Understanding, measuring and benchmarking marketing effectiveness

City Lecture for Worshipful Company of Marketors:

Jonathan Harman, managing director of Royal Mail MarketReach: ‘What should modern marketing investment effectiveness measurement look like?’

Proving the financial worth of marketing campaigns all too often drives a wedge between CEOs and their CMOs. In this 20-minute evening lecture Jonathan Harman will look at effective ways of closing the information and understanding gap between CEOs and CMOs.

Jonathan will explore how marketors can use new data sets and techniques to provide both a narrative and a statistical journey from initially exposing consumers to messages to final proof of ROMI. He’ll argue that getting to grips with these methods is essential for every senior marketor to prove marketing investment causes business growth, rather than just correlating with it – and how this will pave the way to a seat at the board.

The evening will also feature the launch of a new tool for measuring and proving the effectiveness of one-to-one marketing by Mike Colling, MD of media agency MC&C.

For the last 12 months MC&C has worked with the DMA to create a tool that leverages a database of several hundred of the most effective one-to-one marketing campaigns that have run during the last three years.

You’ll gain actionable insight into how to put this tool to work in your organisation to benchmark your marketing performance against this industry dataset.

Add networking drinks with your industry peers and you have a recipe for an evening that no senior marketor should miss.

Get £200 training credit when you book a course or qualification before 5pm on Thursday 31 August. Email us at training@theidm.com or call 0208 6140255 and quote CREDIT200.

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