New Marketing ROI

Make your message more effective

• Find out how marketing should ensure appropriate messaging
• Learn more about how we should be focusing on clinical benefit today to become more effective
• Understand how to balance product and customer centricity

Ian Talmage
VP Marketing
Bayer HealthCare

What’s the most effective way to measure ROI and gain a competitive advantage?

• Understand the exact benefit of measuring ROI and how much you could save if you adopt a more effective tool
• Find out the 4 elements of ROI for a of sustainable competitive advantage
• Discover how to build predictive models and use them effectively to
  improve marketing results
• Find out why 30% of promotional expenditure is wasted and how you can use this knowledge to increase ROI
• Learn experience-based best practice in measuring and predicting
  marketing ROI

Graham Leask
Lecturer
Aston University

Integrated multi-channel marketing that maximise your reach

• Learn how to use a multi-channel strategy to effectively reach your audience and position your product in the market.
• Using customer information to improve the effectiveness of your multi-channel strategies
• Discover how to improve your campaigns effectiveness by linking customer interactions
• Integrate multiple channels and tools to get the best from your
  campaign and target audience

Kai Gait
Multi-Channel Marketing Manager
Eli Schering Plough

Discover how multi-channel promotion response analytics (PRA) can be used to measure ROI in a changing European environment

• Find out which promotional channels work on a product by product basis
• Learn how PRA can improve budget decisions around promotional spends
• Understand how to measure the sensitivity of products to certain promotional channels over time

Hans Nagl
Head, Global Business Insights
Shire

Market insight: How firms create value from market data

• Discover how effective firms “scan” their market environment
• Find out what market insight is and how it differs from information and knowledge
• Learn how you can transform data into market insight
• Understand how you can act on market insight to create customer value and competitive advantage

Brian Smith
Visiting Research Fellow
Open University Business School

How to use an ROI-driven approach to better target your marketing investments

• How to establish a framework for decision support
• Find out how to better optimise budgets throughout the organisation supporting decisions across channels, products and affiliates
• Incorporate a proactive approach to measuring ROI: Impact mapping and designing activities for best possible effect
• Analytical techniques to help assess ROI

Alan Kalton

Vice President & General Manager

Cognizant