I. Introduction to Direct Marketing Metrics and Analysis
In this initial session, we’ll introduce you to key concepts of direct marketing metrics and analysis. You’ll learn essential success factors of direct marketing campaigns, key measures for profit and response rates, key relationships that drive the metrics of database marketing, and the basic mathematical framework for all direct marketing programs.
II. Establishing and Analyzing Campaign Cost
You learn why your campaign cost is your most critical piece of information and how it is calculated. This session will break down fixed, variable, test, and overhead costs and show you how to distribute each of them. You’ll also learn how to establish and calculate profit goals.
III. Establishing Break-even Goals and Calculation Strategies
This session will immerse you in everything that is break-even. You’ll see how to establish break-even goals based on campaign cost and profit goals. You’ll learn the variable costs of break-even and simple shortcuts for calculating break-even and profit goals.
IV. Evaluating Response Rates
Jump into the most important part of your marketing efforts – who’s responding. You’ll learn how to calculate response rates and when and how to apply multiple contacts to boost response rates. We’ll also show you how to estimate and measure the response rates you need for maximum profit.
V. Multiple Inquiry Conversions
You’ll learn key drivers and calculations of multiple inquiry programs, plus see when they are most likely to work. We’ll also cover the advantages of multiple follow-ups based on medium used and when you should test it.
VI. Multichannel Marketing
You’ll learn how to establish campaign cost, break-even and profit goals of multichannel marketing campaigns. You’ll learn how to evaluate the individual channels and the total campaign. The breakdown will show you how to spot strengths and weaknesses in the mediums used to improve the whole campaign.
VII. Determining Your Customer Value
This section will cover the essentials for calculating continuous purchase relationships, lifetime value of customers, and the broadstrokes of financial modeling. You’ll also learn how segment, profile, and characterize responders to campaigns.
VIII. Analysis: What Your Data Is Telling You
You’ll learn how to interpret key calculations of break-even, profit goals, response rates, product-space analysis, and more. We’ll also show you key benchmark costs and responses of direct marketing campaigns. You’ll know where you are and where you need to go in your own marketing efforts.
IX. Essentials of Professional and Effective Reporting
This session will teach you important concepts in effective reporting, from layout to the information you want to include. You’ll also see what to do with uncoded orders and responses. We’ll also tell you when and how often to audit your database.
X. When and How Often You Should Test
Testing is crucial to improving your direct marketing efforts. In this session, you’ll learn when to test and how to calculate test results. We’ll also cover the sample size necessary to ensure a high confidence level in test results.
Bring A Calculator – You’re Going To Need It!
But don’t get the idea that you’ll just be sitting and listening to Jim give a lecture. We’ve packed this interactive seminar with two days worth of eye-opening and informative exercises that let you practice what you’ve learned right on the spot. Make sure you bring a calculator so you have the chance to participate fully in this interactive training event!
Jim Facente
Learn the key concepts of direct marketing math from
one of the most trusted authorities in the nation!
A respected expert in direct marketing metrics and analysis, Jim simplifies the most complex material for easy understanding and immediate application.
Jim Facente has steadily thrived in the marketing industry. As an owner of his own business plus 20 years as an adjunct professor to top business schools, Jim appreciates how difficult understanding and using direct marketing math can be. He also knows how important it is for creating successful, reliable marketing campaigns.
With so many direct marketing campaigns showering us every day, Jim knows that the responsibility of creating measurable, successful marketing programs often rests directly on the marketing department – people just like you!
A humorous and experienced trainer, Jim’s client list includes some of the most recognizable names in their industries, including Merrill Lynch, Caterpillar, Mitsubishi and the Travelers Insurance Company, just to name a few. His practice as an adjunct professor and business pro has given him a unique training style of practitioner and not just lecturer. He brings valuable insight and real-world experience to create an interactive classroom atmosphere that his attendees find both enlightening and interesting.
When you attend one of Jim’s workshops, you’ll work hard at understanding and using the quantitative concepts associated with direct marketing. Jim is serious about his passion for marketing and math, and he’ll show you why it is important to create a synergy between the creative and the data sides of direct marketing.
You’ll leave this workshop full of straightforward strategies and techniques for using the numbers that drive your business to measure, calculate and analyze every aspect of your direct marketing efforts. His hands-on approach will allow you to try every calculation for immediate retention and easy application. Don’t pass up this opportunity to learn direct marketing metrics in a clear, concise, and easy-to-understand manner from a gifted trainer and industry expert.
*We reserve the right to substitute a trainer of equal quality.
