable dashboards to move from results reporting to performance management.
About Jim Lenskold, Lenskold Group; and Kirk Etten, Upromise
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.
Kirk Etten is the VP, Marketing Analytics for Upromise, a mission-based loyalty service company and subsidiary of Sallie Mae Corp. helping 11 million + member households realize the dream of higher education by saving, planning, and paying for college. Etten is responsible for leading the use of analytics, research, and reporting in order to drive analytic-driven decision-making at Upromise while also overseeing the annual planning process.
He has over 20 years experience in Analytics and Finance, including holding similar positions at Deluxe Corporation and NEBS. Etten has also earned his MBA and CPA license.
