Marketing Metrics

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Marketing Metrics On-Demand     Register    

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Discover how to calculate acquisition and retention using basic metrics with step-by-step examples and exercises. Become skilled at tracking, monitoring, and measuring the response of your direct marketing. You'll learn basic direct marketing math and finance analysis, as well as how to apply this new knowledge for your company's benefit.


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

Approximately 90 minutes - self paced

DM Results: Steps to Analyze

  • Count things
  • Collect over standard time periods
  • Put things in relationship to each other
  • Examine trends
  • Monitor results over time

Acquisition campaign Metrics

  • What is included?
    • Numbers to count
    • Cost to consider
    • Timing
    • Rates
  • Direct mail specifics
    • Merge/purge monitoring
    • Sales rates
    • Shipping and handling isn't free
  • Email
    • Costs
    • Trends

Retention Campaign Metrics

  • What is included?
    • Numbers to count
    • Time periods
    • Rates
    • Trends
  • Catalog space/page analysis

Putting Results in Context

  • Tracking results against goals
  • Influencing profitability
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.

Heidi Cohen
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Member – $189
Non-member – $219

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Related Courses
Advanced Marketing Metrics
DMA Certified Marketing Professional