MEASURING & IMPROVING RETURN ON MARKETING INVESTMENT (ROMI)
Maximize Marketing Value Through Data-Driven Strategies and ROI Analytics
Course Schedule
| Date | Venue | Fees (Face-to-Face) |
|---|---|---|
| 13 – 15 Oct 2025 | Doha – Qatar | USD 2495 per delegate |
Course Introduction
In today’s competitive and budget-conscious marketplace, marketing leaders are under increasing pressure to demonstrate accountability and value creation. Measuring Return on Marketing Investment (ROMI) is critical to aligning marketing activities with business objectives and making informed decisions on where and how to spend.
This results-driven course equips participants with the tools, techniques, and analytical frameworks needed to measure marketing performance, justify budgets, and optimize campaigns for maximum impact. It blends marketing analytics, financial modeling, and strategic planning to enable smarter, data-driven marketing decisions.
Course Objectives
By the end of this course, participants will be able to:
• Understand the principles and metrics behind ROMI measurement
• Analyze marketing spend in relation to revenue and profitability outcomes
• Apply tools and models to assess campaign effectiveness across channels
• Make data-backed decisions to improve marketing budget allocation
• Communicate marketing performance to stakeholders with clarity and credibility
Key Benefits of Attending
• Build the business case for marketing investments using clear financial logic
• Learn to connect marketing KPIs to sales, profitability, and growth metrics
• Gain tools for scenario modeling, channel attribution, and campaign reporting
• Translate complex data into actionable insights for marketing optimization
• Position marketing as a strategic contributor to business performance
Intended Audience
This program is designed for:
• Marketing managers, strategists, and budget holders
• CMOs and marketing directors responsible for ROI and performance
• Brand managers, campaign analysts, and product marketing leads
• Finance professionals working closely with marketing departments
Individual Benefits
Key competencies that will be developed include:
• ROMI calculation and campaign cost-benefit analysis
• Marketing performance dashboards and reporting
• Customer acquisition cost (CAC) and lifetime value (CLV) modeling
• Channel performance benchmarking and optimization
• Strategic thinking and financial literacy in marketing
Organization Benefits
Upon completing the training course, participants will demonstrate:
• Improved marketing accountability and transparency
• Optimized use of marketing budgets across platforms
• Enhanced collaboration between marketing, sales, and finance teams
• Data-driven culture that supports innovation and strategic growth
• Higher returns from marketing activities and clearer investment impact
Instructional Methdology
The course follows a blended learning approach combining theory with practice:
• Strategy Briefings – Key principles of ROMI, metrics, and financial logic
• Case Studies – Real-world examples of marketing performance improvement
• Workshops – Hands-on modeling of ROMI, dashboards, and ROI forecasts
• Peer Exchange – Group discussions and cross-industry sharing of practices
• Tools – ROMI calculators, budget templates, and campaign evaluation scorecards
Course Outline
DETAILED 3-DAY COURSE OUTLINE
Training Hours: 7:30 AM – 3:30 PM
Daily Format: 3–4 Learning Modules | Coffee breaks: 09:30 & 11:15 | Lunch Buffet: 01:00 – 02:00
Day 1: Foundations of Marketing Performance & ROMI
Module 1: Defining ROMI and the Marketing Value Chain (07:30 – 09:30)
• From spend to impact: how ROMI supports accountability
• Understanding hard vs. soft metrics in marketing
Module 2: Marketing Metrics and Financial Literacy (09:45 – 11:15)
• Key metrics: CAC, CLV, conversion rates, funnel ROI
• How to interpret results from a CFO’s perspective
Module 3: Workshop – ROMI Basics (11:30 – 01:00)
• Hands-on calculations with sample campaign data
Module 4: Group Activity – Mapping the Marketing Value Journey (02:00 – 03:30)
• Identify key touchpoints and ROI potential
Day 2: Channel Attribution, Budgeting & Forecasting
Module 1: Measuring Channel Effectiveness (07:30 – 09:30)
• Attribution models: first-click, last-click, multi-touch
• Understanding media mix modeling and ROI variance
Module 2: Budget Allocation Models (09:45 – 11:15)
• Historical vs. predictive budgeting approaches
• ROI forecasting for new and repeat campaigns
Module 3: Workshop – Attribution Strategy Planning (11:30 – 01:00)
• Build a simplified attribution map for a multi-channel campaign
Module 4: Peer Exchange – Channel Performance Benchmarking (02:00 – 03:30)
• Compare approaches across industries
Day 3: Reporting, Optimization, and Communication
Module 1: Performance Reporting Dashboards (07:30 – 09:30)
• Designing executive dashboards for ROMI tracking
• Visualizing insights for business decision-making
Module 2: Optimization Techniques (09:45 – 11:15)
• A/B testing, ROI thresholds, and campaign tuning
• Avoiding the pitfalls of vanity metrics
Module 3: Workshop – Final ROMI Strategy Presentation (11:30 – 01:00)
• Create and present a marketing performance report
Module 4: Wrap-Up and Personal Action Plan (02:00 – 03:30)
• Course review and implementation roadmap
Certification
Participants will receive a Certificate of Completion in Measuring & Improving Return on Marketing Investment (ROMI), validating their ability to analyze, report, and optimize marketing activities for strategic value and financial return.