Managing for Profitability: Tracking and Measuring Media Value in the Online Age Session # T2-103 Date/Venue Sunday, 01/25/2009 3:30PM - 4:45PM , Room 214 Description In this session, dealers will receive practical advice for measuring and managing the effectiveness of their media dollars in the online age. Based on dealership goals and objectives, the workshop will explain what to track, and how to track it, in order to truly understand dealers' media ROI. The knowledge will empower dealers to effectively measure the value of online and offline advertising channels, thus enabling them to manage their marketing mix for optimal results, impact, and profitability. Speaker(s) David Kain Dennis Galbraith Track(s) Track 2: Business Development - Finding and Keeping Your Customers Session Type Workshops Duration  75-Minute Concurrent Session Format  Co-speaker Ability Level  Intermediate