Data Analysis in Direct Marketing

The 'Analytics In Direct Marketing Workshop' is designed to provide delegates with an understanding of the analytical techniques and methods used within the direct marketing arena - from strategy development through campaign planning to post-campaign analysis.

The workshop is interactive with delegates undertaking a series of exercises both in groups and individually to optimise the learning experience.

Who is this for?

For direct marketers, on completion of the workshop they will have an understanding of how to develop effective campaign test matrices as well as being able to interpret basic statistical significance tests and how to undertake a comprehensive campaign analysis. They will also have a basic understanding of the more advanced analytical techniques and most importantly when and where to use them.

For analysts, the workshop provides a much more comprehensive view of the campaign life cycle and where analytics fits in to the marketing process - processes to which previously they may have only been partially exposed to.

Workshop Content

BASIC STATISTICS
This section covers the fundamental statistical measures that underpin many of the analytical techniques covered during the day. Topics covered include how to calculate mean, standard deviation and standard error. Delegates undertake exercises to consolidate their understanding.

PROFILING
This section covers how to interpret a profile report and how profiles are used to drive direct marketing activity and strategy.

CAMPAIGN PLANNING
Delegates undertake a series of exercises aimed at ensuring campaigns are planned to ensure analytical robustness post execution. Several areas and techniques are covered:-
• Developing robust campaign cell matrices.
• How to ensure effective test cells and sizes are derived.
• Comparison of different sampling methods.
• How to set up test cells for comparing different targeting methods.

CAMPAIGN ANALYSIS
This section contains several exercises to help delegates produce and interpret full campaign analyses. Topics covered:-
• Comparing Response Rates between campaign cells.
• Identifying Campaign Success Measurements.
• Producing a Cost Per Account Analysis.
• Delivering and interpreting a full ROMI (Return on Marketing Investment) analysis.

LIFETIME VALUE
This brief section provides an overview of why companies attempt to calculate customer lifetime value and how they do this.

OTHER COMMON TECHNIQUES
Delegates learn about two other commonly used techniques within direct marketing - trending (time series analysis) and gains Charts.

PREDICTIVE MODELLING & SEGMENTATION
In the last topic area of the day delegates learn about the most common advanced statistical used in direct marketing and, most importantly, when and where to use them.
Specific areas covered:-
• Predictive Modelling regression, Logistic Regression &
CHAID analysis).
• Segmentation (Cluster Analysis & CHAID).