General Sessions Operations and Management

How to Measure Your Marketing ROI – OM13

302B RCC February 7, 2020 4:30 pm - 6:00 pm

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Thomas Kratsch

This workshop will teach attendees how to measure their marketing initiatives in terms of spend to booking revenue using Google Analytics, tracking pixels, call tracking platforms and best in class technology. The workshop will use real life examples of online and offline marketing initiatives and demonstrate how to best measure marketing initiative performance.

Learning Objectives:
1) How to use analytics tools to measure online (website, paid advertising, referral marketing) and offline (print ads, brochures, radio, etc…) marketing initiative performance.
2) Learn what industry average online conversion rates are and how to best measure your specific initiatives.
3) Learn about attribution models and how to blend call tracking conversion with online conversion to measure marketing performance.