Advanced Measurement | School of Marketing | ANA

Advanced Measurement

In this course, you’ll go deeper with data-driven marketing math, as well as how to apply this new knowledge for your company’s benefited.  All formulas and analytical methods are explained step-by-step with examples, so you can understand the calculations and apply them yourself. Methods such as the two-step promotion planning, and holistic measurement will help you take a deeper approach to metrics and measurement.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in advanced measurement.

Course Outline

Lesson 1: LTV, Acquisition Cost and ROI

    • Leveraging the Relationship between LTV, AAC and ROI Revenues
    • Two Step Promotion Planning

Lesson 2: Allowable Acquisition Cost and Customer Lifetime Value

    • Maximizing Lead Volume within your AAC
    • Factors in Calculating Customer Lifetime Value

Lesson 3: The Challenges and Key Considerations

    • Multichannel Measurement Challenges
    • Taking a Holistic View

Lesson 4: What to Test

    • Choose your Metrics
    • How do you Improve ROI? Test. Test. Test.
    • Know your Attribution Options
    • Move Toward a Unified Customer View 

Estimated Length of Completion

Approximately 90 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Recommended Pre-Coursework: The following course is recommended as pre-work to prepare you for the Advanced Measurement course: Fundamental Measurement. The knowledge contained in this course is fundamental to the material in the advanced course. You may have equivalent knowledge through your professional experience, and if so, may not need the pre-coursework. Be sure to review the course description to ensure your experience aligns with the base of knowledge required.

This course was last updated on October 31st, 2019.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $99 Nonmember $99



Chuck McLeester

Direct/Relationship Marketing Strategist, Measured Marketing LLC

Chuck McLeester is a marketing strategist and analyst with experience in a variety of categories including health care/pharmaceuticals, financial services, pet products, travel/hospitality, and publishing. He spent several years as a client-side direct marketer before moving to the agency side 25 years ago. His areas of expertise include direct marketing, relationship marketing and digital marketing. He has created groundbreaking online and offline relationship marketing programs for consumer and pharmaceutical brands for Johnson & Johnson, The Iams Company, Procter & Gamble, and many other clients. A thought leader in the area of measurement and metrics, Chuck developed many innovative response analysis techniques. He has been a featured speaker at the Data-driven Marketing Association’s annual conference for the past 15 years in addition to his numerous other speaking engagements.