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


1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
22/11/19 London (W1W 8SS) £510.00 £599.00 15
20/03/20 London (W1W 8SS) £510.00 £599.00 8

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 a 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 organisation.

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 consultancy specialising in getting businesses better ROI through data driven insights and solutions. The company has recently added a powerful data driven SEO capability, and is now helping companies get fast, relevant and effective results.

He has held senior positions at Royal Mail, supporting the strategic development of the company pre and post privatisation, covering marketing, commercial development, Sales and partnership development.

He ran the Mail Media Centre where he significantly increased engagement with UK top 100 advertisers and their agencies through research, product development, marketing channels and new industry partnerships.

Recent highlights have been the successful launch of a brand new media and data planning division at Royal Mail which is successfully working on an ongoing basis with some of the UK’s biggest advertisers, and winning awards.

He is a member of the Institute of Direct and Digital Marketing Data Council, a member of their educational advisory board, and is also a tutor on IDM courses, and has been an awards judge for the DMA.


London (W1W 8SS)


A very enjoyable & informative session. Thank you Tim. Lots to go away and think about.

Tim was super engaging on a potentially dry topic with lots of practical and interesting examples - I am excited to put what I learned into practice.

Laura Johnston,

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