**Delegates from Singapore companies can now pay as low as 1/3 of the course fees under the Productivity

and Innovation Credit (PIC) Scheme!!** Please refer to terms and conditions below.

Course Facilitator:

Measuring and Managing Your Marketing Effectiveness

Linking Marketing Strategy and Performance to Your Marketing Success
6th & 7th September 2012 JW Marriott Hotel, Kuala Lumpur, Malaysia

Delegates are required to bring along their calculators during the course

Successful Results Achieved by Major Organizations After Implementing John and His Companys Strategies:
John Barrett President and Founder Priority Metrics Group (PMG)
Author of the following: B2B Customer Insight: The Proven Path to Growth (to be published)
Actions Results Summary

FREE TAKEAWAY!! B2B Customer Insight: The Proven Path to Growth (authored by John Barrett) Benets that the delegates will gain from the book include: - Reveal how customer insight surveys tailored to B2B relationships generate signicant strategic data - Enables company management to expand their market share in the existing markets as well as successfully penetrate new ones - Lead to increased long term prots and sustainable growth through regular implementation of survey - Able to utilize the tested and proven customer insight methodology - Provide practical and impactful solutions to your business dilemmas - Provides very useful and practical information on how to implement and interpret customer metrics

Developed a targeted lead A quantied determination of The client was able to generation process for a market size in selected metro expand their business in Fortune 500 company to areas targeted for expansion selected geographic areas identify and qualify potential Specic business leads qualied The process in other metro new businesses and to gather by client driven criteria areas replicated as the client baseline market data on A lead reporting process that fed was prepared to follow up specic metro markets live leads directly to clients sales on generated leads representatives Designed a research for A detailed understanding of The project resulted in the a manufacturer company buying behavior, particularly creation of a new brand initiative to investigate purchase decision making, in name for a product line the perceptions held by each of the three tiers of the targeted at the middle tier, contractors and distributors market the acquisition of the high operating in each of the three Competitive position in each tier, end market leader and the tiers. with a particular focus on the development of a channel upper tier strategy to ensure distributor A complete prole of the market support for the new product opportunity for the client in the line and brand high end of the market Helped a world leading Conrmation that the company is Aggressive product company to design and perceived by customers to be well development and implemented a survey for its ahead of competitors on virtually innovation activities were all attributes of performance customers; Develop action continued and strategies plans in response to the Identication of key areas developed targeting at risk survey ndings and begin for improvement, including accounts implementation developing innovative solutions and improving the effectiveness of new product development Discovered and evidence that the business has 25% of current customers are vulnerable

Ofcial Hotel:

Proudly Organised by:

Capitalize on the expert knowledge to gain maximum value on these vital issues:
RECOGNIZE marketing strategy and how metrics integrate with and drive strategy execution DEVELOP metrics that measure and support organizational alignment CALCULATE and use the key metrics on Customer and Product, Sales and Distribution, Pricing and Protability and Advertising and Promotion to ensure your marketing effectiveness and efciency ENHANCE understanding of the conceptual basis for each marketing metric, its data composition and how to interpret and use it INTERPRET two important tools for the implementation of marketing metrics which are the House of Quality and Scorecard or Dashboard LEARN how to measure, analyze and benet from customer insight INTEGRATE marketing strategy and metrics effectively and efciently ACHIEVE a broader and deeper understanding of marketing and its role in the organization
UNI training courses are thoroughly researched and carefully structured to provide practical and exclusive training applicable to your organisation. Benets include: Thorough and customised programmes to address current market concerns Illustrations of real life case studies Comprehensive course documentation Strictly limited numbers

Productivity and Innovation Credit (PIC) Scheme

All businesses in Singapore can enjoy up to 400% tax deduction for external trainings* provided by UNI Strategic Pte Ltd for up to a total of $ 800,000 (for year 2011 and 2012 combined) and after which 100% deduction for the balance expenditure exceeding the cap of $800,000. You can enjoy up to 68% of tax savings from attending our trainings which means you only need to pay 1/3 of the course fees Alternatively, businesses can opt for a non-taxable cash payout option of 30% of up to $200,000 (year 2011 and 2012 combined) meaning up to a maximum of $60,000
* * * This includes both trainings in Singapore and overseas Both local and foreign employees are eligible Course fees only

Agenda
WORKSHOP OVERVIEW
Marketing is often viewed or understood as a qualitative, emotional discipline and the results of which cannot be measured. This is in contrast to virtually every other discipline in the organization such as manufacturing, nance, human resources, distribution and others that are driven by performance measurement. This course refutes that stereotype and provides delegates with clear and actionable information to develop and implement sound and proven marketing metrics. Metrics are driven by an organizations strategy and are closely linked to tactics and desired results. Delegates will come away from this 2-day, intensive course with a clear understanding of how metrics can be the key to a successful and effective marketing strategy. Delegates will also understand the concept of alignment and how metrics create and maintain organizational alignment resulting in an organization that is purpose driven and effective.

