Course overview

Get a greater understanding of the numbers that underpin your marketing. This introduction will help you to create the right financial business case and measure outcomes. Use this knowledge to forecast results and build successful marketing campaigns.

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Campus locations

London

What you'll learn

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

Study method

In-class
Online
Blended

Locations

England
- London

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Duration study load

1 day (7 CPD hours)

Testimonials

Laura Johnston, Global

Budgeting for Marketers: Essentials

"Tim was super engaging in a potentially dry topic with lots of practical and interesting examples - I am excited to put what I learned into practice."
Budgeting for Marketers: Essentials Review

Budgeting for Marketers: Essentials

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

Delivery

Home Learning

All learning products and services are currently being delivered digitally using the following engaging formats:

Virtual classroom: Tutor-led, live, online classroom environments
Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience

Who's it for?

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.

Subjects

Core Units

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)
Modelling 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 cash flow, 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

Want more information about the subjects for this course?

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Payment options

Course fees – £450 (Non-Member) £400 (Member)

No government funding available for this course

Find out more about the payment options for this course

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About Institute of Data & Marketing

For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.

Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.

Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.

The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.