Search:
Home > Marketing >
Cover image for Direct Marketing Quantified: The Knowledge is in the Numbers by Gary Hennerberg
Direct Marketing Quantified: The Knowledge is in the Numbers
http://store.directmarketingiq.com/resize?po=/images/DMIQ_DirectMarketingQuantified_L.png&bw=200&lr=t

Direct Marketing Quantified: The Knowledge is in the Numbers

Item #:
Energize your knowledge of direct marketing quantification and take your business to a new level of profitability and success.

Gary Hennerberg has developed the formulas, analyses and models revealed in this book from over 25 years of experience working with blue-chip direct marketing companies.

In 14 easy-to-read chapters, Direct Marketing Quantified will lay out step-by-step profit-building and cost-saving methodologies, including:

• Allocating Your Sales Dollar
• Determining Allowable Marketing Cost
• Forecasting Long-Term Sales Value
• Determining Future Breakeven
• Evaluating Circulation Performance
• Applying ZIP Code Models
• Building Response Projection Models
• Developing Customer Segmentation/Analysis Plans
• Reading Test Results

Price: $195.00

Quantity:

Description

Energize your knowledge of direct marketing quantification and take your business to a new level of profitability and success.

Gary Hennerberg has developed the formulas, analyses and models revealed in this book from over 25 years of experience working with blue-chip direct marketing companies.

With this book, you will have the resources and insight to establish your course, quantify your objectives, measure your effectiveness, and use extra tools to increase your profitability.

Fourteen chapters are packed with how-to information that’s easy to read and practical to apply to any direct marketing business.

Table Of Contents

Phase 1: Establishing Your Course

1) Marketing Portfolio Management
Sets the stage for the importance of marketing to provide a reasonable Return on Investment (ROI) and lays the groundwork for understanding low, medium, and high risk marketing investments.

2) Allocating Your Sales Dollar Establishes cost categories and profit a sales dollar must cover: cost of goods sold (COGS), fulfillment, overhead, marketing, and contribution to profit. Marketing expense definitions and considerations for how you look at marketing costs are outlined.

3) Defining and Establishing Breakeven Tolerance Defines four ways to view breakeven; guidelines for what length of time you should define as an acceptable point to breakeven.

Phase 2: Setting the Bar

4) Allowable Marketing Cost
How to establish what response rate must be achieved to meet profit objectives if you must make money from your first sale.

5) Lead Generation Allowable Marketing Cost Understanding the response rate you must achieve when using a two-step marketing program to first generate leads and convert those leads in the second step. Also described is a step-by-step allowable marketing cost guide for use when developing a lead generation program for sales people.

6) Forecasting Long-Term Sales An essential model to create if you bring new customers on at a loss and expect those customers will become profitable at a future date.

7) Forecasting Future Breakeven How to use your Long-Term Sales model to project at what future customer contact you will breakeven.

Phase 3: Measuring Effectiveness

8) Allocating Orders from Unknown Sources
Virtually every marketer has orders from unknown sources. This chapter explains how to allocate unassigned orders back to marketing programs for more comprehensive analysis.

9) Drawing Lines in the Sand of Circulation Analysis How to “draw the line” in prospecting circulation analysis when using weighted averages of cumulative sales, cumulative circulation and an allocation of unknown orders. This chapter reveals how you can determine the exact dept

10) ZIP Code Model Process and Methodology After you have determined where to draw the line in your circulation plan, this chapter tells you how you can create a ZIP code model and apply it to lift response to under-performing lists, moving those lists “above the line” so you can mail them and achieve your profit goals.

Phase 4: Optional Extra Tools

11) Building Response Projection Curves
A step-by-step guide to building a model that projects response rates based on the number of days after a program has been mailed. It also explains how to determine the date that is the midpoint in your response curve.

12) Reading Test Results With Confidence A description of how to use statistical confidence intervals to compare test results against each other and reliably know if the “winning” package beat another package. This chapter provides the formulas to calculate confidence intervals.

13) Customer Segmentation and Analysis Does the Pareto Principle rule — that 80 percent of your profits come from 20 percent of your customers — apply to your business? Learn how to segment customers into deciles and quintiles to determine which customers are most important to you.

14) Square-Inch Analysis Bonus chapter for catalog marketers: The hows and whys of developing an effective square-inch analysis for catalogs and multi-product brochures. Use this information to allocate space for your next catalog as well as to help paginate your catalog for better profitability.

15) Taking Action Final reflections on taking action to use these tools to devise and execute profitable direct marketing initiatives.

Additional Information

Other Resources