The method
Pre/Post Marketing ROI
A practical way of working that connects every marketing investment to a business outcome — before the money is spent, and after the results are in.
The Accountable Marketing Cycle
01
Business strategy
Define the value marketing must create for the company.
02
Marketing organisation
Align people, processes and data around that value.
03
Pre-campaign ROI
Estimate returns and set a hurdle rate before spending.
04
Execution
Run the campaign with measurement built in.
05
Post-campaign ROI
Compare actual incremental impact against the estimate.
06
Learning loop
Reallocate budget and improve the next cycle.
What you will learn
- 1How Marketing Accountability has become so important
- 2Improve your processes with The Accountable Marketing Cycle
- 3Understand the similarities for B2C, B2B, ATL and BTL
- 4How to set your hurdle rate for Return On Marketing Investments
- 5Which Pre and Post ROI information do you need
- 6What insights can you get from estimated and actual results
- 7Create your own Pre Post ROI analysis