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A Practical Guide to Marketing ROI Measurement
Abstract: John Stichweh, Coca-Cola’s Director of Worldwide Interactive Marketing, and former Proctor & Gamble marketing executive, talks about P&G's 'in-process' vs. 'outcome' metrics. Rex Briggs, CEO of Marketing Evolution, explains the difference between defining business success and marketing success, identifying leading indicators for each, and creating an action plan for making mid-course marketing adjustments. Followed by Q&A session.

Raising Your Game: Approaches to Accountability Process and Measurement
Abstract: Approaches to Accountability Process and Measurement. There is plenty of data, but there isn’t a clear picture of how the different media relate to one another and where synergy is occurring. Learn to share with others how marketing has changed, and why your processes and measurement systems must change to keep up Identify what you can personally do to apply process steps as early as tomorrow to boost ROI and create a better marketing organization Identify what the marketing organization can do to truly deliver an accountability process.