Between Zero and Priceless: How the Industry Is Tracking and Measuring ROI

When it comes to marketing and proposal efforts, you can't win every hand. But how do you know what you have in your hand? Measuring ROI remains a conundrum in our industry, but some of our peers are making strides by looking at metrics beyond the “bottom line," or proposal “hit rates" and Facebook “likes." This session is based on an SMPS survey conducted July 17-July 31, 2013, where A/E/C marketers shared ways they're making headway to unravel the mystery of ROI. Learn how peers approach the ROI measurement problem in three different marketing areas: 1) Proposals, or specific client pursuits; 2) Marketing awareness and publicity including press releases, advertisements, emailers, newsletters, and more; 3) Marketing events including conferences, office openings, ribbon cuttings and more. This interactive workshop that will enable participants to: think about what ROI metrics would be critical based upon their own firm's marketing strategies; learn how to quantify qualitative marketing outcomes; identify processes and tools needed to track and analyze those metrics; and, have more confidence to institute marketing ROI programs in their own firm. (1.25 SMPS CEUs/1.25 AIA LUs)

Learning Objectives:

• Understand the importance and challenges of measuring ROI
• Learn industry best practices as identified through the results of the July 2013 SMPS survey on measuring marketing ROI.
• Identify what metrics are critical for their own firm's marketing strategies and determine what tools and processes they need to implement a ROI tracking program at their firm.