Marketers today require a much broader mix of skills to be effective, including understanding how their marketing strategy affects the bottom line and how to measure the value of programs across many metrics. Likewise, finance leaders are continually asked to assess marketing initiatives against broader corporate strategy and expected returns. Both must answer the question, “What programs should we focus on to get the biggest ROI?”
Wharton’s Marketing Metrics™: Linking Marketing to Financial Consequences bridges the gap between marketers and chief financial officers, equipping them with the skills to better evaluate marketing programs and communicate in a common language. The frameworks taught will help you to better analyze and articulate your marketing programs to ensure the greatest ROI while securing your CFO’s support.