Course description
Data Analytics for Marketers
Learn how to increase your marketing success by turning customer data into effective intelligence. Mine your data to look for relationships and assess the influence of key variables. Use modelling techniques and segmentation methods to predict future performance and inform your strategy.
Suitability - Who should attend?
This course is designed for marketers wanting a better understanding of analytical techniques. This is the course for you if you need to work with statistical or data-related concepts as part of your role. Its mathematical content will require a reasonable level of numeracy.
Previous participants include:
- Marketing Analyst (SAGE Publications)
- Senior Marketing Consultant (RBS Insurance)
- Marketing Manager (Nationwide Building Society)
Outcome / Qualification etc.
You will learn to:
- Identify which statistical methods are most useful to marketers
- Maximise the effectiveness of the data you hold
- Use predictive modelling techniques and segmentation methods
- Identify and interpret the key elements of your statistical output
- Use the findings appropriately and effectively to inform future strategies
Training Course Content
Why data analysis is so important
This session sets the scene for the two days. It considers why intelligent use of data is an essential component in developing an understanding of customers, improving targeting strategies and developing the business.
- Getting to understand the customer
- The role of data and analytical teams within the organisation
Getting to know your data
The aim of this session is to introduce delegates to basic analytical tools for understanding data and the relationships between different types of information, including:
- Data mining techniques – variable types, frequencies and descriptive statistics
- Statistical tests of significance
- Workshop session
Looking for key relationships within your data
- Assessing the influence of key marketing variables upon each other. Includes comparison of means, contingency tables and correlations
- Workshop session
Using modelling techniques to predict the future
- How predictive modelling can be used to better understand campaign performance, and the practicalities of using predictive models
- An introduction to predictive modelling using regression
- Creating scorecards
- Workshop session
Using segmentation methods to acknowledge differences amongst your customers
- Background – why create segments?
- Segmentation considerations
- Descriptive vs. predictive
Descriptive segmentation techniques
- An introduction to cluster analysis to create segments
- Workshop session
Using segmentation to make predictions about future marketing performance
Bringing it all together
For the final session, delegates will work in small teams to address a practical case study, applying the knowledge gained throughout the course to produce an appropriate analytical strategy.
- An introduction to the use of decision trees to create segments and inform future targeting
- Workshop session
Course delivery details
Virtual Classroom: Tutor-led, live, online classroom environments
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.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £720 + VAT
Non-members: £850 + VAT
About provider
Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...
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Contact info
Institute of Data & Marketing
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