Year at a Glance & Calendar
Toolkit Seminars
Toolkit Seminar - Return on Marketing Investment
A Panel Discussion examining the pros and cons of various practical approaches available for Advertisers and Marketers
The Return on Marketing Investment (ROMI) concept first came to prominence in the 1990s through the work of Gary Lilien, Philip Kotler and Robert Shaw . The phrase "return on marketing investment" became more widespread in the next decade and today represents a significant element of marketing and advertising guardianship in the US and UK. Pressure is rising in Ireland to consider a range of models to help justify advertising and marketing spend, to show a return on activities as against contribution to profits.
It is often unclear exactly what this means to 'show a return' on marketing investment. Certainly, marketing spending is not an 'investment' in the usual sense of the word. There is usually no tangible asset and often not even a predictable (quantifiable) result to show for the spending, but marketers still often times need to emphasize that their activities contribute to financial health. Some might argue that marketing should be considered an expense and the focus should be on whether it is a necessary expense.
Marketers believe that many of their activities generate lasting results and therefore should be considered 'investments' in the future of the business
The Panel:
Sam Dias is a Director of Brand Science, Omnicom Media Group’s marketing effectiveness consultancy group
After completing an MSc in Mathematical Economics, Sam joined BMP DDB as a graduate trainee. He spent six years working within DDB Matrix - the econometrics and marketing analysis unit of DDB - and conducted consultancy projects for a wide range of agency clients that included: Best Foods, Heinz, Brooke Bond, Scoot, and British Gas.
Sam left BMP to become Director of Brand Economics at Brand Finance plc - a consultancy specialising in brand valuation and marketing accountability – where he worked on Barclaycard, NPower, Microsoft Networks and Shell.
In 2001, Sam co-founded Commetrix, a marketing analytics consultancy, owned by the Publicis Group. He was heavily involved in the development of ‘Publicis Holistic’, the global template for best practice in communications account planning. He also developed tools and processes for the purposes of portfolio management, channel planning and customer segmentation.
Sam's areas of expertise include econometric modelling, strategy effectiveness studies, portfolio budget setting, and forecasting. He specialises in modelling sectors and brands and has conducted award-winning work for several clients
He has written eight award-winning advertising effectiveness papers including the five star winner on Scoot.com and has made several contributions to peer reviewed marketing journals. His work on marketing risk management that was conducted in collaboration with Cranfield School of Management borrows heavily from finance theory and has helped clients to bridge the gap between the marketing and finance.
Sam joined BrandScience in 2004 as a Director.
Sam is also a keen cricketer.
Mary Lambkin is Professor of Marketing in the UCD School of Business where she teaches courses to undergraduate and postgraduate students and is involved in a range of research projects under the general heading of marketing strategy. She has written extensively on this subject in academic journals, and also writes commentaries on marketing topics of contemporary interest for professional publications. She has served as Head of the Marketing Group, as Dean of the UCD Business School and as a member of the Governing Authority of the university at various times, and also holds a number of positions in companies and professional organisations outside the university.
Alan Cox is chief executive of Core Media. Cox began his career in the advertising business in 1985. He has worked in a number of areas including production, full service account management and media. Following four years as media director with Bell Advertising (part of Ogilvy & Mather), he was appointed managing director of Ogilvy’s new media company The Network in 1997 and appointed to the European board of the company the following year. In 1999 he joined Carat Ireland where he spent seven years until his move to Core Media in September 2006.
The Panel will be moderated by Alex Gibson Presenter of The Persuaders Radio Show, Director of Dublin City FM and Senior Lecturer at DIT.
This AAI Toolkit training is open to non-members at a nominal fee of €30 and is free to AAI members. To book at place, contact AAI via info@aai.ie .
Venue: Core Media, 16 Sir John Rogerson’s Quay, Dublin 2
- Registration and refreshments from 8.15am
- Panel Discussion commences from 8.30am
- Questions and Answers session is wrapped up by 9.45am
- Event closes by 10.00am
When?
Tuesday 26th November 2013 at 8:15am - 10:00am
