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"Marketing Metrics" Better Than Coffee at Breakfast
Coffee is not the only way to get a jump-starting buzz in the morning. Wharton got marketing managers going with a special program delivered by Marketing Professor David Reibstein.
Tapping into an audience of marketing managers who are trying to stretch their day at both ends, Wharton Executive Education offered "Marketing Metrics with Financial Muscle" in San Francisco (Nov. 18) and New York (Nov. 20). Reibstein offered insights on measuring the value of marketing initiatives to packed sessions on the East and West Coasts.
To audiences of results-driven marketers, Reibstein detailed how traditional benchmarks like customer preference and satisfaction can be linked to an organization's financial outcomes. Chief marketing officers as well as product and brand managers left with strategies to justify expenditures and demonstrate returns in the long- and short-term.
"The relevance of Dr. Reibstein's presentation was that he brought to my attention a variety of ways to measure the effectiveness of marketing programs in straightforward financial terms. This really hit the nail on the head for a company like mine, where profitability is key," said Dennis Shak, WG'86, from WebEx Communications, a Bay Area Internet services company. "How many resources we put into our efforts to prioritize, acquire and retain customers is so dependent on how we calculate expected customer value."
This on-the-road offering, featuring the expertise of Reibstein, is one of Executive Education's value-driven programs focused on knowledge tools for executives to meet their critical challenges. The presentations provided just the buzz needed to start the working day and sent attendees off to their companies energized with new ideas for fine-tuning their marketing metrics.
For more information, visit:
> Marketing Metrics
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