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Driving Marketing Results: Key Metrics Every Marketer Should Know

As budgets continue to shrink, marketers are increasingly being held accountable for demonstrating results. The secret to navigating this challenge: effectively using marketing data to your advantage!

Description:  We live in a demanding, results-driven, cost-cutting environment.  As budgets continue to shrink, marketing is particularly vulnerable if ROI is not tied diretly to marketing activities.  Today, marketers are increasingly being held accountable for demonstrating results with fewer resources, less time to show return and increasing competitive pressures.

Meet marketing analytics experts who rely on data-driven metrics to gain valuable insights that help them successfully manage their brands.  Specific topics to be covered include, but are not limited to:

  • Search Engine Marketing Metrics: Understand more about how to measure cost per order, cost per action, return on advertising spend and return on investment.
  • Customized Messaging Metrics: Learn how to use targeted, personalized messaging that can lead to incremental sales increases.
  • Content-driven Metrics: Hear how to optimize the digital experiences of your customers and prospects through targeted content, and how content decisions impact consumer behavior.

In an era where numbers tell a valuable story, marketers who don't make data-driven decisions are leaving themselves to be extremely vulnerable. Why be exposed? Show results with your marketing plasn! Take this opportunity to gain valuable, actionable insights that will help to prove the value of every one of your marketing campaigns.

PANELISTS:   John Dragoon, CMO, Houghton Mifflin

                       Eric Bosco, COO, ChoiceStream

                       Andrew Colberg, VP, Digitas

MODERATOR:  Justin Steinman, Sloan '04, VP & GM for Clinical Business Solutions & Performance Solutions, GE Healthcare

Weather update:  We will be holding this program as planned.  We look forward to seeing you tonight!   


Date: Wednesday, November 7

Time:  6:00 - 7:00 PM networking & hors d'oeuvres, 7:00 - 8:00 PM program 

Place: E62-233

Price: Free for SACB Alumni Members
$45 General Registration

This program is sponsored by the MIT Sloan Alumni Club of Boston and the American Marketing Association (AMA) - Boston

Boston Skyline Panorama courtesy Nietnagel © 2010
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