Meeting Archive:
Increasing Your Marketing's Effectiveness Using Metrics

This webinar is now available on-demand. A link to the recording can be found to the right of this message.

To continue the discussion on Twitter, search for or add #TableauAMA.

Meeting Description:
In this webinar, Jim Lenskold will present an approach to defining and using marketing metrics to improve effectiveness and ROI.

The process starts with choosing metrics that align to business goals and provide insight into both current performance and projected outcomes, but it is equally important to have metrics that drill down and provide “diagnostic” insight to determine what actions are necessary to maintain and increase performance.

With the right metrics in place, marketing executives can proactively monitor and report key metric outcomes while also being well prepared to address gaps and act on the information.
Jim Lenskold, President, Lenskold Group

Anthony Salas, American Marketing Association
Category: Marketing_Analytics
Date: Tue, Apr 17, 2012
Time: 12:00 PM CDT
Duration: 1 hour
Host(s): American Marketing Association
 Presenter Information
Sponsored by:
Speaker Photo

Jim Lenskold,
President, Lenskold Group
Speaker Photo

James Lenskold is an international thought leader and recognized expert in measuring and improving Marketing ROI. He is President of Lenskold Group and author of Marketing ROI, The Path to Campaign, Customer and Corporate Profitability (McGraw Hill, recognized with the AMA-Berry Award as one of the five most influential marketing books of 2004). Since 1997 he has run the Lenskold Group, which offers one of the most comprehensive and innovative approaches to applying marketing ROI techniques and tools to plan, measure and optimize marketing strategies toward maximum profitability. Lenskold Group combines financial discipline and a unique blend of measurement methodologies to deliver practical solutions that establish accountability and credibility for marketing organizations.