Direct Marketing Metrics and Analysis

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1 Accurately measure your direct marketing success and create viable marketing plans with the mathematical and analytical tools you ll learn to use at this interactive two-day workshop. Direct Marketing Metrics and Analysis The Two-Day Workshop on Applying Quantitative Methods for Analyzing and Measuring Direct Marketing Results Your trainer for this intensive two-day course will be leading marketing finance specialist Jim Facente. Learn more on page 4. PROGRAM SCHEDULE ENROLL ONLINE AT OR CALL

2 Boost Your Direct Marketing Success and Gain the Confidence You Need to Make Sound Business Decisions Who ll Be There Direct marketing professionals at every level Marketing professionals who aren t confident in their financial knowledge Finance and accounting staff who want to know how marketing math works Veteran marketers who want to refresh their skills New marketing professionals who want to eliminate knowledge gaps Sales pros Organizations who want to increase their marketing effectiveness The skills you ll learn during this workshop will easily allow you to reduce costs and increase the ROI of every marketing campaign you do. Knowledge of the financial side of marketing is an absolute must for anyone who wants to reach a higher level of success, but it won t happen unless you call and enroll in this exclusive workshop today! Understanding the numbers that drive your business is critical for executing successful direct marketing campaigns. That s why we ve created Direct Marketing Metrics and Analysis. This interactive two-day workshop takes you step by step through every math concept, definition, calculation, and analysis necessary for making reliable marketing decisions. You ll learn how to estimate promotion cost, calculate break-even points, establish profit goals, and measure response rates. And that s just the beginning. What s more, we ll give you dozens of benchmarks and averages of response rates, testing sample sizes, open rates, and more you ll know exactly what you need to make reliable, accurate business decisions. When you leave this workshop, you ll be able to create viable business plans, determine appropriate sample sizes for testing, determine acquisition costs, and more. In short you ll leave with solid mathematical and analytical skills that will allow you to maximize your ROI on every campaign. LEARN FROM A DIRECT MARKETING MATH EXPERT, JIM FACENTE With so much riding on the success of your direct marketing efforts, we know you need someone who has the real-world experience and knowledge to help you understand the key concepts of direct marketing math. Jim brings a wealth of direct marketing metrics knowledge and proven, simplified calculations and techniques to the table. You ll learn the fastest, easiest ways to calculate and analyze the math concepts necessary for creating successful, reliable marketing campaigns. GET HANDS-ON EXPERIENCE FOR MAXIMUM RETENTION! This interactive workshop is filled with dozens of real-world exercises on how to calculate profit and loss, break-even, and much more. You ll learn how to apply the mathematical concepts and strategies you learn at this workshop to every campaign you work on. You ll also discover how to analyze the data and create reports that get the buy-in you need for every idea. What s more, if there is a concept you aren t 100 percent clear about, you can get the help you need right away so you leave confident and ready to apply the skills you learn the minute you return to work. UNDERSTAND AND USE DIRECT MARKETING MATH WITH CONFIDENCE After spending two days with us, you ll have a complete understanding of direct marketing math. You ll leave with a global view of direct marketing one that allows you to make better, more reliable business decisions with more confidence. You ll gain the critical skills necessary for maximizing ROI and minimizing cost. Don t put it off register today and start looking at your marketing campaigns from a different angle! THIS IS A ONE-OF-A-KIND OPPORTUNITY DON T RISK MISSING OUT! 2 ENROLL ONLINE AT OR CALL

3 Your Comprehensive Course Agenda REGISTRATION AT 8:30 A.M. DAY 1 COURSE HOURS: 9 A.M. TO 4 P.M. 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, productspace 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! BRING THIS WORKSHOP ON-SITE. For more information, call our Business Training and Development Services department at or go online at An enormous amount of information presented in a meaningful way. J. Orr, Director of Marketing informative and packed full of useful information and techniques. D. Brown, Marketing Project Manager Really taught me to see marketing strategies in a new light. M. Anastos, Marketing SPECIAL GROUP DISCOUNT: WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 3

4 4 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. Jim Facente Learn the key concepts of direct marketing math from one of the most trusted authorities in the nation! SPECIAL GROUP DISCOUNT: TO ENROLL... Register online at Training.com Fax the completed registration form to Attend this insightful two-day course and you ll WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! Call toll-free or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box Kansas City, MO Eliminate the embarrassment of not knowing what the numbers mean Know exactly how effective your marketing spending is Increase your ability to read and analyze critical response data Understand the basic mathematic concepts behind every marketing campaign Make better decisions using correct marketing ROI information Gain a more global view of direct marketing Measure what really matters in direct marketing and calculate it correctly Learn what drives the economics of direct marketing Discover what lifetime value is and why it s so important Add another valuable tool to your arsenal of professional skills Know the difference between promotional costs vs. advertising costs Measure each marketing activity to maximize sales and minimize costs Justify the value of your marketing efforts to your senior executive team

5 REGISTRATION FORM 1. Names of Attendees (Please list additional registrations on a separate sheet and attach.) 1. Mr./Ms. Title City/Event #: Address 2. Mr./Ms. Title City/Event #: Address WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 2. Company Information (Please Print) *Phone required in case of last-minute changes. Organization Address Mail Stop *Phone City State ZIP Approving Supervisor: Mr./Ms. Title Address **Fax **Your fax number will be used to send confirmation of your registration as well as to notify you of upcoming events in your area and provide you with special discounts and offers available exclusively to RUCEC customers. SCHEDULE HOTEL ACCOMMODATIONS Hotel accommodations must be placed directly with the hotel. Reservations will be taken on a space-available basis only, so early reservations are recommended. 3. Method of Payment If you have registered by phone, please record your confirmation number here:. Check payable to Rockhurst University Continuing Education Center, Inc. is enclosed. SD, CT and WV residents, please add applicable sales tax to your payment. If you are tax-exempt, enter your tax-exempt number here: and attach a copy of your tax-exempt certificate. Charge to: MasterCard VISA American Express Discover Diners Club Card No. Exp. Date Signature Bill my organization; Attn: (Note: Full registration fee due and payable prior to start of workshop) Our purchase order is attached (government, educational and health care organizations only) 4. Important: Your VIP Customer Number Fill in your VIP Customer Number as it appears above the name on the mailing label. (Record the number even if the label is addressed to another individual.) Enrollment Fees & Group Discounts GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE! CANCELLATION: If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to ten business days before the workshop, your registration fee will be refunded less a $10 enrollment charge. FED ID #

6 This information-packed, two-day training event delivers the latest, most insightful direct marketing math strategies, including: Quantitative factors that determine your direct marketing success Accurately calculating costs and profits Gauging promotion costs Key elements of building Continuous Purchasing Relationships Direct Marketing Metrics and Analysis The Two-Day Workshop on Applying Quantitative Methods for Analyzing and Measuring Direct Marketing Results Essential long-term planning for your business Identifying your break-even points Understanding critical differences between direct marketing finances and alternative mediums Create viable business plans faster and easier P.O. Box Kansas City, MO Need to correct name, title or address? Did you receive duplicate brochures or want to be removed from our list? Please fax the mailing label with corrections to or mail to us at 6901 West 63rd Street, Shawnee Mission, KS , Attention: List. Allow 15 weeks for processing. Nonprofit U.S. Postage PAID Rockhurst University Continuing Education Center, Inc. Time-Sensitive Material Increasing the reliability of your data And much, much more! ENROLL ONLINE AT OR CALL Take advantage of our early bird enrollment and group training discounts. See page 5 for details. VIP #

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