Given the importance of ‘the numbers’ for organisations – both commercial and not-for-profit – there’s never been a greater need for accountable marketing. This course will help you develop a more quantitative approach to the development, implementation and evaluation of your marketing plans and associated activities, using appropriate metrics to assess both the efficiency and effectiveness of both strategies and tactics.

Who should attend?

This workshop has been designed for people who understand the critical importance of measuring and evaluating their marketing activities and expenditure, and are ready to invest some time and brainpower in developing a metrics-oriented approach to doing the best they can with the resources they’ve got, and who want to prove that their marketing actually works!

Learning outcomes

  • Design appropriate marketing metrics, with relevant formulae.
  • How to calculate ROI/ROMI (Return on Marketing Investment).
  • Establish links (statistical) between market activities, performance and results.
  • Determine what works and what doesn’t, and allocate your marketing budget accordingly, ie ‘marketing optimisation’.
  • Develop marketing plans with the emphasis on implementation, evaluation and feedback.
  • Measure the efficiency and effectiveness of strategic (customer) and tactical marketing (mix) activities – including digital/social media metrics and analytics.
  • Create a ‘Marketing Dashboard’ or ‘Scorecard’ to focus effort and assess both effectiveness and ROI.
  • Ensure that marketing is seen as accountable and adding value, if not pivotal to helping the organisation achieve its objectives.

Course Dates

Start Date End Date Location
26 Mar 2019 27 Mar 2019 London
23 Jul 2019 24 Jul 2019 Moor Hall
25 Nov 2019 26 Nov 2019 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.


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.

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