Guy Powell's Marketing ROI Masterclass in Portugal

When you attend the ROI Marketing Masterclass you get current and relevant knowledge about Return on Marketing Investment that you can use in your organization right away. Applying your knowledge in your organization is highly likely to improve marketing efficiencies, increase revenue and leverage your potential to the maximum.

Are you visiting Lisbon from another country?
Lisbon is a great place to visit for a conference, seminar or masterclass. Built on 7 hills Lisbon has everything you can ask for; lots of historic sites to visit, a bustling nightlife, a nice and sunny climate, great golf courses, hospitable people and much more.

Guy R. Powell has spent the last 10 years helping marketers drive strategic advantage through a clear focus on the customer supported by best in class analytics. Whether it's consumer packaged goods, high tech, financial services or just about any other industry Powell has taken his experience from all aspects of the marketing equation demystifying the entire topic of marketing analytics.

His book, Marketing Calculator, serves as a guide to marketers in their quest to make better decisions and deliver more growth at lower cost and risk. His latest book, ROI of Social Media, takes these same concepts and applies them to social media marketing.

In 2005 Powell founded DemandROMI, a consulting firm focused solely on helping marketers improve their tactical and strategic decision-making. The time to measure and manage growth through smarter investments in marketing is Now. Are you ready?

08:30 - 09:15

Registration desk opens: come early to network and drink a cup of coffee

09:15 - 09:25

Welcoming Remarks

09:25 - 10:25

Why Marketing Investment (ROMI) is imperative for today
Marketing ROI is a methodology to make significantly better marketing decisions to drive increased revenue, profit, brand and share.

This session will discuss a framework for defining ROMI, integrating marketing ROI into your organization. It includes a short exercise benchmarking your organization against others. This session will cover:

• Identifying Marketing ROI in your organization
• A framework to understand ROMI
• Linking the ROMI Continuum and your organization
• Defining the ROMI Culture

Improve internal communications about Marketing ROI by understanding its core concepts
There are many misconceptions about marketing ROI and ROMI. Properly communicating its definition, understanding related concepts is critical to getting the organization behind the implementation of ROMI within the organization. This session will cover:

• Linking results to marketing activities
• Determining the definition of ROMI and related concepts
• Linking the ROMI Continuum and your organization
• Rules for using ROMI
• Lead management and improving marketing effectiveness

11:25 - 11:35

Break & Refreshments

11:35 - 13:00

Understand how consumers make choices to improve Messaging and ROI
Measuring and managing marketing effectiveness must begin with a deep understanding of how consumers make purchase decisions. This session will cover:

• Consumer purchase funnel and brand equity
• Determine key elements to building a marketing dashboard
• Case study: Software provider - Online advertising, offline sales

Key Marketing effectiveness measurement methods
There are many methods to properly measure marketing effectiveness.

This session will review three critical methods and discuss how they can be applied to different situations, and what their strengths and weaknesses are. This session will cover:

• Utilizing experimental design to measure effectiveness
• Marketing media mechanics
• ROMI culture questionnaire
• Breakout session: Experimental design

13:00 - 13:45

Lunch & Networking

13:45 - 16:00

Utilize Marketing Mix Modeling (MMM) to drive significant improvements in marketing success
Marketing mix modeling is a key method to measuring marketing effectiveness. This session will review key elements of this method and look at the required data to build a successful marketing effectiveness model.

This session will cover and include results from a detailed case study:

• Introduction to MMM to drive significant improvements in marketing success
• Measuring integrated marketing campaigns
• The 4P3C1E framework
• The 4Ps (Kotler): Product, Price, Place and Promotion across the category
• The 3Cs: Customer, Competitor and Channel
• 1E: Exogenous factors are critical in many industries in determining true marketing effectiveness.
• Case study: Confectionary

16:00 - 17:30

Break & Refreshments

16:00 - 17:30

Metrics and ROI of Social Media in today's Dynamic Environment
Social media is a new and important media channel. In order to properly implement, measure and manage it, a new framework is required.This is session will review the media engagement framework described in the book ROI of Social Media. This session will cover:

• The community engagement funnel
• Comparison of traditional and social media
• Mini-case studies: Consumer packaged goods, Software

16:00 - 17:30

The successful seven-step process to incorporate ROMI in your business
To institute ROMI in your organization, a clearly defined process is required. This session will cover a 7-Step process to implementing a metrics and effectiveness based culture in your marketing organization.

• Understanding your consumer
• Getting your costs accounted for
• Choosing your analytical method
• Scrutinize your results but then act
• Developing an objectives based marketing plan
• Review and look for areas of improvement
• ROMI, The C-Suite and you
• Case study: How an FMCG company used the process to look for high value opportunities

17:30 - 18:15

Masterclass Conclusion, Closing Remarks & Diploma Ceremony
ROMI isn't just about value for the company and organization but also provides value for you and your career

• ROMI and You !

• One full day Masterclass including lunch and coffee breaks
• All course materials delivered electronically
• Diploma of attendance issued by Markedu and signed by Guy Powell

Book your place before 10 September 2011 and get
a copy of the "ROI of Social Media" book signed by Guy Powell.