Honora Shaughnessy—Director of Alumni Relations
McGill University—Montreal, Quebec
Canada
Conferences & Training

Measurement Matters: Tracking the Productivity of Your Marketing Effort

March 14, 2013
Online
2 - 3 :15 p.m. Eastern



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Marketing efforts on most campuses are growing in size and sophistication. Institutional expectations are rising, making our ability to provide metrics around productivity critical. We are charged with answering the vital mix of questions: "What's working?" and "What's not working?" in order to continually improve the effectiveness of our marketing program.

This webinar looks at a wide variety of metrics that marketing departments can track regularly in order to describe the return on marketing investment. After all, you can't manage what you don't measure.

 

Speaker

Elizabeth ScarboroughElizabeth Scarborough
CEO and Partner
SimpsonScarborough

In addition to clocking more cell-phone hours in airports and rental cars than George Clooney in Up in the Air, Elizabeth Scarborough is a nationally recognized expert in the use of research to drive marketing and branding efforts. With 18 years of experience conducting market research studies, she is an industry leader in providing strategic solutions to colleges and universities.

Her area of specialty is market research and brand strategy. She is an expert in survey instrument design, sampling plan development, data analysis, and the compilation and presentation of marketing intelligence.

Scarborough chaired the American Marketing Association's Symposium for the Marketing of Higher Education from 2007-2011. She has presented more than 200 workshops and papers at a veritable alphabet soup of higher education-related conferences and symposia, including NACAC, NAGAP, AMA, AGB, NAICU, AACRAO, ASBAP, PCACAC, SACAC, and NYSACAC.


Who Should Attend
  • Senior leadership interested in supporting marketing and communication efforts
  • Marketing and communications directors and their teams
  • Administrators involved in monitoring marketing productivity

Benefits of Attending
  • Learn new ways of critically looking at your marketing effectiveness.
  • Obtain a metrics dashboard template.
  • Explore ways to track tactical marketing productivity and strategic ROI.
  • Discover how to analyze and demonstrate the impact of marketing investments.

Registration

$195 members (US); $325 nonmembers (US)

Can't attend at the scheduled time?
You can watch this seminar any time on your computer when you purchase a recording of the event, available through the CASE Store. Pre-order a recording of this seminar today.