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DMA: Data and Marketing Association
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marketing-analytics

Advanced Measurement

The Advanced Marketing Metrics course will enable participants to become skilled at tracking, monitoring, and measuring marketing math and finance. The course will explain the importance of tracking & monitoring businesses using basic metrics.

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Overview

In this module, you’ll go deeper with direct marketing math, as well as how to apply this new knowledge for your company’s benefit. All formulas and analytical methods are explained step-by-step with examples so you can understand the calculations and apply them yourself. Methods such as the two-step promotion planning and holistic measurement will help you take a deeper approach to metrics and measurement.

Topics

  • Relationship between customer lifetime value (LTV), Acquisition Cost and ROI
  • Maximizing lead volume within allowable acquisition cost (AAC)
  • Factors in calculating LTV
  • Multichannel Metrics – challenges and solutions
  • Useful test and experiment designs
  • Why moving toward a unified customer view is important

About The Instructor

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Chuck McLeester
Chuck McLeester is a marketing strategist and analyst with experience in a variety of categories including healthcare/pharmaceuticals, financial services, pe... Read More »

Course Pricing

  • dollar Member - $99
  • dollar Non-Member - $149
See The DMA Member Benefits »

Course Duration

  • 90 min

LTV, Acquisition Cost and ROI

  • Leveraging the Relationship between LTV, AAC and ROI Revenues
  • The Ultimate DM Metrics
  • Relationship of ROI to LTV and AAC
  • ROI, LTV and AAC Relationship exercise
  • Two Step Promotion Planning>
  • Extensive work through exercise of two-step promotion planning
  • 3 effort fulfillment campaign
  • Working with Target CPL and Required Response Rates

Allowable Acquisition Cost and Customer Lifetime Value

  • Maximizing Lead Volume within your AAC
  • Extensive exercise: Maximizing lead volume
  • Cost per media property
  • Working with roll-out quantity
  • Cumulative Cost and Cumulative Response Rate
  • Cumulative CPL
  • Factors in Calculating Customer Lifetime Value
  • Customer Lifetime Value (LTV)
  • Extensive exercise: Calculating LTV
  • Calculating costs & gross profit
  • Three year exercise
  • Calculating the discount rate
  • Calculating the discount rate in LTV exercise

LTV, Acquisition Cost and ROI

  • Leveraging the Relationship between LTV, AAC and ROI Revenues
  • The Ultimate DM Metrics
  • Relationship of ROI to LTV and AAC
  • ROI, LTV and AAC Relationship exercise
  • Two Step Promotion Planning
  • Extensive work through exercise of two-step promotion planning
  • 3 effort fulfillment campaign
  • Working with Target CPL and Required Response Rates

The Challenges and Key Considerations

  • Multichannel Measurement Challenges
  • Four key challenges
  • Multichannel consumer
  • Marketing silos
  • Lack of centralized data
  • Attribution
  • Meeting the challenges
  • Taking a Holistic View
  • 4 tools for a holistic view of measurement
  • Look beyond response rates
  • Benchmark your brand awareness
  • Create an engagement score
  • Measure the value of social media
  • What’s Your Brand Worth?
  • Making it work for you
  • Match engagement to sales
  • What’s a Facebook Like Worth? It Depends!
  • The Halo Effect

What to Test

  • Choose your Metrics
  • The Dashboard Trap
  • What to do with too much information
  • How do you Improve ROI? Test. Test. Test.
  • Why do we test?
  • Matrix testing
  • Incremental Channel Test Design
  • Know your Attribution Options
  • Common Attribution Methods
  • Move Toward a Unified Customer View
  • Customer Experience: Frustration and Silos
  • Cell Organization
  • Multiple Touches – One Consumer
  • Multiple Touches – Multiple Consumers
  • Change is a Problem
  • Customer Data: Change Is Constant
  • Takeaways

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.

Try:
  • “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.

Want to do even more with this topic? Join our Analytics Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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