Maximising Campaign Performance training course

Whatever your campaign objectives, everybody wants to get the most from their direct marketing budgets, particularly at a time when budgets are tight. This practical one-day training course has been designed to help you do just that. via a series of practical sessions and exercises our expert training course tutors will take you through a simple data driven approach to helping you work out what’s important and what’s not when it comes to campaign planning, testing and evaluation, whatever the media.

The key to campaign success is understanding your customers; what they look like and how they behave. This information can then be used to drive all business activity, from acquiring new customers that will deliver a high lifetime value through to identifying those customers from whom you can generate incremental revenue.

As we will be looking at data analysis from a planning and evaluation perspective, no statistical knowledge is required.

Who should attend Maximising Campaign Performance?

Campaign managers and executives, accounts handlers and data planners.

How will I benefit from this training course?

You will be able to improve the performance of your marketing campaigns by better identifying your target audience and directing your marketing spend to where it is likely to have the greatest effect.

Outline programme for Maximising Campaign Performance

Using data to drive the business forward

• Understanding the business you are in and who your customers really are
• How to identify what you need to measure
• Using direct marketing metrics to set realistic objectives, targets and budgets
• Calculating how much you can afford to spend on a new customer
• Understanding how and when to use lifetime value analysis

Using data to learn more about your customers

• Using customer segmentation and predictive models to get better results
• Enhancing your data from third party sources
• How cluster analysis works and how you can use it
• How to select the best people to mail: segmentation v scoring
• Using data on existing customers to find new ones

The what, when and how of testing

• Understanding the benefits of testing
• What’s worth testing and what’s not
• Constructing a test matrix for direct mail and email
• How to test in other media
• Understanding the ‘response cycle’ and calculating a reliable sample size
• Predicting what’s likely to happen next time around and what impact this will have on your campaign profitability

Evaluating your results and applying to future campaigns

• So …which ‘half’ worked? A simple guide to reviewing your test results
• Using statistical techniques to learn more about who responded and who didn’t
• How a CHAID model works and how to interpret one
• Using gains tables and charts to improve your campaign performance next time round
• Planning for future campaigns

Free Campaign Calculator Tool for all delegates

• Simple and easy to use
• Calculates in an instant minimum test cell sizes and significance of results

Training course tutors

Jane Cave is one of the most respected strategy and planning consultants in the direct marketing industry. She has a prolific track record of success in the B2C and B2B sectors. Jane has worked both agency and client side on everything from fundraising for political parties and charities to developing and managing fully integrated campaigns for companies such as Volvo, HSBC and the FT. She has developed segmentation strategies, built relational databases and designed acquisition and relationship communications programmes. Jane is a founding partner in Jam, a direct and digital strategy solutions consultancy.

Jane is also a training course tutor on How to Plan and Manage Campaigns and also the following IDM Marketing Qualifications: IDM Diploma in Digital Marketing IDM Diploma in Direct and Interactive Marketing IDM Certificate in B2B Marketing IDM Certificate in Digital Marketing

David Bottomley has been running his own analytics company since 1999 and has extensive experience of building statistical models within a direct marketing context. His speciality is utilising statistical methodologies to help clients develop a greater understanding of their customers' behaviours and motivations and to refine their direct marketing targeting and communications programmes. His recent clients include UIA, UPS, Acquity, British Heart Foundation & HSL. A psychologist by training, David obtained his PhD in Applied Psychology in 1992 and – prior to setting up his consultancy – held a number of academic and governmental posts.

Dave is also the training course tutor for the IDM's Understanding Data Analysis in Direct Marketing training course

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