Carlson School of Management Institute for Research in Marketing - University of Minnesota: On Metrics - From ROI to Innovation May 20, 2008

Institute for Research in Marketing:

According to a recent study of Chief Marketing Officers, their number one challenge - above all others - is proving the value of marketing to others within their own firms. How do successful marketers address the metrics challenge? Which metrics work and which don't?

Carlson on Metrics, hosted by the Institute for Research in Marketing, will bring together top business and academic leaders from around the country to discuss the latest in thinking and practice on marketing metrics. You'll learn more about:

* marketing performance dashboards
* metrics of new media
* valuing customer networks
* designing and implementing long-term metrics of marketing effectiveness
* budgeting and allocating resources across corporate and brand advertising
* optimizing distribution channel expenditures.

Carlson on Metrics will begin with a reception from 6-7:30pm on Wednesday, May 21, and will continue with conference sessions from 7:30am-7:30pm on Thursday, May 22, and from 8am-4:30pm on Friday, May 23. Currently scheduled talks* include:

* "Customer Value in a Networked Society," Sunil Gupta, Harvard Business School
* "Leveraging Loyalty Card Data to Measure ROI," Adrian Sosa, CVS Pharmacy
* "What is the Long-Term Impact of Marketing Spending?" Dominique M. Hanssens, Anderson School of Management, UCLA
* "Toward Multi-Channel Marketing Optimization," Cesar Brea, Marketspace
* "Budgeting and Allocation Across Corporate and Brand Advertising," Prasad Naik, University of California - Davis
* "Marketing Effectiveness: It's More than Just ROI," Gordon Wyner, Millward Brown, Inc.
* "Measuring Tasks and Compensating Channel Partners: Guidelines and Consequences," George John, Carlson School of Management, University of Minnesota.

Executives involved in the strategic design and implementation of marketing activities should not miss out on this event. Registration materials are forthcoming - save the date!



What: Carlson on Metrics

When: May 21-23, 2008

Where: Carlson School of Management, University of Minnesota (321 Nineteenth Avenue South, Minneapolis, Minn. 55455-0438)

Cost: $1195, open to the public. Academic registrants, $500. Ph.D. students, $250. University of Minnesota faculty and Ph.D. students, please contact [email protected]

Official Website: http://carlsonschool.umn.edu/Page8182.aspx