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Measurable Marketing

When:

Thu 9 Sep 2010, 8:30am–5:00pm
Fri 10 Sep 2010, 8:30am–5:00pm

Where: Crowne Plaza, 128 Albert St, CBD, Auckland

Restrictions: All Ages

Ticket Information:

  • Marketing Association members (excl. GST): $1,295.00
  • Marketing Association non-members (excl. GST): $1,495.00
  • Additional fees may apply

Understanding measurement and knowing what tools to use can dramatically improve your business’ performance and profits. Being able to measure, analyse and understand your results will show you what worked, what didn’t and what you can do differently to improve results next time.

These tools will help you better understand your customers and determine which markets are most profitable, both now and in the future. Good measurement can also help you uncover new opportunities, allocate your marketing resources based on relative market potential and have a significant impact on your ROI.

Who should attend this course:
Client or agency side, this course is designed for marketers who need to understand marketing results. Past attendees include marketing managers, senior account managers, business development managers, product managers and account executives.

And what’s more you don’t need to be a mathematician; this course is designed for marketers with a calculator and an open mind.

Why you should attend this course:
The marketing environment is an increasingly accountable one. Budgets are determined by past results and management demands visible effects on bottom-line profits. Having a grasp of the financial side of marketing is no longer an option, it is a necessity! The Datamine team will arm you with the tools you need to tackle the numerical issues marketers face on a daily basis.

And if you are numerically challenged...
...don't worry. This course is designed for marketers, not mathematicians. You will be provided with clear, easy to follow tools and instructions - all you need to bring is a calculator and a clear mind.

Course content:

Day One
Section 1 – Why measure?

- The case for measurement
- Common measurement metrics
- Measuring results across channels
- Watch out! Typical measuring pitfalls and how to avoid them

Section 2 – Marketing math – PHD not required!

- Mean, median, mode and other calculations
- Standard deviation and margin of error
- ROI including diminishing returns
- Financial models – make your marketing dollar count!

Day Two
Section 3 – Testing and design.

- Integrating measurement in your marketing
- How to maximise your results with:
a. New customers - who should I target? How should I target them?
b. Current customers - understanding your customer base and how to engage them
i. Knowledge discovery - who are your best clients? Your most unprofitable?
ii Loyalty programmes - how can I get the most out of mine?
c. Churning or declining customers - why are they leaving? What can I do about it?

Section 4 - What is possible?

- What can you do with information from measurement? How can it be combined?
- Advanced techniques
- Building an effective marketing strategy
- Catalogue optimisation
- Media audits and optimisation
- Datamarts
- Customer and product segmentation

This event is also held in Auckland - visit the Marketing Association website for more information.

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