Virtual Lunch & Learn: ROI for strategic communicators, Sept. 21

The National Press Club Communicators Team is hosting a “Lunch and Learn” session on Wednesday, Sept. 21 at noon to discuss methods of measuring and delivering quality returns on investments (ROI) in communications programs.

This online/virtual program is free and only open to Club members. Register online. 

The session will feature Beth Egan, associate professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University, where she brings more than 25 years of experience in the advertising and media business. Her academic research focuses on the intersection of strategic communication and business analytics. 

Egan is the author of Media Planning Essentials, the first online, digital-first media planning textbook, which is paired with a simulation model based on the logic used in industry tools such as Nielsen’s Commspoint Influence channel planning optimizer. 

Mitch Marovitz, a Club member who is director of the Communications, Journalism, and Speech Program at the University of Maryland Global Campus, will host the conversation.

The communications educators will review the methods Egan has developed for identifying and interpreting consumer engagement with branded content. They also will discuss how she is applying machine learning to television ratings data to predict advertising retention and what it can all mean for strategic communications professionals.