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Marketing guru Jim Lenskold lends ROI strategy to India

Indiantelevision.com Team

(23 August 2006 4:00 pm)

MUMBAI: Marketing ROI guru, founder and president of the Lenskold Group and author of "Marketing ROI, The Path to Campaign, Customer and Corporate Profitability," Jim Lenskold, in his visit to India, will address audiences in Mumbai at the Impact One-on-One seminar today.

An international speaker and recognised marketing expert, Lenskold has developed innovative and comprehensive marketing ROI processes, strategic applications and tools developed over a 20-year career and five intensive years of research and development. His critical thought leadership integrates key principles from strategy, marketing, sales, and finance to offer companies in all industries a resource for increasing marketing and customer profitability, informs an official release.

Following a session held in Delhi yesterday, Lenskold will share his experiences, followed by an open house for Q&A here in Mumbai. The session promises to bring to the fore key methods in calculating and analyzing the ROI of marketing, ways to measure the impact of marketing and explore methods and strategies for budget allocations. It will also look at how the discipline of measurement and financial accountability can be included into a marketer's strategic decision process to improve strategic planning with marketing ROI techniques and tools.

Marketing ROI was named one of the top five marketing books of 2004 by the American Marketing Association Foundation.

Jim’s career began at AT&T where he helped evolve the telecommunications leader from a monopoly to a well-respected competitive marketer in the mid-1980s through early 1990s. He helped form the customer acquisition and customer retention organizations and managed a $20 million marketing budget for retention strategy and customer loyalty marketing. Jim earned his Master of Business Administration from Rutgers University Graduate School of Management.

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