Critical Math & Finance Skills for Direct Marketing Driven Organizations
An Introductory Two-day Intensive Seminar

For many marketers, "number crunching" is often an anxiety-riddled exercise. However, marketing and sales is a numbers game. Learn how to calculate key business drivers to optimize costs and deliver better profits. This hands-on seminar examines some of the basic formulas and special arithmetic used in direct marketing driven companies.

Learn key marketing formulas, calculate direct campaign metrics, and interpret segment trends. You'll also be able to calculate ROI and become more comfortable with quantative direct marketing terms. The math concepts covered are applicable to marketers of all products and services in both B2C and B2B industries. Quantative skills are becoming increasingly important for all marketers, so don't get left behind.

Participants Will Learn To:

• Easily calculate and explain campaign metrics;
• Calculate ROI and become more comfortable with financial, accounting and marketing terms;
• Use formulas and marketing frameworks to help you get to the root problem, clarify issues and solve problems quickly;
• Be more comfortable with top-line calculations and the art of estimating

Seminar Features Include:

• Practical in-class exercises;
• Small class size with one-on-one assistance;
• Take home handout materials and a customized Math workbook for future reference.

Who Should Attend:

• Marketing coordinators and managers;
• Product managers;
• Anyone in direct marketing, advertising who designs marketing strategics and marcom programs;
• Those new to business with 1-3 years experience in a marketing role;
• This course is especially invaluable to those who just started working in marketing, accounting or analysis.

Take Back Strategies on How To:

• Write a business case justification with numerical support;
• Budget more accurately;
• Focus on the most important metrics.

Seminar Outline

General Business Principles

• Overview of marketing and sales processes
• Business glossary
• Accounting concepts glossary
• Financial concepts glossary
• Direct marketing glossary
• Market data trends
• Key performance indicators for marketers and their importance
• Interpreting research data
• Product and sales calculations
• Using visual diagrams to assist with analysis
• Benchmarks

Analyzing Direct Marketing Programs

• Vehicles and key metrics
• Calculating campaign success
• Financial statements
• Writing a two-page cost-benefit justification
• Financial payback calculations
• Variability of metrics by deciles
• Statistics made easy
• Internet benchmarks

Advanced Techniques and Other Useful Calculations

• Key forecasting elements/factors
• Math used for testing
• Tips for budgeting
• Exploratory data analysis
• Sensitivity analysis
• Advanced techniques
• Net present value applications
• Software programs
• ROI
• Simple ROI calculations
• Campaign ROI
• Program ROI
• Sample size

Seminar Instructor

Marketing professor and seminar leader, Geoff Linton, blends over 15 years of applied industry experience and best practices research into practical tips on prospecting, lead management and sales. Geoff has worked on all sides of the marketing fence in client and agency roles such as: engineering consultant, director of marketing at a high tech company, product management, IMC design, database marketing planning and sales consultant. His industry sector experience includes: manufacturing, high tech, financial services, consumer packaged goods, telco, retail, and entrepreneurial businesses.

Currently, Geoff is Vice-President of a direct marketing agency called Inbox Marketer Inc. and he also teaches at Conestoga College. He holds both a P.Eng and MBA from Queens University and is known for his expertise in measured marketing.