Measurable Marketing
This workshop, taught by Derek Glass, is designed to provide marketing professionals with the tools you need to breeze through the mathematics of marketing, even if you're not a numerical genius.
Who Should Attend This Course
Client or agency side, this course is designed for marketers who need to understand marketing results. Past attendees include Marketing Managers, Senior Account Managers, Business Development Managers, Product Managers and Account Executives.
Why You Need To Do This Course
The marketing environment is an increasingly accountable one. Budgets are determined by past results and management demands visible effects on bottom-line profits. Having a grasp of the financial side of marketing is no longer an option, it is a necessity! Derek Glass, international speaker and direct marketing analytics guru, will arm you with the tools you need to tackle the numerical issues marketers face on a daily basis.
And if you are Numerically Challenged ...
...don't worry. This course is designed for marketers, not mathematicians. You will be provided with clear, easy to follow tools and instructions - all you need to bring is a calculator and a clear mind.
Who is Derek Glass?
Derek is an American direct marketing consultant based in Sydney, Australia. He is a widely recognised expert in database marketing analytics and direct marketing strategy. A regular visitor to New Zealand, Derek is strategic advisor to New Zealand Post and works with many of the country’s top direct marketers, including ACP magazines, Air New Zealand, BNZ, Fly Buys, IHC, Pumpkin Patch, Mitre 10 and several others. Derek also teaches the Marketing Association’s Database Intelligence course and writes regularly for DLB Magazine.
Course Content
Day One
Section 1 - Key Measures of Direct Marketing
- Return on Investment (ROI)
- Response rates
- Average purchase
- Cost per sale, lead or inquiry
- Gross and net per thousand
- Target audience and potential audience
- Reach, frequency and impact
- Ratings and station shares
- TARPS
- Weighting and indexing
Section 2 – Measuring Results across Marketing Channels
- Direct mail
- Telemarketing
- Television & print
- Email
- Google
- Marketing channel synergy and cannibalization
- Isolating and measuring results by channel
Section 3 – Advanced Measures of Marketing
- Breakeven calculations
- Calculating incremental sales
- Diminishing marginal returns
- Response tails
- Default sales and proportional allocation of sales generated by multiple channels
- Projection curves and response forecasting
Day Two
Section 4 – Marketing Statistics
- Margin of error
- Sample size calculations
Section 5 – Testing and Experimental Design
- Block design
- Factor analysis
Section 6 – Customer Relationship Marketing, Attrition and Retention
- Two-step lead conversion
- Multi-step sales conversion
- Attrition and retention modelling
- Trailing revenue modelling
- How to calculate tenure
- Quantitative analysis of retention strategies
Section 7 – Financial Analysis & Modelling
- Margins
- Contribution to promotion and profit
- Allowables
- Net present value, (or lifetime value) models
Course Dates
Auckland
When: Monday 18 & Tuesday 19 August, 9.00am - 5.15pm
Where: Crowne Plaza, 128 Albert Street
Wellington
When: Wednesday 20 & Thursday 21 August, 9.00am - 5.15pm
Where: James Cook Hotel, 147 The Terrace
Investment:
Marketing Association Member $995 + GST
Non Member $1295 + GST
Price includes refreshments, lunch & all course materials during the workshops.
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