Marketing Measurement

I’m packing to leave for Hong Kong in about half an hour – looking forward to some of the discussions that will ensue around Strategy, Leadership and Innovation next week, then off to Sydney for the Cognitive Edge Foundations course. For the UK-based, however, I’ve just had details of a talk I’m giving with a colleague on my return. Details below:

Measuring marketing activities and expenditure is one of the hot topics in marketing. That is why the Cranfield Marketing Club together with the Cranfield School of Management Alumni organises an event where we will discuss this issue. You don’t need to be member of the club to come to the event.

Please find more info and the registration for our Cranfield Marketing Club event about “Measuring Marketing” here:

http://www.cmaworld.org/Public/Event.aspx?Id=595

Date: Tuesday 9th October
Time: 18.30 – 20.30 (+ after-work drinks in a nearby pub)
Venue: Royal Society, 6-9 Carlton House Terrace London SW1Y 5AG

Agenda (Find talk abstracts and speaker bios at bottom of email):

18:30 – Arrival & networking activities

19:00 – Welcome & Introduction (Manfred Bortenschlager/Paul Baines)

19:10 – Meaning in numbers: a narrative approach to marketing measurement (Claire Spencer and Tony Quinlan)

19:50 – Measuring Marketing Effectiveness for Success (Paul Lee)

20:20 – Q&A

20:30 – Close and informal drinks in nearby pub for those who want to continue the conversation

Abstract: “Meaning in numbers: a narrative approach to marketing measurement”

Collecting stories around customers’ experiences of a brand offers a real alternative to traditional market research. Seeing how customers’ lives are affected by a brand offering can illuminate opportunities to enhance the brand or resolve underlying issues before they become problematic. For many of us in research, we have an innate – and appropriate – skepticism around “anecdotal evidence” but this latest approach supercedes that to provide real, actionable data based on fast analysis of thousands of narratives. This then helps marketers to better assess the ‘keep doing’, ‘stop doing’ and ‘start doing’ for their marketing communication.

Abstract: “Measuring Marketing Effectiveness for Success”

The evolution of buyer behaviour now requires marketers to think and act differently to effectively influence the different stages of the sales funnel (for engagement and revenue creation).

Speaker Bios

Claire Spencer, FCIPR Visiting Fellow, Marketing, Cranfield University

Claire is Chief Executive and founder of i to i research, a research consultancy specialising in insights and measurement around how people interact with brand communications. Previous to this, Claire worked in advertising and ran her own Public Relations consultancy. Over her 25 year career, Claire has been involved in some of the most high profile communication campaigns including the privatisation of British Telecom and London’s bid to hold the 2012 Olympics.

Tony Quinlan

Tony is Chief Storyteller and founder of Narrate, a unique organisation that has been developing tools for working with narrative since its formation in 2000. Tony himself has 25 years experience in communications, having started in the Press Office of the Internatiaonal Stock Exchange just weeks before the 1987 crash. Since then, he’s driven public relations for Hewlett-Packard, IBM, UNICEF and many others, both as in-house client and external consultant. He has been a regular speaker on aspects of communications, chairing conferences and giving keynotes for many years. Until recently, he was also a leading member of The Medinge Group, an international branding thinktank.

Paul Lee

Paul Lee is Regional Sales Director for Eloqua, the leader in marketing automation and revenue performance management technology. Paul’s 20-year sales career has been spent within the high tech, media & publishing industries. Today he supports customers with improving demand generation, sales & marketing alignment, enhancing marketing effectiveness and efficiencies alongside Eloqua best practice methodologies.