DAY 1 | 6th September 2012

REVIEWING THE BACKGROUND OF MARKETING METRICS MANAGEMENT AND HOW IT IS IMPORTANT Dene marketing metrics Identify how metrics are developed Understand the importance of marketing metrics to organizations overall performance Determine the persons to be responsible for developing, applying and managing the marketing metrics Evaluate the risk of implementing incorrect marketing metrics and the consequences Case study: Discussion on different marketing metrics existing in the market DEVELOPING AND IMPLEMENTING EFFECTIVE MARKETING STRATEGY TO MEET THE ORGANIZATIONS ALIGNMENT Interpret the characteristics of an effective marketing strategy Implementing effective marketing strategy to enhance marketing performance Differentiate marketing strategy vs business strategy Measure the effectiveness of marketing strategy and study its impact on organizations performance Describe alignment and why it is important Work to achieve organization alignment Determine the leader of strategy execution Utilize a strategic plan to the most effective manner through cascading strategy plan Case study: Review how to implement marketing strategy and meet its alignment IMPLEMENTING QUALITATIVE VS QUANTITATIVE MARKETING ANALYTICS IN ESTABLISHING YOUR MARKETING METRICS Dene marketing analytics Identify the useful data needed for the selection of marketing metrics Effect of regulation and legal restriction on the selection of marketing metrics The information needed by marketing personnel in producing and managing marketing metrics to ensure the marketing activities are performing Differentiate between qualitative and quantitative information Utilize different metrics to different marketing channel Implement marketing metrics in fullling management expectation Measure efciency and effectiveness of marketing metrics by using organization data Evaluate factors affecting effectiveness and efciency of marketing metrics Marketing analysis in analyzing end user demand and behavior to ensure marketing effectiveness Dene scorecard in marketing and develop a scorecard for your marketing metrics EXECUTING CUSTOMER AND PRODUCT METRICS TO MARKETING PERFORMANCE MANAGEMENT Interpret the key metrics of customer perception and satisfaction Enhance customer satisfaction as most critical marketing metrics of an organization Identify key metrics of customer protability Customer acquisition Cost per lead Lifetime value

Who Should Attend?

This program is uniquely designed and will be of particular benet to CEOs, CMOs, Managing Directors, Vice Presidents, Directors, Division Heads, Senior Managers and Managers of: Marketing Sales Marketing Analysis/Research Brand Sales and Marketing Marketing Communication Market Development Business Development Product Development Strategic Planning General and Business As well as those involved in measuring the effectiveness of marketing activities

Why you should attend:

This course is a must for anyone who develops, implements or manages marketing programs. Just as a business cannot run effectively without accurate and timely nancial information, marketing initiatives cannot be effectively executed without metrics that track performance. Course attendees will gain a detailed understanding of the linkage between strategy and metrics. They will also attain a detailed knowledge of the theory behind a family of metrics and an understanding of how to successfully implement those metrics. This course blends theory and tactic to provide practical and immediate application. The 2-day, intensive course includes several case studies of real world examples. We will illustrate and discuss how an effective system of marketing metrics is linked to business and marketing strategy. We will move quickly through over 50 metrics, tying each back to specic marketing activities and corporate performance measures. We will end with an in depth discussion of implementation and provide two must-have tools for any marketing leader.

In-House Training Cost effective In-house courses, tailored specically to your organisations needs, can be arranged at your preferred location and time. If you would like to discuss further, please contact our In-house division at iht@ unistrategic.com.

Agenda
Retention rate Churn rate Customer loss Linking product portfolio to marketing metrics New product development Trial Growth Cannibalization Brand equity Relate marketing metrics to the market your organization is targeting Market share Competitive analysis Penetration Calculate and utilize the above key metrics in improving your marketing performance Case study: Discuss how to utilize customer and product metrics in marketing Dene prot pool and understand why it is important to understand Measure the above metrics Case studies: Study about the metrics used in introducing new products Discuss the example of prot pool Apply pricing strategy in marketing metrics management APPLYING ADVERTISING AND PROMOTION METRICS TO ENHANCE YOUR MARKETING RESULT Determine the key metrics used in promotion Coupons Rebates Response Conversion Direct mail Identify the key metrics in advertising Reach Frequency Impressions Response Recall Recognition Justify how advertising effectiveness being measured Discuss the lag effect of advertising and promotion activities toward marketing effectiveness and efciency Relate the marketing metrics to effectiveness of web programs Hits Click through Cost per action Page impressions Analyze the differences between web metrics to other advertising and promotion metrics Calculate the above marketing metrics Case studies: Recognize how to implement advertising and promotion metrics to your marketing INTEGRATING ORGANIZATION MARKETING STRATEGY TO ITS OPERATIONS Understand marketing metrics as a critical factor to understand marketing Integrate marketing metrics with marketing strategy Determine the personnel to be responsible for the execution of each metrics Develop the formula to calculate the cost and value of marketing metrics towards organizations performance Understand the meaning of the results to your marketing division and the organization Establish and implement a marketing scorecard or dashboard Case studies: What is House of Quality and how it works Develop marketing scorecard or dashboard organization

