CONTINENTAL BREAKFAST

SESSION 1:  Why ROMI is the Marketing Imperative for the 2000s - Research from Accenture shows that 68% of marketers are inhibited by an inability to measure marketing campaign ROI

• Marketing ROI, your organization and your career
• A framework to understanding Marketing ROI
• Off-line WOM & Observation
• The Marketing ROI Continuum and your organization
• The Marketing ROI Culture
• INTERACTIVE EXERCISE: The Marketing Mix

Mix Modelers

SESSION 2:  Marketing Mix Modeling (MMM) - Using the 4-P's (Product, Price, Place and Promotion) to your advantage

• Introduction to MMM
• How MMM works to increase revenue
• INTERACTIVE EXERCISE: More of the Marketing Mix
• How to use MMM for your company
• Building MMMs to optimize campaigns

Consumer Analyzers

SESSION 3:  Segmentation – It’s all about getting to know your customers

• Choice analysis
• Conjoint analysis
• Utility functions
• Discrete Choice Analysis (DCA)

SESSION 4:  System Dynamics - Understand how to develop effective models even in the face of incomplete data

• Introduction to System Dynamics
• Case study – Online advertising, off-line sales

SESSION 5:  Modeling Consumer Behavior to Improve Marketing Results - Understand how consumers responde to competitive actions across the category to drive strategic impact

• Introduction to Agent-Based Modeling (ABM)
• Anatomy of an ABM project
• Case Study: Consumer products

SESSION 6:  Getting Started with Marketing ROI

• How to determine what’s right for you
• A five-step process to incorporating Marketing ROI into your business

SESSION 7:  Workshop Review

• General discussion
• What will you do differently tomorrow?

CLOSING