The conference is called “ROMI 2011”(all information in Norwegian) and is hosted by the Norwegian advertiser association (all information in Norwegian), which is a professional organisation for advertisers.
The title says it all; the conference is about Return on Marketing Investments. I am talking about our experiences with econometric modelling for expressing the value of marketing. We have been doing sales modelling for a couple of years at our Business School (This is how I as the CMO am using it, not an academic presentation).
I am looking for:
- Cases of using different measurements for showing marketing value
- Both good and bad experiences would be helpful
- If anyone has any experiences where one changed the marketing strategy after implementing a measurement system
If you have any experiences here, and are willing to share them and let me use it as examples in my presentation and blogpost – please let me know!