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Secrets of Direct Marketing Arithmetic (2nd Edition)
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Have you ever been made fun of for pulling out your phone to figure out the tip? Hey, some of us never signed on for numbers!
But today’s world of direct marketing is all about the ability to continuously track, measure, analyze and adjust your efforts to your customers’ behaviors so that you can maximize profits and match cost to need. That means you need to be able to quantify your efforts, and THAT means one thing: math.
Secrets of Direct Marketing Arithmetic – 2nd Edition takes the key concepts of marketing analysis and plots them out as the basic businesses processes you use every day like sales costs, fulfillment costs and average initial order. You’ll learn how to:
• Determine the value of acquiring an email address, generating a lead and acquiring a new customer
• Decipher an online P&L statement for your marketing campaign
• Allocate orders from unknown sources
• Measure the effectiveness of social media efforts, and more!
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Description
Available as a PDF
As explosive as the digital revolution has been, another equally important shake-up moved quickly throughout the marketing world these past couple years. You can call this focus measurement or accountability, or simply use the name it’s been known by for almost a century — direct.
The beauty of direct response is the ability to track, measure, analyze and adjust your efforts to your customers’ behaviors in a continuous loop that allows you to maximize profits while matching costs to need.
Of course, beauty isn’t easy to come by; direct marketing involves planning and diligence. It also requires the use of mathematics to quantify your efforts so you can make sense of the response and your best next steps.
But who says math has to be hard or only for those who can solve a Rubik’s Cube in less than a minute? The analytics experts who wrote the articles contained in this guide don’t want you to be daunted by terms like regression, multivariate and neural networks.
Rather, they’ve taken the key concepts of marketing analysis and plotted them out as the business processes you use every day: sales costs, fulfillment costs, package costs, average initial order, etc.
You’ll learn how to determine the value of acquiring an email address, generating a lead and acquiring a new customer — all critical analyses to running a direct response business.
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Table Of Contents
Chapter 1
Direct Mail Arithmetic the Easy Way
by Bob Hacker
Chapter 2
Using Lifetime Value to Prospect
by Alan Weber
Chapter 3
The Arithmetic of Getting Leads
by Gary Hennerberg
Chapter 4
The Secret to a Sound Email Acquisition Strategy
by Arthur Middleton Hughes
Chapter 5
Deciphering an Online P&L Statement for Your Marketing Campaign
by Philippe Graner
Chapter 6
Allocating Orders From Unknown Sources
by Gary Hennerberg
Chapter 7
Measuring the Effectiveness of Social Media Marketing Activation Programs
by Luis Hernandez
Chapter 8
The Road to High-Ticket Sales
by Bob Hacker
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About Direct Marketing IQ
 The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.
Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.
Direct Marketing IQ has unparalleled access to direct marketing data — including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories — and proudly produces content from the most experienced editors and practitioners in the industry.
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