THE AAI INFLUENCERS: Return on investment modelling – your questions answered

The Influencers members’ only networking group is open to all marketing and advertising employees in an AAI member company and there is no charge for participating but you do need to confirm your attendance as places are limited.

The next Influencers evening will take place on 12th May 2016 at Irish Distillers Rooftop bar, Simmonscourt, Ballsbridge, where after-work drinks will be served in addition to an opportunity to meet other members.

This Influencers networking session will coincide with the launch of the AAI Members Private Q&A forum for the topic of Return on Marketing Investment. With this new forum AAI members can discretely query potential ROI methodologies, receive step by step guidance on various approaches and take the opportunity to discuss best practise with a panel of experts from UK and Ireland. A library of information for members will also remain available on the association’s members’ library.

As approaches and components for calculating Return on Marketing Investment (ROMI) can vary from one organisation to another, it’s a topic that can generate much discussion and many questions in need of an answer. To lead an informal discussion on the topic between members, three of the AAI ROI Expert Panel will present short observation proposals before we open the floor to questions and member discussion around the topic.

The Plan for the Evening:

Arrive at 5.45/6pm, or anytime thereafter. Don’t worry if you are late due to traffic – this is an informal event where members are encouraged to arrive and depart as fits their schedule.

Meet other members over a drink from the Irish Distillers bar before short topics of discussion:

• Karen Hand, Strategy & Research Consultant will discuss building a World- Class Effectiveness Culture for Irish Marketing. By drawing on behavioural economics and systems thinking, she’ll look at behaviours and mind-sets of effectiveness while proposing what collectively drives and stops us.

• Tom Harper from Annalect will outline an approach to data driven marketing decisions.

He suggests that although you may be collecting and dash-boarding many sources of internal and external data to help guide your marketing strategy, going a step further – using statistical analysis on past marketing events – can improve future return on marketing investment.

Tom proposes that some of the long standing and compelling questions in our industry can be answered by taking the time to model past activity:

- Is there any waste in my marketing or media plans?

- Which medium is most effective?

- Can a digital only campaign achieve sufficient scale?

- Which offline channel drives the most online visits?

- When has my ad reached wear out?

This section of the evening will explore one methodology to achieving these results.

• Liam Pender from Open Communications will paint a picture of the Marketing Communications Investment Environment by looking at both macro and micro trends and discussing principles and processes to manage your strategic business investment in driving Return on Investment.
  
  

7.10pm – 7.30pm Wrap up and further opportunity to talk with co-AAI members and panellists

A list of attendees will be shared in advance of the event so early booking is a must. Places are also limited for this event.