DMA: Data and Marketing Association
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Course Details

Data-Driven Analytics & Testing

Learn why some campaigns work and others don’t in this module that gives specific and detailed guidance on how to use analytics to drive your business forward.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

The testing and analytics of marketing campaigns provides better understanding as to why some campaigns work, while others don’t. This module gives participants specific, detailed guidance on how to use analytics to drive your business forward. Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and using attribution models to overcome challenges such as multichannel touchpoints and multiple screens. You’ll get a “how-to” guide on effective research and testing techniques, plus a detailed explanation of how to test across different direct marketing channels and what metrics to utilize.


  • The types of data available to you and suggestions about where you can find additional data
  • Importance of KPIs
  • Recognizing and placing value on channels that are producing desired results and knowing when to test and focus on them
  • Proper sampling techniques
  • How to set up multivariate tests
  • When you should and shouldn’t be concerned with factorial test design
  • Statistical significance vs. marketing significance
  • Ad networks and display
  • Email marketing and email metrics


Perry Drake
Professor of Digital and Social Media Marketing University of Missouri, St. Louis Read Biography »


  • About Data Today
    • What is Smart Data?
    • Analyzing Smart Data
  • Demographic and Psychographic Data
    • Traditional marketing data
    • Psychographic data
  • Behavioral Data
    • Cookie refresher
    • Know where you customers live
    • Digital footprint
    • Behavioral data and analytics
  • Attitudinal Data
    • Surveys
      • What you need to test
    • Contact centers
    • Social
    • Attitudinal data and analytics
  • Locating Data
    • Internal data sources
    • External data sources
  • Getting Started: KPIs
    • Organizing data and matching to KPIs
    • KPI test sources
    • What if your test fails?
    • Test duration calculator
    • Email example

Modern Marketing Intelligence

  • Attribution: Where do you invest your marketing spend?
    • What is marketing analytics?
    • Why is marketing analytics important?
    • Why marketing analytics matter
    • Data capture
    • Customer touchpoints
      • Last touch
      • Attribution modeling
      • First touch
    • Attribution funnel
    • Which model might be best for your campaign
    • Why one model vs. another
    • Cross-channel attribution
    • Interactive attribution
    • Attribution challenges
  • Campaign Testing
    • Why we test
    • A/B split testing and multivariate testing
    • Sampling methods
  • Campaign Analytics
    • Analyzing test results
    • Understanding sampling error
    • Confidence intervals
    • Sample size determination
    • Tolerable error variance

Direct Marketing Testing and Analytics

  • Web
    • Steps to split testing your website
    • Split testing your website
  • Display
    • Banner ad metrics and testing
    • DoubleClick example
    • Testing for the advertiser
    • What is a click worth?
    • What does a click cost?
    • DoubleClick campaign reporting
      • Discrepancies
    • PPC
      • Paid search ad metrics and testing
      • Organic search is not enough
      • Daypart your test results
      • Test placements options
      • Google network options
      • Landing pages
      • Tracking ads and conversions via reporting
      • Create your own PPC ads
      • Guidelines to writing good copy for PPC ads
      • Paid search discrepancies
      • Measuring attribution
      • Retargeting your web traffic
    • Social
      • Facebook
      • Twitter
      • Bit.ly
    • Email
      • Email metrics
      • Bounces
      • Being a good sender
      • Email test example
      • Caution regarding open rates
      • Repeat opens
      • Acquisition testing strategies
    • The Five Rules of Test Design for Direct Mail
      • Include a test panel
      • Back test package changes
      • Test each change in a package separately
      • Test for only meaningful element interactions
      • Define the universe for testing carefully

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.

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