432 Park Avenue South - 6th Floor
(Park Between 29 & 30)
New York 10016
Thursday, November 15, 2012
ARF Office: 432 Park Ave. South (b/t 29th & 30th), NYC
ROISM: Measuring Return on Investment for Social Media
Marketers are facing increased pressure to demonstrate how marketing expenditures add to shareholder value, especially with the advent of digital media. This session will provide a framework for assessing marketing productivity along with methods and models for measuring return on marketing investment with a special emphasis on social media. These models relate marketing expenditures and other drivers to effects on performance measures like sales and market share.
This class will draw on analytic marketing techniques to demonstrate approaches for setting optimal marketing budgets and allocating marketing resources. Datasets for sales, trade promotion, media spending, and other drivers will be employed in the estimation of regression-based statistical models to demonstrate these methods.