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Overview

We've designed this one day workshop to give you an overview of how marketing metrics can be used to measure marketing performance as well as the likely key metrics which should be used to assess the efficiency and effectiveness of your marketing efforts. It will demystify the ubiquitous concept of ‘ROI’ (Return on Investment) as well as give you a widely used basic formula with sample calculations.

Who should attend?

This workshop is designed for people and organisations that understand the critical importance of measuring and evaluating their marketing activities and expenditure and are keen to do something about it. The content is broad in coverage and therefore whilst it covers all of the key aspects, it does so in ‘fundamentals’ as opposed to ‘in-depth’ manner.

Learning outcomes

  • Design a basic marketing performance measurement system.
  • Avoid common design, implementation and management pitfalls.
  • Utilise common performance measurement frameworks eg. Balanced Scorecard.
  • Develop internally consistent metrics (linked to ‘SMART’ objectives) using a ‘Metric Definition’ template.
  • Calculate the ROI at strategic (client/customer/consumer) and tactical (mix) level.
  • Measure the efficiency and the effectiveness of strategic and tactical marketing activities – including digital and social media.
  • Develop plans with emphasis on good implementation, evaluation, control and feedback.
  • Design and deliver appropriate and targeted marketing activity reports and indicators – including ‘Marketing Dashboard’.
  • Ensure that marketing is seen as focused, accountable and adding value.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.

Pricing

Non-Residential: £595
Member Non-Residential: £536
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
05 Sep 2018 05 Sep 2018 London
04 Dec 2018 04 Dec 2018 London

Course Director

Tony Rowe

In 1999, Tony Rowe was instrumental in creating a travel technology ‘dot.com’ and floating it on the London Stock Exchange (AIM). After 18 months as Marketing Director, he left to engage his previous passion in training and consultancy which he still does to this day, having created some of CIM’s earliest and most popular digital marketing workshops.

Enquire

Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.