Fundamental Measurement

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Fundamental Measurement On-Demand     Register    

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Discover how to understand and “do the math” or use select marketing metrics such at ROI, Lifetime Value, Customer Acquisition Cost and other basic metrics. Then learn how you may use these key business insights to impact your company’s marketing planning and execution.


  • The relationship between Customer Lifetime Value, Customer Acquisition Cost and ROI
  • Fundamental marketing metrics to measure campaign effectiveness
  • Ways to examine and analyze campaign metrics to gain key business insights
  • How to design multivariate test matrices and calculate appropriate test sample sizes
  • A method to project ROI by turning the marketing funnel upside down

Approximately 90 minutes - self paced

Introduction to ROI and Metrics

  • Defining ROI
    • What’s the ROI?
    • The Confidence Gap
    • Return on Marketing Investment
    • Why we measure
  • The Ultimate Marketing Metrics
    • Customer Lifetime Value
    • Allowable Acquisition Cost
    • Relationship of ROI to LTV and AAC

Doing the Math

  • Defining Fundamental Metrics
    • 7 fundamental metrics
  • Calculating Basic Metrics
    • Test email campaign
    • Calculating response percent
    • Calculating basic metrics
    • Calculating cost
    • Cost per response and cost per conversion
    • Average order value
    • Other email metrics to track
  • How Response Rate Can Fool You
    • Matrix test example
      • The response rate/CPR winners
      • Sales data
      • The revenue per prospect winners
      • ROI
      • ROI Winners

Insights from Fundamental Metrics

  • Sorting Through Metrics for Insight
  • Important Web Metrics
    • 9 Essential Website Metrics to Track
  • Test and Design
    • Why do we test?
    • Testing – the key to success
    • Multivariate matrix testing
    • How big should my test be?
    • Statistical variation chart
  • Planning ROI with the Marketing Funnel
    • Planning ROI with the Marketing Funnel
    • The upside down funnel for planning ROI
    • Required response rate gut check
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Instructor Bio
Chuck Mcleestee 300x180

Chuck McLeester
Direct/Relationship Marketing Strategist, Measured Marketing LLC
Chuck McLeester is a marketing strategist and analyst with experience in a variety of categories including healthcare/pharmaceuticals, financial services, pet products, travel/hospitality, and publishing. He spent several years as a client-side direct marketer before moving to the agency side 25 years ago. His areas of expertise include direct marketing, relationship marketing and digital marketing. He has created groundbreaking online and offline relationship marketing programs for consumer and pharmaceutical brands for Johnson & Johnson, The Iams Company, Procter & Gamble, and many other clients. A thought leader in the area of measurement and metrics, Chuck developed many innovative response analysis techniques. He has been a featured speaker at the Direct Marketing Association’s annual conference for the past 15 years in addition to his numerous other speaking engagements. Read More

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