This is the fourth in a series of five presentations on direct marketing that are generally given as part of a live workshop. This workshop presentation focuses on database marketing and direct marketing analytics and testing.  It covers the fundamentals of database marketing planning and development.  The testing and analytics section covers all aspects of direct marketing metrics.  It is a how to guide and resource on direct marketing mathematics, response rate curves, direct marketing financial planning and campaign economics.

These five presentations take you through every step and facet of direct marketing, including developing direct marketing plan, direct marketing financials and budgets, direct marketing circulation plans; database marketing; direct marketing analytics and testing; direct marketing creative and design, selecting the appropriate direct marketing media for your integrated direct marketing campaigns, and developing direct marketing offers.  They address both consumer (B2C) and business to business (B2B) direct marketing.