Making Brand & Marketing Metrics Make Sense

Visiting the UK for the IDM this May is Professor Don Schultz, America’s foremost authority on brand equity measurement. Throughout this unique master class - which is exclusive to the IDM - Professor Schultz will demonstrate how to unscramble the clutter and confusion surrounding brand and marketing measurement, giving delegates a clear picture of how to demonstrate the effectiveness of their marketing efforts.

Master Class Overview

Probably the greatest challenge companies face today lies in deciding how to define and determine brand equity. Brand equity for many marketers has traditionally been defined through customer attitudes, meanings and values. The premise is that shifts in customer attitudes will lead to shifts in customers’ behaviour. So awareness and perceptions are what get measured.

But more recently a different view of brand equity has emerged. Coming from finance, the effort has been to place a financial value on what is essentially an intangible asset. In this view brand equity is the value of the brand to its owners. So the unit of measurement becomes pounds, euros or dollars.

Is there a way in which two such apparently conflicting views can be reconciled?

To find out – and to resolve all your outstanding marketing metrics problems – book your place on this important master class. Full programme details are listed below:

Who should attend?

Given the subject matter there is a strong case for inviting colleagues from different disciplines to join Don’s master class. Clearly the subject is of interest to finance and procurement people as well as marketing, commercial and managing directors.

What will you learn?

At the end of the day, you will all have a clear, concise view of marketing metrics and brand measurement. You will be able to evaluate the systems you are presently using and decide what changes you want to make. For colleagues who are less familiar with marketing measurement and metrics, the day will provide a roadmap of alternatives and methodologies.

Restricted attendance

To give Don time to deal with specific problems raised by participants, we must set a limit on attendance and have decided to accept no more bookings once 32 places have been taken.

Master Class Programme

Introductions, agenda, goals for the day

What’s driving the demand for marketing and brand measurement?

Confusion in brand and marketing metrics and measurement

Pathway 1 - The attitudinal path

• Marketing, branding and attitudinal models
• Impact of the hierarchy of effects concept
• Consumer brand equity – fact and fiction
• Brand tracking models – which star to follow
• Customer satisfaction and other external measures
• Can we connect the dots?

Pathway 2 - The short-term incremental sales path

• What are short-term returns and how short are they?
• Estimating historical returns with marketing mix modelling
• From ROI to ROCI – only customers count
• Forecasting future revenues and probability models
• Can we connect behaviours and attitudes?

The ROCI spreadsheet

• Determining customer value segments
• Estimating impact of ‘no marketing’
• What happens if we increase our spend?
• Estimating future returns and ROI

Case study: understanding what drives short-term returns

Pathway 3 – Determining the financial value of a brand

• Trademarks, brands, branded businesses and brand enterprises
• Valuation methodologies or hocus pocus?
• The alternatives: economic value or royalty relief?
• The brand valuation model
• Building brand scorecards to track value over time

Case study: estimating current and future brand value

Putting it all together: where do we go from here?

Professor Don E. Schultz

Professor Emeritus-in-Service of Integrated Marketing Communications at the Medill School of Journalism, Don Schultz, is also President of the consulting firm, Agora, Inc. in Evanston, Illinois. He is a Visiting Professor at Cranfield School of Management, Adjunct Professor at Queensland University of Technology and Visiting Professor, Tsinghua University, Beijing.

The father of Integrated Marketing Communications, Don Schultz is also a brand valuation strategist. Brand valuation considers the price a corporate brand could bring on the open market. In fact he is concerned with measuring the value of all marketing communications, taking measurement beyond short term ROI and even lifetime value calculations.

Don swapped his successful advertising career for academia in 1974, gaining his doctorate with a dissertation on advertising response functions. At the Medill School of Journalism, Don wrote the first curriculum for Integrated Marketing Communications in 1988.

Today Don is an advisor and director of companies around the world. The author/co-author of 13 books, his latest is called Brand Babble: Sense and Nonsense about Brands and Branding.