New Book Now Available.
Direct Marketing Quantified:
The Knowledge is in the Numbers

Hennerberg’s New Book, Direct Marketing Quantified: The Knowledge is in the Numbers, is now available from Target Marketing Publications. Click here to order.

At last, a book that takes you step-by-step through what it takes to quantify your marketing programs and help make you more profitable.

Over the years he has spoken and written on many facets of the “how to” of measuring direct marketing programs. 

As his direct marketing career evolved, so did Hennerberg’s need to learn about the numbers. Over the years he has lectured about the numbers, managed marketing numbers for companies where he was employed, and created a wide variety of models and measurements for clients.  In some instances, there were prototypes of models to follow.  In many cases, Hennerberg used his own imagination to develop a model that would yield vital knowledge that would mold strategy and tactical steps.

The models in this book will benefit many types of organizations and media.  The methodology in this book will apply to a consumer marketer and business-to-business marketer alike.  It applies to fund-raising organizations and non-profits.  It applies to catalog marketers and continuity marketers.

The models can be applied to a wide variety of media.  However, the focus is on direct mail or catalog media, since use of postal mail is, by far, the largest media used by direct marketing companies.  But the principles apply to other media such as e-mail, print, broadcast, inserts, and alternate media.

The following flow chart, the “Hennerberg Analytic Cycle,” helps bring context to each chapter, and serves as a road map through the book.

Chapter Synopsis

Phase 1: Establishing Your Course

1. Marketing Portfolio Management
   Sets the stage for the importance of marketing to provide a reasonable Return on Investment (ROI) and lays the groundwork for understanding low, medium, and high risk marketing investments.
2. Allocating Your Sales Dollar
   Establishes cost categories and profit a sales dollar must cover: cost of goods sold (COGS), fulfillment, overhead, marketing, and contribution to profit. Marketing expense definitions and considerations for how you look at marketing costs are outlined.
3. Defining and Establishing Breakeven Tolerance
   Defines four ways to view breakeven; guidelines for what length of time you should define as an acceptable point to breakeven.
   
   Phase 2: Setting the Bar
   
4. Allowable Marketing Cost
   How to establish what response rate must be achieved to meet profit objectives if you must make money from your first sale.
5. Lead Generation Allowable Marketing Cost
   Understanding the response rate you must achieve when using a two-step marketing program to first generate leads and convert those leads in the second step. Also described is a step-by-step allowable marketing cost guide for use when developing a lead generation program for sales people.
6. Forecasting Long-Term Sales
   An essential model to create if you bring new customers on at a loss and expect those customers will become profitable at a future date.
7. Forecasting Future Breakeven
   How to use your Long-Term Sales model to project at what future customer contact you will breakeven.
   
   Phase 3: Measuring Effectiveness
   
8. Allocating Orders from Unknown Sources
   Virtually every marketer has orders from unknown sources. This chapter explains how to allocate unassigned orders back to marketing programs for more comprehensive analysis.
9. Drawing Lines in the Sand of Circulation Analysis
   How to “draw the line” in prospecting circulation analysis when using weighted averages of cumulative sales, cumulative circulation and an allocation of unknown orders. This chapter reveals how you can determine the exact dept
10. ZIP Code Model Process and Methodology
    After you have determined where to draw the line in your circulation plan, this chapter tells you how you can create a ZIP code model and apply it to lift response to under-performing lists, moving those lists “above the line” so you can mail them and achieve your profit goals.
    
    Phase 4: Optional Extra Tools
    
11. Building Response Projection Curves
    A step-by-step guide to building a model that projects response rates based on the number of days after a program has been mailed. It also explains how to determine the date that is the midpoint in your response curve.
12. Reading Test Results With Confidence
    A description of how to use statistical confidence intervals to compare test results against each other and reliably know if the “winning” package beat another package. This chapter provides the formulas to calculate confidence intervals.
13. Customer Segmentation and Analysis
    Does the Pareto Principle rule — that 80 percent of your profits come from 20 percent of your customers — apply to your business? Learn how to segment customers into deciles and quintiles to determine which customers are most important to you.
14. Square-Inch Analysis
    Bonus chapter for catalog marketers: The hows and whys of developing an effective square-inch analysis for catalogs and multi-product brochures. Use this information to allocate space for your next catalog as well as to help paginate your catalog for better profitability.
15. Taking Action
    Final reflections on taking action to use these tools to devise and execute profitable direct marketing initiatives.