This session will be facilitated by Andrew Hatcher on his book "Metrics" This Guide takes a wide ranging look at the world of marketing measurement including what role those measurements play, how to make them effective and how they can be used to drive subsequent commercial decision-making. It starts by considering the role of marketing. It then looks in detail at the key areas of marketing metrics. It also looks at different measurement techniques in different contexts. It then looks in detail at measures of marketing performance and of marketing activities. Finally, it considers sources of data for metrics, how metrics can impact on each other and the tools available for marketing insight and strategic decision-making.
Andrew Hatcher has 20 years experience of identifying, developing and managing new and innovation projects within corporate and startups. At Reuters he created a management system to uncover, unleash and manage innovation internationally throughout the business. His career at Reuters culminated in a role as CEO of an Asian-based Internet trading corporate spin-out in Singapore which he took through initial VC funding and on to a trade sale. He co-authored ‘Inventuring – Why big companies must think small’ (McGraw Hill, Mar 2003). He has been involved with a number of companies including as founder at The Working Knowledge Group (www.twkg.net), Investing for Good (www.investingforgood.co.uk), Interstate Associates (www.interstateteam.com) and Cambridge Marketing Colleges.
Fees: Attendance costs just £15 per session (exc. VAT) and includes a free copy of the book under discussion. Places are limited and allocated on a first come first serve basis.
