Too often organizations fail to measure both the effectiveness and Return on Investment (ROI) of their marketing and marketing communications activity using unsubstantiated data. The Dashboard is a tool that provides a format to help organizations plot their activities and direct the measurement of effectiveness. How can there be improvement without measurement?
In this free, one hour webinar, Alan will:
- Introduce the performance Dashboard as a tool for checking the effectiveness of programs
- Describe how the Dashboard works and its measures
- Use marketing and marketing communications Dashboards as examples
- Indicate how to develop a program Dashboard
There will also be time for questions at the end of the webinar.
Alan C. Middleton BSc (Sociology), MBA, PhD
Executive Director, Schulich Executive Education Centre, Assistant Professor of Marketing, Schulich School of Business, York University, Toronto, Canada
His 25 year practitioner career includes marketing roles with the Universal Oil Products Company (UOP Inc.) in Chicago, USA, and Esso Petroleum in Oslo, Norway, and a career in advertising with the J. Walter Thompson (JWT) advertising agency. He worked in London, England and then Toronto, Canada where he ended up as President of Enterprise Advertising Associates, a JWT subsidiary. He then became President/CEO of JWT Japan and was made Executive Vice President and a Board Director of the worldwide J. Walter Thompson Company.
Leaving JWT in the 1990s to spend time consulting and training in China and Canada, he subsequently commenced his academic career. Currently on the faculty at Schulich, he has taught at Rutgers Graduate School of Business in the US, and business schools in Argentina, China, India, Russia and Thailand.
In September 2001 he took over as Executive Director of the Schulich Executive Education Centre (SEEC). SEEC runs non-degree programs for over 16,000 executives and managers a year in North America and internationally.
Alan co-authored the books “Advertising Works II”, and “Ikonica – A Fieldguide to Canada’s Brandscape”. He has published papers on Marketing Communications ROI, Client-Agency compensation strategies and Client – Agency Relations for the ACA. He has many book chapters published including most recently (2011) “City Branding --Inward Investment” a chapter on Toronto in “City Branding” edited by Keith Dinnie . He is a co-founder of the ‘Cassie’ advertising awards and co-authored the first book of the winners.
In 2005 he was inducted into the Canadian Marketing Hall of Legends in the mentor category.
He is also involved on Boards and Board Committees with ABC Life Literacy Canada, AIESEC – Canada, Sunnybrook Hospital, the Ontario Tourism Marketing Partnership, the Toronto Financial Services Alliance and the Royal Ontario Museum.