Marketing Metrics and ROI

28 January 2016

This workshop provides an overview of how to measure marketing performance in the games industry, and has been designed to help you determine which metrics will work best for you and your organisation. 

Ukie has teamed up with the CIM (Chartered Institute of Marketing) to create a brand new course. It has been designed with the games industry and related markets in mind and is suitable for both developers and publishers.




Ukie, 21 - 27 Lamb's Conduit Street, London, WC1N 3NL


28 January 2016


09:00 for 09:30 start



Outline of the day:

  • The increasing importance of marketing metrics and analytics, and the drive for financial accountability.
  • How to calculate RO(M)I (Return on (Marketing) Investment)
  • The role of metrics within the context of your marketing plan, assuming you have one – you should have! However, if you don’t, you’ll be given an outline one you can utilise during the workshop, and further develop afterwards!
  • The most commonly used marketing metrics in the games industry
  • Creating a marketing dashboard for your organisation

Covering both ‘strategic’ (‘customer’) metrics (such as acquisition and/or retention), and ‘tactical (‘activity’) metrics (such as brand/product/service quality, promotional effectiveness, etc.), we’ll examine both ‘traditional’ and digital/social media metrics. However, the latter will not be covered in detail, as we have a dedicated workshop for this purpose – see our Digital Metrics & Analytics workshop.


Ukie members: £350 + VAT
Non-ukie members: £450 + VAT 

Discounts are available for multiple bookings, please contact Jenny to book.

The standard CIM price for this course is £575 + VAT. As a channel partner of CIM, we're able to pass on our negotiated discounts to members.

Not a member? Join now to get your discount

Is this course right for me?

The workshop is designed for anyone who is involved in marketing video games including marketing and/or product managers, marketing comms. specialists, game developers and/or community managers.


Course Attendees, November 2015:

"Participation was productive and well balanced, the content was engaging, and the day featured insightful concepts and comments."

"Love the explanations and time for research and analysis, great resources too."

"A good one-day course on metrics and introduction to marketing."

Who will train me?

Tony Rowe, CIM Course Director

"I think Tony was excellent, and the fact he has so much experience in marketing was so refreshing."

"I have been on some horror courses, he was fantastic."

"Very approachable and easy to listen to."

"Excellent director with wide knowledge."

Tony Rowe’s first marketing job was quite an unusual one – ‘Marketing Controller’ – where the emphasis was on marketing measurement and accountability. Since creating his own training and consultancy business in 1994, he has gone on to develop, as well as deliver, a world leading set of metrics workshops that thousands of people from all kinds of organisations (big and small, commercial and NFPs…) have benefited from.

CIM Continued Professional Development

CPD is also an option for all participants in the programme; register with The CIM.

CPD programme an individual must be at least an Affiliate member. The cost to your organisation of Affiliate membership is £144 per person; for groups with over 10 employees this cost can be reduced.

In order to gain Chartered Marketer status an individual must be a Member of The CIM (MCIM) and have completed 2 consecutive years of 35 hours of CPD per year.

Please click on this link for more information about Chartered Marketer status.

Please note all CIM professional qualifications and training carry CPD hours that can contribute towards Chartered Marketer status.

Supported by Creative Skillset

Contact Jenny for more information.

Discount available for our members!

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  • Don't have an account with Ukie? Apply for one.
Non-member price: 
£450 + VAT
Ukie-member price: 
£350 + VAT