"You can't manage what you don't measure."
Measurement forces us to be clear and specific and to crisply define our terms. It is the great clarifier in a world of ambiguous and imprecise language.
Marketing often doesn't get a lot of respect and is seen as "soft," especially compared with operations, sales, finance and accounting. The language of the boardroom is quantitative and measurement-centric. Although gut, intuition, and instinct are important traits of the executive, there still needs to be some measurement to be able to describe a situation in enough detail to use those traits.
No wonder then, today’s marketing metrics have more breadth, depth and power than ever before. The key is knowing how to use them to your advantage.
Join us for this live web conference, where two leaders in the field of marketing metric research and consulting - Paul Farris and Phillip Pfeifer - will show you how to use metrics to differentiate yourself in a challenging environment. Presented by the authors of the best-seller: Marketing Metrics: 50+ Metrics Every Executive Should Master, this information will give you the metric fluency that will allow you to identify opportunities and maximize marketing ROI.
Register to learn about:
Paul W. Farris, co-author of 50+Metrics Every Executive Should Master is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Professor Farris’ research has produced award-winning articles on retail power and measurement of advertising effects. He has published many marketing articles in publications such as the Harvard Business Review, Journal of Marketing, Journal of Retailing and Marketing Science. Farris is currently working on methods for integrating and improving marketing metrics. He is author or co-author of several books, including Advertising Budgeting: A Report from the Field. Farris’ consulting clients range from Procter & Gamble to Apple and IBM. Before moving to Virginia, he taught marketing at the Harvard Business School and also has worked in product management for Unilever, Germany and account management for the LINTAS advertising agency. He is a current and past board member for several U.S and international companies.
Phillip Pfeifer, Phillip E. Pfeifer, Alumni Research Professor of Business Administration at The Darden Graduate Business School, currently specializes in interactive marketing. He has published a popular M.B.A. textbook and more than 25 referenced articles in journals such as the Journal of Interactive Marketing, Journal of Database Marketing, Decision Sciences and the Journal of Forecasting. Phillip was recognized in 2004 as the Darden School’s faculty leader in external case sales, and his teaching has won student awards and been recognized in Business Week’s Guide to the Best Business Schools. His recent clients include Circuit City, Procter & Gamble and CarMax.
Thor Johnson,
SVP Marketing of Eloqua Corporation has more than 20 years of marketing and managerial experience. Thor brings consistency and focus to Eloqua's public face and marketing programs. Prior to joining Eloqua, Thor headed the Boston and New York business units of AGENCY.COM, and held positions at Juno Online Services and Schlumberger. Thor holds a degree from Brown University and an M.B.A. from Harvard University.
5 lucky attendees will receive this book free!
With more than 50 metrics that all marketers should master, the authors have compiled an assortment of high-value measurements that can be used as a “dashboard” that provides multiple perspectives on market dynamics.
About Eloqua
Eloqua provides the leading integrated demand-generation platform
so marketing teams can produce a continuous flow of quality leads for a
professional sales force.
Eloqua accelerates the enterprise sales cycle, turning customer acquisition
into a measurable and repeatable automated process.
