Step 2: Advanced Online Course Advanced Measurement and Metrics in Direct Marketing

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Step 2: Advanced Online Course

Advanced Measurement and Metrics in Direct Marketing

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Course Overview

This course builds on the foundation laid in the Direct Marketing Math and Finance course. Here, you’ll explore more advanced financial and marketing tools such as: profit-and-loss statements, related analysis, sales forecasting, and lifetime value analysis. All formulas and analytical methods are explained step-by-step with examples so you can experience and understand the calculations.

Course Content

Learn how to use a profit-and-loss statement and perform the related analyses including breakeven and marketing allowable. You’ll identify and apply both a lifetime value analysis and profitand- loss analysis to all your direct marketing efforts, across all media.

Introduction

Basic direct marketing math and financial analysis
5 steps to analyze direct marketing results

Acquisition campaign metrics

Numbers to count
Costs to consider
Rates
Direct mail specifics – merge/purge monitoring
Sales rates
Shipping and handling isn’t free
Costs
Trends
Offline sample problem
Offline analysis example
Online sample problem
Online analysis example
Acquisition problem set and test

Retention Campaign Metrics

Numbers to count
Time periods
Rates
Trends
Catalog space/page analysis
Retention sample problem
Retention example
Retention problem set and test

Putting direct marketing results into context

Track results against 3 major goals
Factors influencing results
3 leverage points
Sample problem
Problem set and test

Online Course Price Option - Pay as you go:

DMA Member	$189/course
Non_Members	$219/course
Certification & Testing Fees Included	$250 value

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All materials posted on this site are subject to copyrights owned by Arab Direct Marketing Association (theADMA) and other individuals or entities. Any reproduction, retransmission, or republication of all or part of any document found on this site is expressly prohibited, unless the Arab DMA or the copyright owner of the material has expressly granted its prior written consent to so reproduce, retransmit, or republish the material. All other rights reserved.