DMA: Data and Marketing Association
Consumer Help

Campaign Analytics and Testing

Not getting it right could be devastating to the business resulting in an “opt out” or an “unlike” by the consumer regarding all future communications.


In today’s multichannel world, proper testing and assessment of content, creative, messages and channels are more important than ever before. It is all about relevance -- sending the right marketing message at the right time to the right person in the right channel. Not getting it right could be devastating to the business resulting in an “opt out” or an “unlike” by the consumer regarding all future communications.

In this session you will learn how to set up tests within the traditional and digital world including social channels, read those results and assess their ROI. We will touch on issues of inappropriate campaign attribution and how comScore, Facebook, Adobe and Google Analytics are assisting in these efforts. It will be an intense and information packed 2 days discussing everything you will need to know to drive your business forward in this complex and ever evolving multichannel world we live in.

In addition, those attending will also receive many free tools and spreadsheet applications including free test design and analysis calculators, ROI calculators and breakeven calculators.


  • Analyzing test results
  • Designing tests
  • A/B split tests
  • Multivariate and full factorial test designs
  • Testing web content
  • Shopping cart abandonment tests
  • Email marketing tests
  • Testing in the social space
  • Paid search and banner ad testing
  • Assessing campaign ROI
  • Measuring Social
  • Campaign Attribution

Course Pricing

  • dollar Member - $999
  • dollar Non-Member - $1,699

Early Bird Discount! Register up to 8 weeks prior to the start date for 20% off the above rates. Price reflected at checkout.

See DMA Member Benefits »

What You'll Learn

  • checkmark How to apply testing to your marketing campaigns to measure effectiveness and make adjustments
  • checkmark An understanding of how to take campaigns that are working to the next level and make them work even better
  • checkmark Confidence in your results- running statistically valid tests

About The Instructor

Rhonda Knehans Drake
Rhonda Knehans Drake founded the consulting firm in 1996 following more than 12 years in various information management roles. Rhonda’s background includes... Read More »

Course Duration

  • 2 days
Day 1: 9:00 A.M. – 5:00 P.M.

Current Landscape

  • What the Advertising Budget Looks Like Today
  • Forecasted Ad Spend for the Future
  • How to Allocate Your Budget

Analyzing Test Results

  • Types of Tests
  • Understanding Sampling Error
  • Reading Your Marketing Tests With Confidence
  • Setting the Appropriate Confidence Level
  • Dealing with Small Sample Sizes
  • Breaking Down Test Results by Other Attributes
  • Analysis of Variance (ANOVA)
  • Using Vlookups for Creating Our Intake Reports

Cost Benefit Analysis

  • Setting Up a Spreadsheet
  • Obtaining Assumptions
  • Calculating the Best and Worst Case ROI
  • Making Decisions Based on Testing Results

Test Design

  • Creating Your Test Plan
  • Assessing Break Even for Any Given Test
  • Determining How Much Error You Can Tolerate in Your Results
  • Calculating the Number of Impressions You Need For Your Banner Ad Campaigns
  • Calculating the Number of Emails Needed to Blast
  • Calculating the Number of Website Hits Required to Read the Results of Your New Landing Page
  • Knowing When You Can Stop Your Test From Running

Putting it All Together

  • In-Class Case Exercise
Day 2: 9:00 A.M. – 5:00 P.M.

A/B Split and Multivariate Testing Considerations

  • Rules of Test Design
  • A/B Split Test
  • Multivariate Test Design
  • Full Factorial Test Design
  • Bridging Test Results

Email Marketing Tests

  • How We Track
  • Subject Line Tests
  • Content Tests
  • Landing Page Tests
  • Metrics Defined and How They Are used in the ROI

Web Content Testing

  • How We Conduct Such Test
  • Google Content Experiments
  • Adobe Test and Target

Shopping Cart Abandonment Testing

  • Industry Best Practices
  • Why and When to Reach Back
  • How to Test

Paid Search and Banner Ad Testing

  • Setting Up a Google Adwords Campaign
  • Reading Results
  • Optimizing Your Results
  • Banner Ads

Inappropriate Campaign Attribution and the Impact on Measuring Social

  • What do we Mean When We Say Inappropriate Campaign Attribution
  • Our Challenge
  • What Google, Comscore and Adobe are Doing to Help Us
  • Is Facebook Worth the Effort?
  • Metrics to be Considered

Putting It All Together

  • In-Class Case Exercise

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.

  • “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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