Fundamental Measurement | School of Marketing | ANA

Fundamental Measurement

Discover how to understand and “do the math” or use select marketing metrics such at ROI, Lifetime Value, Customer Acquisition Cost and other basic metrics. Then learn how you may use these key business insights to successfully impact your company’s marketing planning and execution.

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 fundamental measurement.

Course Outline

Lesson 1: Introduction to ROI and Metrics

    • Defining ROI
    • The Ultimate Marketing Metrics

Lesson 2: Doing the Math

    • Defining Fundamental Metrics
    • Calculating Basic Metrics
    • How Response Rate Can Fool You

Lesson 3: Insights from Fundamental Metrics

    • Sorting Through Metrics for Insight
    • Important Web Metrics
    • Test and Design
    • Planning ROI with the Marketing Funnel

Estimated Length of Completion

Approximately 50 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

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.