Education Event Recap

Drive Performance Higher with Marketing Analytics Recap

October 22, 2015


SMPS Southern Regional Conference 2015 Presenter

Chuck Roberts joined SMPS Fort Worth for an educational seminar last Thursday to share 7 analytical tools we should be utilizing to drive our firm’s performance, and our careers, higher. Chuck made it clear from the beginning that the tools don’t take a lot of resources to start implementing now, or require you to be a mathematician!

“The A/E/C industry has been slow to adopt proven marketing approaches, including marketing analytics. Implementing analytics now could provide a 2-3 year competitive advantage” – Chuck Roberts

The 7 tools we focused on included:

  • Return on Business Development Investment (ROBDI)
  • 3-Dimensional Positioning
  • Attribute analysis
  • Force Field Analysis
  • Price Sensitivity Analysis
  • Root Cause Analysis
  • Face Time Tracking (#1 Leading Metric)

Chuck also emphasized that it’s critical to have a strong sense of awareness of the environment around you, even outside our industry, so that you can determine how events apply to your firm. An example that was given was to project what Wal-Mart’s top seller on black Friday means for your firm, and the A/E/C industry. (In 2013 the top seller was a washcloth pack going for less than $1.00!)

Above all though, the data you pull together using marketing analytics isn’t useful if you can’t communicate to others in your firm. Chuck urged us all to communicate benefits first, then follow up with features.

Chuck Roberts offers presentation demos for firms interested in going deeper into marketing analytics, presentation skills training, or strategic planning, (to name a few.) For more information you can visit his website at

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