Defining and Measuring Marketing ROI



  • If you want to plan and implement a marketing campaign that gives you real return on investment, this seminar is a “must attend”.



    Shannon Hall (bio), Managing Director, Horn Group, Inc.
    Jennifer Vessels (bio), Principle, NextStep

    Media Panel

    Jonathan Angel, Technology Marketing

    Jeff O'Brien, WIRED

    Mike Tarsala, MarketWatch

    In the boom years of 1999 and 2000, many people viewed marketing as the single path to success. Money was spent freely and easily on advertising, PR, web marketing and other programs designed to attract “eyeballs”. In today’s reality, marketing is sometimes more important for success than in the past. However, to fund critical campaigns many executives are being asked to justify the expenditures for PR, advertising and other marketing activities.

    Since the results from a marketing campaign are often indirect or are fully realized after the program is completed, it can be difficult to determine the return on marketing investment. However, through setting appropriate goals and metrics for success; planning and effectively managing the campaign and measuring the results at critical points during and after the program, you can calculate and show a real return on investment.

    This interactive workshop will help you answer questions such as:

    • What are realistic goals for a successful marketing campaign?
    • What is required to achieve success and ROI?
    • How do I best determine the most important components of a marketing campaign?
    • How will I know if the campaign is getting off track?
    • When and how should I start to measure ROI from the marketing program?
    • How do I really KNOW my marketing program has been successful?

    Plus, hear from four top reporters covering business and technology in today's media.

    Speaker Bio


    Shannon Hall, Horn Group, Inc.

    Shannon Hall, 33, has experience in both agency and corporate PR and marketing. Shannon, who joined HGI in 1994, is responsible for operations of the San Francisco office, agency business development and strategic client service to the firm's San Francisco client base. She also directs the company's investor relations, international and Internet initiatives, and serves on its management and advisory teams.

    Previously, Shannon was public relations manager at Ingres, developer of database and applications development software. She was responsible for strategy and implementation of all product-related PR programs, global product launches, and management of all base-line PR programs. Prior to Ingres, Shannon worked at the Bar Association of San Francisco where she was a contributing writer to SF Attorney Magazine. She also co-managed the California Minority Counsel Program, has worked as a freelance writer for various San Francisco magazines, and as an advertising associate. She serves on the board of Bay Area Video Coalition, a non-profit organization that provides technology, training and support to artists and organizations worldwide. Shannon received her BA in Communications from Mills College, Oakland, CA. She is an accomplished photographer and held her first opening in San Francisco in 1999.


    Jennifer Vessels, Next Step

    Jennifer Vessels has over 22 years domestic and international business management and consulting experience in high technology and related industries. Through her broad range of expertise in sales, marketing and management, Jennifer can quickly understand the real issues preventing her clients from achieving their full potential. She and her team then work with the client to define and implement the marketing and management solutions to maximize company growth.

    Prior to founding Next Step in 1998, Jennifer held numerous executive marketing and management positions within the computer, software and communications industries. These have included Sales Operations Director and European Marketing Director for Ungermann-Bass; VP Sales and Marketing for Hurd Associates; Business Development Director for Tandberg Telecom and European General Manager for Promptus Communications. Having attained her MBA from San Jose State University in 1988, Jennifer completed her Masters of Occupational Psychology through the University of London in 1996.

    Next Step’s clients include Handspring, Blue Pumpkin Software, Advanced Network Information, Cisco Systems, Compaq, Bell Electrical Supply, Berger Manufacturing and Recipio Software. In addition, Jennifer is an active member of Institute of Management Consultants, The Executive Council, Software Development Forum and the Churchill Club.

    Event Logistics



    8:30am-9:00am Registration/Networking/Continental breakfast

    9:00am-12:00pm Interactive Seminar

    12:00pm-1:00pm Media Panel



    SDForum Center

    111 W. Saint John, Suite 200

    San Jose, CA 95113


    Seminar Track

    Business Planning/Management, Idea and Startup Stage Businesses


    Cost (Continental Breakfast included)

    $49 SDForum & SVASE Members

    $99 Non-Members

    Pre-registration unavailable. Please register at the door.