Excellent ROI metrics can be used to assess both long term and short term business options. Hear from these top researchers and marketers about how ROI is wielded as a strategic management tool – to drive brand health, to better manage risk as media options swiftly evolve, and to evaluate if the big bucks spent on global marketing are worth it.
MODERATOR: Rafael Alcarez – Strategic Modeling Manager, MBI Trade & Analytical Services, Miller Brewing Company
Measuring Long-Term ROI: Brand Health Metrics as Lead Indicators of Sales
Learn how Motorola was able to quantify the impact of its varied marketing investments, assess brand health for the long term, and get senior management to understand true ROI, in an analysis that won top level support for a consistent, on-going brand strategy.
Satya Menon – VP, Marketing Science, Millward Brown
Mark Anthony Stephens – Senior Manager, Motorola Mobile Devices Business
The Risky Business of MarCom Innovation: Managing Risk by Placing Strategic Bets
How can you cope with a rapidly changing media landscape? Do you invest your marketing dollars in IPTV, location based mobile options, gaming, Second Life and whatever new comes up? Coca-Cola has put together a strategic framework that marketers can use to assess risk, build a portfolio of actions to match future scenarios, and “buy options” to prepare for the unexpected to develop. Learn about a new, successful way to plan for life’s uncertainties!
Shubu Mitra – Director, Marketing Communications Effectiveness, The Coca-Cola Company
Building the Case for Olympic Sponsorship: An Innovative Approach to ROI
Brand managers who include event sponsorship in their marketing mix often face a daunting challenge –justifying the ROI involved in the program. In looking at the opportunities surrounding the 2008 Olympics, Millward Brown created a new model for measuring ROI that expands beyond earlier analyses. Through innovative research, mixing financial models, the relative value of brands, and calculated returns generated from sponsorship investments, these authors have developed a new way to analyze ROI and meet this challenge.
Ove Haxthausen – VP, Millward Brown
Joanna Seddon – EVP, Millward Brown
