Budgeting for Marketers: Essentials (Virtual Classroom)

An introduction to the numbers that underpin direct and digital marketing. A course to make you feel confident about the metrics you need to successfully budget and evaluate your marketing activity.

You will learn to:

• 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

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)
• Modeling 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 break-even point
• Evaluate Market Share

Accounting definitions made easy

• Introduction to accounting principals and terminology, including cashflow, 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

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

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 organization.