RW
CONSULTING
Articles & Speeches
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Articles Uncovering the Source of Internet Orders Take Steps to Strengthen E-Mail Lists Measuring Across Sales Channels Add Value When Performing Square Inch Analyses Make the Most of BTB's Unique DM Quantities How Complete Is Your Marketing Database? Build a DAM and Recognize CRM's Limits Take Steps to Strengthen E-Mail Lists Decision Support Tool Should be a Friend? Has Marketing's Golden Age Arrived? How to identify and overcome the four major challenges of B-to-B marketing Books Speeches Fostering a Strategic Commitment to Analysis
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Speaking Engagements
August 11-12, 2008 New York, NY DMA Conference Center
November 3-4, 2008 Chicago, IL Allerton Hotel
April 27-28 Atlanta, Georgia Microtek
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The DMA
Direct Marketing Math & Finance
Seminar
Get the Know-how You Need to Measure Your Direct Marketing Effectiveness At this seminar, you will achieve a basic understanding of the mathematical and financial principles underlying direct marketing. This knowledge will help you make wise decisions based on the "numbers" side of direct marketing.
Here's What You'll Learn
In only two days, you will achieve an understanding of the basic mathematical and financial principles that underlie virtually all direct marketing businesses. The course content covers such measures and concepts as response rates, cost per order, break-even, and lifetime value of a customer, which you need to know about in order to strengthen your business.
You'll also learn how to:
•Develop comparative response measurements •Determine the profitability of your business •Analyze sales performance •Hold your own when discussing the dollars and cents of direct marketing •Experience greater success in the most quantitative of all marketing methods - direct marketing
Who Should Attend?
•Decision-makers and implementers responsible for "the numbers" in a direct marketing organization •Beginners who need the basics of direct marketing math •Professionals on both the client and agency sides •Printers and other support services
Anyone acquiring or launching a direct marketing business, as well as everyone involved in financial decision-making, will profit from this seminar.
Outstanding Bonus for All Attendees!
Each attendee will receive a workbook packed with valuable material for continued reference back on the job. It includes proven techniques, checklists, guidelines, and a wealth of other methods for improving your company's results (plus ample space for you to take notes and highlight new ideas as they are presented during class discussion). This workbook alone is worth the price of this course. In addition, each attendee will receive a diskette with spreadsheets containing formulae presented in the seminar.
