Top Story


Home >> Media - Others >> Article

Maximising Marketing ROI: Jim Lenskold the guru on the subject gives his mantra

Font Size   16
Maximising Marketing ROI: Jim Lenskold the guru on the subject gives his mantra

Jim Lenskold, the author of one of the top five most influential books on marketing, ‘Marketing ROI’, was at the Capital recently, where he spoke on ‘Maximising Marketing ROI’. The agenda was to give an overview of marketing ROI, calculating and analysing ROI of marketing, measurement and guiding strategy and budget allocation decisions.

The seminar discussed how to get the maximum from the earmarked marketing budgets, thereby delivering favourable results. Lenskold said, “The challenges in ROI based marketing are the pressure to demonstrate clear financial outcomes, CMOs need to bring in greater insights, the lack of consistency, and relevance in measurements and the gap in credibility and respect for marketing.”

The seminar aimed at tackling the much-debated issue of Return on Marketing Investment, which most organisations seem to be battling with. It also tried to zero upon the right methodology to evaluate the same.

While giving an overview to Marketing ROI, Lenskold touched upon various topics, including understanding the ROI framework, what’s missing with traditional marketing metrics and the key challenges and opportunities.

The seminar also discusses ways to calculate and analyse ROI of Marketing, where he elaborated upon accurately defining investments and returns, creating alignment and integration with the sales and marketing ‘funnel’ and applying advanced ROI analysis to maximise profitability.

For measuring marketing impact, the seminar did a review of measurement methodologies available, defined measurement objectives and also discussed ways to integrate multiple methodologies. The seminar delved upon various ways how ROI techniques could be put into practice.

Jim Lenskold is an international speaker and well-known marketing expert. He is also the President of the Lenskold Group.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular