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You will learn to:

  • Gain a greater understanding of direct and digital marketing metrics
  • Gauge the success and failure of your marketing activity
  • Understand the principles and the terminology
  • How to understand and apply results to maximize campaign performance
  • Budget and build the financial business case for campaigns

Course availability 

start location member non-member places left
Central London (W1W 8SS) £425.00 £450.00 10+
Central London (W1W 8SS) £425.00 £450.00 10+

NB: Prices above subject to VAT.

Course information

Principles of budgeting for direct and digital marketing
  • How to evaluate the cost-effectiveness of your direct and digital marketing activity
  • Evaluate the performance of on and offline marketing channels
  • Understand and calculate your Allowable Marketing Cost (AMC)
  • Modeling customer Lifetime Value (LTV) by source and customer type
  • Understand how recurring revenue models work and affect AMC
The building blocks of direct and digital marketing metrics
  • Maths for marketers; percentages, mean, median, mode etc.
  • How to calculate your Cost per Mille (CPM, Cost per Response (CPR), and Cost per Action (CPA)
  • Calculate your Cost per Sale (CPS) and conversion rates
  • Understand and calculate break-even point
  • Evaluate Market Share
Accounting definitions made easy
  • Introduction to accounting principals and terminology, including cashflow, yield, contribution, fixed and variable costs, Earnings Before Interest and Tax (EBIT), and Earnings Before Interest, Tax, Depreciation and Amortisation (EBITDA)
  • Understand key business finance concepts including risk, opportunity cost, Net Present Value (NPV)
  • The importance of budgets and forecasts
  • How to calculate your Return on Investment (ROI)
[Participants will be provided with a full glossary of terms to take away]
Performance measurement systems for direct and digital marketing
  • Metrics frameworks for assessing the effectiveness of direct and digital marketing
  • Identifying Key Performance Indicators (KPIs)
  • How to build a Balanced Scorecard (financial and non financial metrics)
  • Structured improvement through A/B and multivariate testing
  • How to build a test matrix and calculate minimum sample cell sizes and margin of error

Budgeting for digital marketing

How to build budgets and forecasts

Typical costs and response measures

  • How to monitor and control budgets
  • Variance analysis and managing costs
  • How annual and departmental budgets are built from campaign budgets
  • Budgeting for different growth scenarios
  • Marketing maths and working with budget holders – Top tips to get your business case approved
who should attend?

Finance for Marketers is for all who need an introduction to the key financial principles that underpin direct and digital marketing – implementers, strategists and those who have any engagement in this activity within their organization.

You will gain insights into the basic metrics involved with planning and evaluating marketing activity, and learn how to build predictive models that support evidential business cases.


Tim Hamill F IDM, Director, Data Ketchup

Tim is a founding partner of Data Ketchup, a data driven marketing consultancy specialising in getting businesses better ROI through data driven insights and improved performance.

He has held senior positions at Royal Mail, creating and delivering the strategic development of the company pre and post privatisation in media, as well as leadership in marketing, market research / insight and product development.  

An accomplished business developer, he has built multi million pound sales and partnership revenues and the teams to deliver it.

He is also an awards judge, a business mentor, a member of the IDM educational advisory board and the DMA Customer Data Council, a lecturer to post graduate students in marketing for the IDM, and he creates and runs training courses in data and marketing for a wide range of UK and international companies.

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

It's been a really useful day and I've got lots of ideas to take back with me. Thank you

Katherine Smith,
Royal College of Music

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