Advanced Measurement and Metrics in Direct Marketing

Content 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 break-even and marketing allowable. You’ll identify and apply both a lifetime value analysis and profit-and-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