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Online Masterclass: ROMI (Return on Marketing Investment)

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​Return on Marketing Investment (ROMI), is about justifying and innovating better campaigns to optimise your marketing "spend" or rather marketing "investment".

This programme focuses on understanding marketing metrics.  Four hours completed at your own pace. 

A key part of our process of success at creating performance-driven marketing organisations is getting agreement between Marketing and the rest of the leadership team on how marketing performance should be measured. This is a critical step in ensuring you are focused on the right data and analytics. Organisations today are dealing with increasing market pressure and competition, and an exploding amount of data. The ability to transform data into actionable business insights that can be used for improving both marketing effectiveness and efficiency is a central challenge and a critical capability for marketers.

ROMI is about measuring any marketing or sales initiative, and an attempt to measure the aggregated effectiveness and efficiency of the marketing organisation to achieve corporate objectives.

The key concepts and ideas covered:

Marketing Metrics: Two case studies.

Why we measure: Costing out alternative marketing spends (i.e. increase return or decrease investment) case study.

What we measure:

a) Customer Asset: Satisfaction, Loyalty, Behaviour (recency, frequency, monetary amount, Customer Lifetime Value (CLV), Discounted Cash Flows).

How we measure actual and expected outcomes:
a) Intermediate outcomes (purchase intent); and
b) Final Outcomes (Sales, GP%, profit, ROI).

The ROMI debate: Art and Science (use to "Guide, don't Prescribe").

Mastering advertising, promotions, events, and market communication techniques to ensure ROI for your company.

 


Facilitator:  Ian Rheeder

Ian is a registered Chartered Marketer (CM), the highest professional marketing qualification recognised in Europe. He also has an MSc (cum laude) in The Management of Technology & Innovation. Prior to starting Markitects Consulting in 2005, his last corporate position was marketing and sales director for the global zipper giant, YKK. He is currently a strategic consultant and facilitator and is regularly voted as the best speaker at conferences.

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Who should attend?

Top management – VP, Directors, Division Heads, Senior Managers and other senior executives from:

Marketing and Sales
Brand Management/Communication
Strategic Marketing
Direct Marketing
Interactive Marketing
Product Management
Channel Management
Event Marketing
Advertising
Brand Communications
Database Marketing
Crisis Communications/Crisis Management
Market Research department


How you will benefit

Marketers need to understand the financial impact of their marketing, sales and go-to-market channel plans (distribution). Whether you're in a down or upswing economy, ROMI is your ticket to been taken seriously in the boardroom.  Take a new look at your integrated marketing communication (IMC) techniques and calculate through research, just how effective your campaign is -- before, during and after.

It should change the way your company thinks about marketing and the way your marketing team operates. It will certainly improve your assertiveness when dealing with the C-Suite.


Additional information

This 3-4 hour programme (run at your own pace) will provide you with an effective ROMI tool to measure your marketing efforts.

Upon completion of this Masterclass you will receive a digital "certificate of attendance" which you can print out. Post lockdown a physical certificate will be available for collection at the GIBS Illovo campus. Should you wish us to courier the physical certificate to you, such costs will be for your account.

You will also, upon completion, receive a link to the independently verifiable digital credential for the course, which you can use on your Linked In profile.


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