DAY 2 | 7th September 2012

EVALUATING SALES AND DISTRIBUTION METRICS TO GET COMMUNICATED TO THE TARGETED CUSTOMERS Establish key metrics to sales force effectiveness The crux of marketing strategy: The sales force Organization performance Compensation Turnover Recruiting effectiveness Utilize the key metrics of distribution channel to ensure marketing success Coverage Logistics Inventory turnover Carrying costs Determine key metrics relating to retail and wholesale sales Gross Margin Return on Inventory Investment Sales productivity Close ratio Transaction measures Mark-up/mark-down Describe the role of retailer in evaluating the products they are carrying Measure the above marketing metrics Case studies: Discover how to apply sales and distribution metrics to your organization UTILIZING PRICING AND PROFITABILITY METRICS IN INCREASING MARKETING EFFECTIVENESS AND EFFICIENCY Manage key metrics of pricing in marketing strategy Pricing optimization Prot maximization Pricing (unit) margins Realize key metrics of margin to marketing activities performance Revenue Cost Protability Overall protability Protability by segment Protability by customer Return on sales Return on assets Maximize organization overall protability by using the key metrics

for

your

Program Schedule
(Day 1 - Day 2) 08:30 09:00 10:40 - 11:00 12:45 14:00 15:30 - 15:50 17:00 Registration Morning Session Begins Refreshments & Networking Break Luncheon Afternoon Session begins Refreshments & Networking Break Course Ends

About Your Course Facilitator

John Barrett is president of Priority Metrics Group, a Spartanburg, South Carolina based market research and consulting rm. He has 23 years of experience in marketing, strategic planning, and management in a variety of positions. He has been engaged in consulting in the area of marketing metrics for almost 20 years. Prior to co-founding PMG in 1993, John worked as a consultant in the retail banking industry, taught business and marketing courses at the undergraduate and graduate levels and held various corporate marketing, planning and quality management positions. He was a Marketing Manager, then Director of Strategic Planning for a Fortune 500 company and dealt with marketing metrics on a daily basis. He has completed many consulting assignments for Asian clients, both Asian parents and Asian subsidiaries of European or North American companies. John is a skilled person in the development of business and marketing plans and utilizing creative solutions. He is a trained and experienced person in all aspects of marketing research. He is also a skilled writer and speaker. He has his new book B2B Customer Insight: The Proven Path to Growth to be published soon. Other than that, John has great experience in quality program development and implementation and has conducted numerous competitor analysis identifying the strengths and weaknesses, acquisition candidates, areas of market place vulnerability and etc. He is also experienced in acquisition due diligence efforts. He has previously involved in designing process improvement methodology, completing process improvement facilitation and implementing multiple plant and staff settings for his clients organization. During Johns past engagement as a partner in business-to-business lead generation and telesales business with MarketLink, a leading provider of outsourced telemarketing services and high quality telemarketing, he managed to help the company to expand its size by increasing in the number of its employees. Besides, he also managed to help Sonoco Products Company, a company that provides packaging products and services in developing and implementing of marketing plan used in expanding its partitions business into new segment, developing of systems cost model and subsequently in identication of process cost savings opportunity. As a Marketing Manager to Sonoco, John has also redesigned the companys market research methodology in evaluating quality and customer satisfaction, developed corporate database of surveys and wrote analysis software for Sonoco. He completed his Bachelor of Arts and Master of Business Administration (BA and MBA) from University of South Florida and Marketing PhD from University of Virginia. He has also completed Management Development Program at University of North Carolina. Partial list of companies that have benetted from Johns expertise: Federal Home Loan Bank Board of New York American Express Citibank Chase Wells Fargo Wachovia Bank of America Fidelity 3M Siemens Pzer Perkin Elmer CommScope Kohler DuPont General Electric Google Kodak Mitsubishi Samsung Cummins Engine Colonial Pipeline Sonoco Products Company Lincoln Industries

Testimonials:
Customer metrics that PMG provides are a key part of our whole marketing program. If you want to stay in a leadership position, its a great tool. It creates a partnership with the customer and makes them a part of the decision making process.
~ Chief Executive Ofcer, Medical Products Company

Marketing metrics from PMG allowed us to uncover how we could deliver unique value tour customers. Their needs were already being met by their current suppliers, which meant another one trying to get in the door had to demonstrate they could deliver more value than the companies that are already selling to them.
~ Marketing Manager, Automotive Products Company

