Leveraging Leading Indicators September 11, 2008

Marketing is an investment. But in a tough economy, marketers are challenged more than ever to demonstrate value with smart choices, accountability and tangible performance. Guest speaker Lynn Hunsaker will equip us with tools for measuring marketing success.

Measuring the right things can aid marketers in getting needed resources and clout. Most metrics such as revenue, profit, market share, and customer satisfaction are in fact lagging indicators -- because they measure what's already happened. Learn how to get ahead of the curve by identifying leading indicators that enable you to proactively manage your marketing programs, course-correct midstream, and predict those ever-important, allbeit lagging, overall measures of marketing success.

Lynn Hunsaker, founder of ClearAction in Sunnyvale, Calif., is a customer experience consultant, with expertise in marketing performance dashboards and incentives, process improvement, and program buy-in and execution. Her session will help differentiate symptoms and sources of program success or disaster, provide useful templates, and show us how to measure and incentivize things that are difficult to quantify.

Official Website: http://www.marketingintheknow.com/event/leveraging_leading_indicators