We had a really great event on Marketing ROI the other week that I forgot to post on earlier but better late than never…..
We had Jim Lenskold from the Lenskold Group keynote and a talented group on our panel that included Seth Berman, Director of Strategy and Operations for Blue Shield of California (a great client of ours) and Laura Van Galen the CEO of Bleu Marketing Solutions. I had the opportunity to moderate this great panel and took the opportunity to get as much audience input as we could take to cover a wide range of issues related to Marketing ROI, from where to start, to the culture needed to support ROI improvements etc…
I think the bottom line is marketing ROI is necessary but often painful for organizations to deal with because it requires discipline and analysis and it is so easy to do what’s been done before because it is safe and accepted. Marketing ROI is a bit like diet and exercise, you know you will be leaner, fitter and better of for it but its just so hard to do…. so what’s the answer?
Don’t think about it and just start building it into your own culture, every activity that you engage in as a marketer ask yourself 3 questions:
1. Why am I doing this?
2. Can I measure it? (if unsure have other people measured it?)
3. Is it providing a positive return given the time effort and money expended on it?
Here are some photos from the event……