"Improving marketing performance" by Professor Koen Pauwels on Tuesday, September 11, 2018
Tue September 11, 2018, from 8:00 AM to 5:00 PM
This workshop will be led by Koen Pauwels, Professor of Marketing at the D’Amore-McKim School of Business in Northeastern University.

The attendance is limited to 30 participants and the registration is on a first-come, first served basis.

Coffee breaks and lunch will be provided to all registered participants. The workshop will end by 5pm at the latest.


Registrations are closed
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Event details

Workshop Description:

Improving marketing performance

With marketing budgets under fire, companies demand marketing managers to act fast based on hard facts, to drive profitable growth and cut waste at the same time. Data overload, media fragmentation and multi-channel management have all complicated the challenge for marketers to prove and improve marketing performance. To meet this call, managers need tools to measure the return on marketing investment, to communicate the relevant metrics throughout the company and to improve accountability and performance over time.

The objective of this tutorial is to enable participants to measure and evaluate the effectiveness and efficiency (ROI) of marketing expenditures, to communicate these insights effectively by means of relevant metrics and dashboards, and to initiate steps to drive marketing performance. The tutiorial will be highly interactive, based on action-oriented cases and exercises and will deliver new perspectives and tools for immediate application in your organization.

Outline (Four sessions)

Session 1
Align metrics with business strategy
Session 2
Calculate short-term Return on Marketing Investment
Session 3
Assess long-term marketing results
Session 4
Act on insights to improve performance



This workshop was made possible thanks to the generous support of Labex ECODEC


Organizer: Associate Professor of Marketing Peter EBBES