April 16, 2009

New ANA Webinar Series Helps Marketers Do More With Less

Princeton, NJ – April 16, 2009 – MarketingNPV in partnership with the ANA (Association of National Advertisers), announced today a new series of training webinars designed to help the nation’s biggest marketers develop more effective marketing measurement frameworks to meet the unprecedented fiscal challenges facing businesses today.

The topics for the webcast series are:

• Managing the Risks of Doing More With Less (April 30)
• Marketing Metrics That Grab the CFO’s Attention (May 14)
• The Case for Branding in the Boardroom (May 26)

Each webcast will use case studies and examples to demonstrate the most effective ways of measuring marketing effectiveness, efficiency, and overall ROI.

There is also a corresponding blog as part of the ANA School of Marketing called Marketing Accountability Blog which offers fresh and innovative ideas on how to succeed in this “do more with less” environment. Bloggers include marketing measurement experts, Pat LaPointe, Managing Partner, MarketingNPV; Jonathan Knowles, Founder/CEO, Type 2 Consulting; Jim Sterne, President of Web Analytics Association and Target Marketing and Don Sexton, Professor, Columbia University and Founder of The Arrow Group, Ltd. Others will be announced shortly.

“Many of the biggest marketing organizations in the world regularly tell us they need to continue to improve their ability to forecast and measure the financial impact of their marketing programs, “ says Michael Palmer, executive vice president of the ANA. “This training series will address some of the most common questions we get in an interactive forum with opportunities to drill down even further when and where the marketer needs.”

“This series of practical training webinars will provide new tools and techniques to help marketing meet the challenges of today, and continue its evolution toward becoming the growth champion in the future,” says Pat LaPointe, Managing Partner of MarketingNPV. “This series will help ANA member companies develop stronger marketing measurement foundations for successful programs and proposals to break through corporate politics and management gridlock to make smarter decisions.”

MarketingNPV is a marketing measurement specialty firm that helps marketers do more with less and find growth levers by linking marketing expenditures to financial value creation. Using processes and tools tuned to measuring marketing effectiveness and the payback on marketing investments, they define the right marketing metrics, forecast the economic impact of changes in strategy or tactics, and build stronger business cases for marketers. MarketingNPV also maintains the world's largest online archive of articles and resources about marketing measurement, and publishes MarketingNPV Journal quarterly.