There was clearly more going on there that we thought. The metrics prompted more discussion to help discover what was going on and what we had to do to follow up on it.
~ Vice President of Marketing

The metrics that John created for us helped us get a better grip on our performance and the importance of that in the eyes of our customer. It was very important strategic information that gave us valuable insight into the marketplace. There was also a boatload of comments that we were able to track back to specic customers, so we knew where to focus on specic improvements.
~ Chief Operations Ofcer, Gas Product Company

Marketing metrics that John helped us develop made it clear where we had to focus. That had serious true marketing value. I had never seen it before and I havent seen it since.
~ Founder and Chief Executive Ofcer, Web Information Company

PRE-COURSE QUESTIONNAIRE To ensure that you gain maximum value from this course, a detailed questionnaire will be forwarded to you upon registration to establish your exact training needs and issues of concern. Your completed questionnaire will be analysed by the course trainer prior to the event and addressed during the event. You will receive a comprehensive set of course documentation to enable you to digest the subject matter in your own time.

Measuring and Managing Your Marketing Effectiveness

Sales Contract
Please complete this form immediately and fax back to

Venue and Date

JW Marriott Hotel, Kuala Lumpur, Malaysia Workshop 6th & 7th September 2012

Michael (LDA): (65) 6825 9580

DELEGATES DETAILS
Name:______________________________________________ Position: ____________________________________________ Email: ______________________________________________ Name: _____________________________________________ Position: ____________________________________________ Email: ______________________________________________ Name: _____________________________________________ Position: ____________________________________________ Email: ______________________________________________

Workshop Fee
SGD 3,195 per delegate SGD 2,995 per delegate if 2 or more delegates sign up
Fee inclusive of course documentation, luncheons, refreshments and 15% services charge. The above amount payable is net withholding taxes or any other taxes, if any.

Registration and Enquiries

UNI Strategic Pte Ltd 20 Science Park Road, #01-26/30, TeleTech Park, Singapore Science Park II, Singapore 117674 Contact Michael Lim (LDA) Direct Line: (65) 6825 9561 General Line: (65) 6825 9579 General Fax: (65) 6825 9580 Email: michael.lim@unistrategic.com

*Company Details
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Credit Card: Please debit my VISA MASTERCARD

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*Finance Department Contact Details

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Hotel Accommodation
Accommodation is not included in the training fee. To make a reservation for accommodation at the training venue at our corporate rate, please contact the respective hotel. JW Marriott Hotel, Kuala Lumpur, Malaysia 183 Jalan Bukit Bintang, Kuala Lumpur, 55100 Malaysia Phone: 60 3 2715 9000 Fax: 60 3 2715 7000 Email : jwmresv@ytlhotels.com.my jwmresvsupv@ytlhotels.com.my Web: http://www.marriott.com/hotels/travel/ kuldt-jw-marriott-hotel-kuala-lumpur/
Event Code: SGT 1274

*Authorisation
Signatory must be authorised to sign on behalf of contracting organisation. Name: _____________________________________________ Position: ____________________________________________ Signature: _______________________Date:_____ /_____/____
This sales contract is invalid without signature & company stamp
*Mandatory eld

Cancellations/Substitutions If you are unable to attend, a substitute delegate is always welcome at no additional charge. All bookings carry a 50% liability immediately after a fully completed sales contract has been received by the UNI ofce. Please note that a written notice of the cancellation must be received via mail or fax 3 weeks prior to the event date in order to obtain the balance of the event fee as a credit to be applied against another UNI conference, summit or training course. All fees are inclusive of an 15% service charge, which is completely non-refundable and non-creditable. Cancellation of any event with less than 3 weeks notice prior to the event date carry a 100% liability, however the delegate will still be entitled to a complete set of course documentation. Payment must be made within 5 working days upon registration and in agreement, UNI will not be able to mitigate its losses for less than 50% of the contract value in case of dispute with the client or cancellation of this contract by any one party. UNI reserves the right to cancel or make any other changes to the content and timing of the events or speakers for reasons beyond its control. If for any reason UNI decide to amend these conferences, summits or training courses, UNI is not responsible for covering airfare, hotel or other costs incurred by registrants. In the event that UNI cancel the event, UNI reserves the right to transfer this booking to another event or to provide a credit of an equivalent amount to another event to be held within the following twelve months. INDEMNITY: Should for any reason outside the control of UNI, the venue or speakers change, or the event be cancelled due to an act of terrorism, extreme weather conditions or industrial action, UNI shall endeavour to reschedule but the client hereby indemnies and holds UNI harmless from and against any and all costs, damages and expenses, including attorney fees, which are incurred by the client. The construction, validity and performance of this Agreement shall be governed in all respects by the laws of Singapore to the exclusive jurisdiction of whose Courts the Parties hereby agree to summit.