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How much budget should you ask for? How should you break it out – by brand, geography, segment? In order to best answer these questions you need an accurate understanding of the performance of your marketing investments. But what if the unknowns out weigh the hard facts? This 30-minute webcast will offer insight into the best practices in setting and allocation marketing budgets for maximum effect.

In difficult times, the marketing budget is susceptible to the budget axe. But what do you cut first? In the age of integrated marketing, how do you go about determining what is expendable when everything seems so important? Some advance preparation can help you cut smart, and set you on a path to learning, not just contracting. This webcast offers some experiential insights into where and how to look for savings when you have to "give back."

Most marketing organizations today employ hundreds (if not thousands) of campaigns and initiatives in an effort to reach their goals. But you can’t fund them all, so how do you decide which ones to fund when you have no historical precedence? This webcast looks at new approaches to optimizing the expected payback from a portfolio of marketing initiatives.

There have been many books written and conferences held on selecting the right metrics to measure the payback on your marketing. But most of the talk to-date has centered around the “traditional” metrics like market share, customer satisfaction, brand equity attributes, etc. In this 30-minute webcast, you’ll see some examples of emerging metrics beginning to show up on marketing dashboards around the world. Specifically, we’ll look at how to reflect marketing’s increasing responsibilities for “green” marketing and other corporate, social, and community responsibilities are penetrating the metric mix, as well as explore how these metrics are likely to evolve over time.