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MSI Event

Introduction

Marketing Science Institute: Marketing Metrics and Financial Performance, Boston, 6-8 Dec 2006 (Hotel Deadline 13 Nov, Registration Deadline 27 Nov)

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Marketing Science Institute

Marketing Metrics and Financial Performance
Langham Hotel
Boston, Massachusetts
December 6 – 8, 2006

Hotel Deadline: November 13, 2006
Registration Deadline: November 27, 2006

We are pleased to announce the MSI conference on Marketing Metrics and Financial Performance, to be held December 6 – 8, 2006 at the Langham Hotel in Boston, Massachusetts.

It is said that at least half of all advertising spending is ineffective, that up to 80% of new-product initiatives fail commercially, and that 85% of sales promotions lose money. Such sobering statistics invite a deeper examination of the productivity of marketing investments, especially as they impact customer attitudes and financial performance.

Newly developed marketing metrics and an abundance of good customer and marketing data provide the opportunity for improved marketing practice going forward. However, the data and the metrics do not suffice. We also need to know how the metrics relate to each other, and how marketing investments impact these metrics in different ways. This conference will explore the following issues:

  • Do increases in sales always correspond to increases in brand equity or in customer equity? If not, what are the tradeoffs between them?
  • How do customer metrics relate to business performance? To which customer metrics should CFOs and CMOs be responsive?
  • How do marketing mix models help clarify the all-important connection between marketing spending and business performance?
  • How do we integrate customer metrics, marketing ROI, and financial performance?

AGENDA AND REGISTRATION

To view the agenda and/or to register, please open the attached document or visit:

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HOTEL AND TRAVEL

Please make your hotel reservations directly with the Langham Hotel at (800)791-7761 or (617)451-1900 by November 13. To receive the group rate of $189.00, please be sure to mention "Marketing Science Institute." For your reference, below is contact information for the hotel.

Langham Hotel
250 Franklin St.
Boston, MA 02210
Tel: (800)791-7761 or (617)451-1900

Should you have any questions, please e-mail meetings@msi.org. We look forward to seeing you in December.