Measuring Success with Marketing Metrics


Marketing is the principal revenue producing arm of any business.  Without marketing, the existence and viability of a business is questionable.  Even though marketing plays such a central role in any business, it is one of the least understood, loosely carried out, and among the least measured functions in most organisations.  Marketing expenses (including sales force expenses and salaries) range from 15 to 30 percent or more of working budgets in a wide range of companies. 

With changes in the world economic climate, have also come changes as to how decisions are made and how budgets are assigned in companies.  Marketing Managers are compelled to gather and analyse primary market data, and they are under constant pressure to measure the factors that drive profits for their companies.  As marketers are forced to work in a resource constrained environment, the necessary analytical skills to optimise marketing productivity are imperative. These skills allow marketers to effectively compete for marketing investments within the organisation and optimise their resources across increasingly fragmented segments and media.

This 2-day workshop provides marketers with the information to build metrics to measure and increase their return on marketing investment (ROI), and will combine various metrics, analytical tools and techniques.

Learning Objectives

Learning objectives of this 2-day workshop include:

  • Aligning the scope of your marketing metrics with the organisation’s information needs.
  • Identifying the right metrics to identify opportunities and threats and forecast performance.
  • Integrating analytics and metrics.
  • Overcoming gaps in data or missing information.
  • Developing robust processes to support marketing resource allocation and performance management.
  • Selecting the right deployment technology to create an engaging interface and easy-to-maintain operation.
  • Designing the user experience for simplicity and richness of learning.
  • Developing a marketing measurement plan to ensure the metrics evolve to meet the ever-changing needs of the business.

Programme Outline

Topics to be covered include:

  • Marketing Metrics
  • Marketing Alignment and Measurement
  • What are Metrics and how to Measure them.
  • Data Analysis, Knowledge Gaps and Models
  • Adoption of Metrics to specific Business and Successful Implementation
  • Lifetime value of customers
  • Building the Plan for the Business

Target Group

This workshop is designed for Marketers both business to consumers (B2C) and business to business (B2B) with responsibilities for designing and building new metrics or executing against specific marketing metrics.


This workshop involves brief lectures followed by a series of exercises and worksheets.  Participants are required to come with laptops and calculators.

Facilitator's Bio-Sketch: Professor Mandeep Singh

Professor Mandeep Singh has over 30 years of experience teaching and conducting research in USA, Europe, Middle East and India.  He designed and taught several courses to Graduate and Undergraduate students in universities.  He also designed and conducted several workshops for professionals in Midwestern USA in marketing areas.  His research interests center on the areas of Marketing and Technology, Marketing Strategy, Marketing Analytics.  Professor Singh is Professor of Marketing at Western Illinois University, IL, USA

Facilitator's Bio-Sketch: Dr. Raghava Gundala

Dr. Raghava Gundala has over 20 years of experience teaching in the USA, Middle East, the Caribbean, Europe and India. He has taught and designed many programmes to the Undergraduate and Postgraduate students in higher education as well as programs in Professional Development. His research interests center on the areas of International Marketing, Branding, Consumer Behavior, and New Product Development Marketing in the Developing Economies.  Dr. Gundala is Associate Professor of Marketing at the University of Wisconsin-Stout, WI, USA.


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Days
Cost TT $4,000.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Tamara Edwards ext. 157
Renuka Singh ext. 186



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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