We all know that marketing accountability is essential in today’s measurement-based, value-oriented environment. But before accurate evaluation of marketing performance can occur, there must be established benchmarks against which to evaluate it.
Princeton, NJ (PRWEB) April 8, 2010
MarketingNPV and the American Marketing Association announce the seventh installment in their webcast series featuring some of today’s leading business school professors on measuring marketing and improving the return on marketing investments. Professor John Roberts from The University of New South Wales and The London Business School will present “What’s Good? The Role of Benchmarks in Evaluating Marketing Performance” on April 15, 2010. John is an accomplished author, MSI trustee, and consultant to CEOs and Boards worldwide.
The Meeting of the Minds webcast series features marketing faculty from top business schools throughout the world sharing their experience from the boardroom and the classroom about how marketers can better demonstrate the value marketing creates for shareholders. In this installment, Professor Roberts will take a closer look at how benchmarking helps determine the overall effect of marketing performance. While we all know that marketing accountability is essential in today’s measurement-based, value-oriented environment, before one can accurately evaluate marketing performance, there must be benchmarks against which to evaluate it. In this installment, Professor Roberts will walk through the steps involved in establishing appropriate marketing benchmarks to enable realistic and insightful evaluation of performance.
This free webcast will take place on April 15, 2010. Join the thousands of marketers around the world participating in these online events focusing on marketing measurement. For more information and to register for this and other webcasts in the Meeting of the Minds series, please visit: http://marketingnpv.com/content/meeting-minds-webcast-series-measuring-improving-return-marketing-investments.
MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right marketing metrics, and forecast the economic impact of changes in marketing strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources focusing on measuring marketing, and publishes MarketingNPV Journal quarterly.