DMA: Data and Marketing Association
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Course Details

Fundamental Measurement

Learn how to calculate marketing metrics like ROI, Lifetime Value, Customer Acquisition Cost and more.

$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

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.

New Title

  • 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


Chuck McLeester
Direct/Relationship Marketing Strategist Measured Marketing LLC Read Biography »

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

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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