Wharton Marketing Metrics™: Linking Marketing to Financial Consequences

Apr 03, 2017 - Apr 07, 2017Philadelphia, PA$10,250

Program Overview

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.

Program Highlights & Benefits

  • Articulate and justify marketing expenditures to your CFO
  • Develop a measurement-based approach to allocating resources across your marketing portfolio
  • Examine both the short-term and long-term impact of marketing spending
  • Measure the effectiveness and return on investment of social media initiatives, leveraging Google Analytics and other tools
  • Determine the essential marketing metrics of your organization by creating a global marketing dashboard


Impact & Experience

An interdisciplinary team of faculty from Wharton’s marketing, accounting, and finance departments provides the tools on how to measure marketing, while sharing best practices at leading companies.

The program is especially relevant to chief marketing officers and finance leaders who have large budgets across a number of areas in the corporate portfolio, and must justify their expenditures. A key value of the program is the interaction among marketing and finance peers across a number of industries, as well as with Wharton marketing faculty.

Led by Professor David Reibstein, a world-renowned marketing expert, Wharton faculty apply their field-based research and the latest strategic insights to help you think about the short-term and long-term impact of marketing spending for your organization.

Session topics include:

  • Linking marketing metrics to financial consequences
  • Measuring the value of brands
  • Using financial information intelligently
  • Analyzing the impact of customer satisfaction on the bottom line
  • Using marketing metrics to establish customer-centric strategies
  • Evaluating online advertising — communication vs. marketing


Through highly interactive lectures, exercises, and case studies, this program will give marketing participants the ability to better articulate their own marketing initiatives’ return on investment, increasing the likelihood they will get their marketing budgets approved. Finance leaders will leave with a greater understanding of the complex arena of marketing and the tools and best practices that show marketing’s strategic value to the organization.

The program also addresses evolving landscape which requires new strategies and measures to assess performance — social media as a marketing force is just one example. Many firms are diving into the fray of social media without any idea of whether it is productive or not.  Wharton Marketing Metrics will share tools marketers can use to assess online spending and whether it is delivering value for the firm.

The program will also explore how traditional marketing measures — such as awareness, preference, loyalty, customer satisfaction, distribution levels, and market share — are linked to financial outcomes. Through discussions, exercises, and analysis of actual business cases, you will get a clear sense of the best marketing metrics to incorporate into your business.

The Global Dashboard

Wharton Marketing Metrics culminates with participants creating a powerful dashboard immediately applicable to their organization. The dashboard, which uses a proprietary computer program, allows marketers to uncover the most profitable programs so they can make smart decisions on how they allocate marketing dollars. All participants then present their dashboard to the class on the final day of the week-long program.

Who Attends This Program

This program is designed for marketing and finance executives who need to assess the returns from marketing expenditures or demonstrate results. Executives who can benefit from attending this program may include:

  • Middle-level to senior-level marketing and financial managers who have budget authority over their department or are involved with approving marketing expenditures and assessing whether those investments are wise for the company
  • CMOs, product managers, and brand managers seeking to better develop strategies, justify expenditures, and demonstrate returns
  • CFOs and finance executives seeking to improve their ability to evaluate marketing investments

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives. We offer group enrollment benefits to companies sending four or more participants to this program.


  • David Reibstein, PhD

    Academic Director

    William Stewart Woodside Professor, Professor of Marketing, The Wharton School

    Research Interests: Brand equity, marketing metrics, competitive marketing strategies, product line strategySee Faculty Bio

  • Ron Berman, PhD

    Assistant Professor of Marketing, The Wharton School

    Research Interests: online marketing, entrepreneurship, marketing analytics, search engine marketing, game theory, industrial organizationSee Faculty Bio

  • Peter Fader, PhD

    Frances and Pei-Yuan Chia Professor, Professor of Marketing; Co-Director, Wharton Customer Analytics Initiative, The Wharton School

    Research Interests: Lifetime value of the customer, sales forecasting for new products, behavioral dataSee Faculty Bio

  • Kartik Hosanagar, PhD

    Professor of Operations, Information, and Decisions, The Wharton School

    Research Interests: Internet advertising, internet marketing and mediaSee Faculty Bio

  • Christopher D. Ittner, PhD

    EY Professor of Accounting, The Wharton School

    Research Interests: cost accounting, intangible assets, performance measurementSee Faculty Bio

  • Michael Roberts, PhD

    William H. Lawrence Professor, Professor of Finance, The Wharton School

    Research Interests: Applied econometrics, corporate investment, capital structureSee Faculty Bio

  • Katherine N. (Kay) Lemon, PhD

    Professor of Marketing, Carroll School of Management, Boston College

    Research Interests: Customer Experience, Customer Management, Customer Lifetime Value, Customer FeedbackSee Faculty Bio

Program Logistics

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Contact a member of the Wharton Executive Education Client Relations team for more information on course specifics and to discuss how this program can meet your professional development needs. Please contact them by email or by phone at +1.215.898.1776.

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