Marketing is poorly measured; you can help change that
MILE Webinar Management System MILE Webinar Management System
Date:
Wednesday, July 12th, 2017
Time:
3:00 PM KSA / 12:00 PM GMT
Speaker:
Prof. Neil Bendle

Description Profile You Will Learn

In this webinar Neil Bendle will outline challenges with measuring marketing, and how marketers abuse metrics. Neil will outline examples of the poor use of metrics such as the confusion over customer lifetime value (CLV) and incorrect interpretations of the value of a social media like. He will offer a way --- the WAITA model --- to decide what marketing metrics to use.

Neil will discuss how marketing is accounted for, noting that financial accounting typically does a poor job of recording the assets that marketing activities build. Most marketing investments, such as brand building advertising and spending on developing customer relationships, are immediately expensed. This treats marketing as an expense, rather than an investment. The logical consequence of this is under investment in marketing. Neil will show that the attitude that marketing is an expense permeates through to the managerial reporting, further weakening marketing's influence.

After outlining MASB's work to improve the measurement of marketing performance and influence external reporting Neil will outline what managers can do today to improve how marketing is measured in internal reports.

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