Direct Marketing Metrics: Measuring Response, ROI, & Other Critical Factors

Course Overview

Discover how to calculate acquisition and retention campaign metrics with step-by-step examples and exercises.  You’ll learn basic direct marketing math and finance analysis and learn how to apply this new knowledge for your company’s benefit.

Course Content

Become skilled at tracking and monitoring your direct marketing using basic metrics to measure response.  You’ll find out how to calculate both customer acquisition and retention metrics for online and offline marketing.

 Acquisition campaign metrics
• Numbers to count
• Costs to consider
• Rates
• Direct mail specifics – merge/purge monitoring
• Sales rates
• Shipping and handling isn’t free
• Costs
• Trends
• Offline sample problem
• Offline analysis example
• Online sample problem
• Online analysis example
• Acquisition problem set and test

Retention campaign metrics
• Numbers to count
• Time periods
• Rates
• Trends
• Catalog space/page analysis
• Retention sample problem
• Retention example
• Retention problem set and test

Putting direct marketing results into context
• Track results against 3 major goals
• Factors influencing results
• 3 leverage points