Direct Marketing Association Seminars
The Data & Marketing Association presents

Direct Marketing Math & Finance Seminar On-Site Training

This on-site training class is also available as Public Schedule Seminar.

Making decisions that ensure the financial success of direct marketing programs is no easy job. Learn key direct marketing measures and concepts that will help you think and respond more effectively … and get better results.

Course Description/Agenda

Master the basic mathematical concepts you need to calculate response rates, cost-per-order, breakeven, and lifetime value of a customer and avoid the risk of potentially major – and often preventable – loss. In two days, you’ll learn direct marketing “arithmetic” you can apply to maximize the profitability of all types of direct marketing programs – those involving continuity or repeated purchases or payments, lead generation and conversion, and catalog or other product sales.

Benefits of Attending

Attend and you’ll gain knowledge you’ll use throughout your career.
  • Identify economic factors that drive marketing profit and loss
  • Calculate breakeven and profit or loss using costs and factors right for your business
  • Establish what metrics are the best measures of success
  • Ascertain what your customers are worth and how much to spend to acquire new ones
  • Track responses in all media, including the Internet.
  • Determine which statistical formulas to apply to predict future behavior

You’ll need only basic arithmetic: +, -, x, and ÷. No complex math here – just practical tools presented in a language anyone can understand.

Who Should Attend

Anyone who needs to understand what it takes to make a direct marketing program financially viable. This seminar will prove invaluable to you if you’ve recently begun working in any of the following functional areas of direct marketing:

  • Marketing
  • Analysis
  • Accounting
  • Advertising

You will also benefit from attending if you’re a professional working for any of the following support firms serving direct marketers:

  • Advertising Agencies
  • Printers
  • Service Bureaus
  • List Brokers

This course is especially important for anyone who is new to direct marketing or who needs to learn basic mathematical and financial DM concepts. Even experienced direct marketers will pick up new ideas.

Past attendees have represented catalogers, retailers, publishers, financial services providers, high-tech companies, and telecommunications providers.

Why You Should Attend

Before starting a project, you need to ask and answer questions like these to avoid the risk of a potentially major – and often preventable – loss:

  • What response rate do I need to make money?
  • Can I afford to lose money on a new customer?
  • How do I calculate how much money I make on each sale?
  • How can I better track Internet orders to their true source?
  • What sort of information should be on a response report?

Attend DMA’s Direct Marketing Math and Finance Seminar and gain the proven tools you need to answer these and other key financial questions – and ensure the bottom line success of every project.


  1. Attendees get FREE access to several of the useful Excel worksheets presented in the seminar.

  2. You will receive a workbook packed with valuable information you can continually reference back on the job. It includes proven techniques, checklists, guidelines, and a wealth of other methods for improving your company's results. Plus, there is ample space for you to take notes and highlight new ideas as they are presented during class discussions.

    Attendees tell us this workbook alone is worth the price of admission!


DAY 19:00 A.M. - 5:00 P.M.

Please arrive 30 minutes earlier than the start time to register. Continental breakfast will be served.

Gain an intensive introduction to the economic framework of all database marketing programs

Understand Which Values Determine the Success or Failure of Database Marketing Businesses

  • 3 key numbers that determine a program's success
  • Key response and profit measures every direct marketer must understand

Learn to Use The Right Promotion Costs to Fairly Evaluate Program Success

  • When, why and how to account for test costs and overhead
  • How to fairly assign a cost to Internet promotions

Calculate Contribution to Promotion Cost and Profit

  • What is contribution to promotion costs and profit? Why is it so important?
  • How should you calculate and use contribution to determine profit or loss?
  • Ways to put these numbers to work for you

Learn Different Approaches to Determine Breakeven, Profit, and Loss

  • When to use variable costs only to calculate a profit or loss
  • How to calculate the response rate you need to reach a profit or acquisition cost objective
  • Math shortcuts to quickly and easily calculate the response rate needed to break even or to meet a profit or acquisition cost goal

Benchmark Common Cost and Response Measures

Determine What it Costs to Acquire a New Buyer and How to Compute this Amount

Examine and Compare One-Step vs. Two-or-more-step Inquiry Conversion Efforts

  • When to test and how to calculate cost and profit
  • Avoid common mistakes made in multistep and industrial inquiry follow-up
Networking Opportunity:
Lunch will be served each day to facilitate networking with your peers.

DAY 28:30 A.M. - 4:30 P.M.

Increase your confidence when using advanced techniques and calculations, lifetime value, and basic statistics.

Assess the Profitability of Multiple Contacts

  • Re-mails: Are they worth it?
  • Can you afford additional nonselling pre- and post-mailings or e-mail messages?
  • Guidelines for evaluating the value of collection, inquiry conversion, and other serial promotions
  • Discuss response curves that apply to most media

Analyze Catalog Item Sales

  • How the catalog pros measure item performance and profitability
  • Creative approaches to evaluating item sales patterns that can increase catalog profitability
  • Factors to consider when deciding whether to expand, contract or spin off a catalog

Do the Math of Continuous Purchase Relationships

  • Key program drivers of clubs, insurance, subscriptions, financial and telecom services, fundraising, and other continuous customer purchase relationships
  • How to answer confusing questions that come up when determining allowable member/subscriber/donor acquisition cost
  • Learn how to calculate the average number of payments, shipments or renewals needed to break even and to make a profit

Put Financial Modeling to Work

  • How projecting your business over the long-term can really pay off
  • What elements to include in good business models
  • Why all Businesses Should Compute Customer Lifetime Value (LTV)
  • What many direct marketers don’t understand about the term “lifetime value”
  • Several approaches to accurately estimate customer LTV
  • How understanding key assumptions, caveats, and pitfalls will help you make better projections
  • Planning a CRM program? The important role LTV plays

Design Reports With the Information Essential to Good Decision-Making

  • Elements of good report design
  • Unknown source Internet and mail orders: How to better track the true sources of these orders
  • Sample layouts for good reports
  • How database audits can provide you the assurance you need to p


    More Seminar Information

    The Data & Marketing Association
    Direct Marketing Association Seminars

    Delivery Method

    On-Site Training On-Site Training

    Also Available As

    Seminar Seminar

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