Advanced Marketing Metrics

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Advanced Marketing Metrics On-Demand     Register    

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In this course, you'll explore advanced financial and marketing tools. Learn how to use profit-and-loss statements and perform related analyses, including break-even, marketing allowable, sales forecasting, and lifetime value analysis. All formulas and analytical methods are explained step-by-step with examples so you can understand the calculations and apply them yourself.


  • Acquisition campaign metrics
  • Retention campaign metrics
  • Putting direct marketing results into context

Approximately 90 minutes - self paced


Profit and Loss Development

  • Components of the Statement
    • Revenues
    • Variable Expense Details

Other Types of Costs

  • Controllable/Non-controllable
  • Incremental
  • Relevant
  • Opportunity
  • Hidden
  • Sunk

Profit and Loss Sensitivity Analysis

  • Break Even
  • Marketing Allowable

Lifetime Value Analysis

  • Reasons to Use and Its Influence
  • Marketing Expenses Involved
    • Acquisition
    • Retention
    • Referral Marketing
  • Discount Rate
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

Instructor Bio
Heidi Cohen

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Non-member – $219
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