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Data Driven Marketing

Institute of Data & Marketing
Course summary
Professional Training
1 day
450 GBP excl. VAT
Full time
London, Online courses
Course Dates
London
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Course description

Data Driven Marketing

Drive your business forward by using data to improve results. Learn how to test channels for better outcomes. Understand what metrics count when evaluating performance and what you can do to apply what you've learnt to future campaigns.

Suitability - Who should attend?

This course is designed for all marketers needing to better understand customers and their behaviour to improve their campaign performance and ROI.

Previous delegates include:

  • Senior Campaign Executive (Axa)
  • Email Marketing Manager (House of Fraser)
  • Campaign Manager (Confused.com)
  • Business Analyst (Moo.com)

Enrol onto 'Data Driven Marketing' course and receive the 'DMA Data Guide'. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Outcome / Qualification etc.

You will learn to:

  • Use data to improve the efficiency and effectiveness of your marketing programmes
  • Understand the metrics to evaluate your marketing performance
  • Use data to determine the value of your customers
  • Implement a test programme to improve campaign performance
  • Leverage your marketing expenditure and improve ROI

Training Course Content

Using data to drive the business forward

  • Understanding the business you are in and who your customers really are
  • How to identify what you need to measure
  • Using direct marketing metrics to set realistic objectives, targets and budgets
  • Calculating how much you can afford to spend on a new customer
  • Understanding how and when to use lifetime value analysis

Understanding the importance of Customer Insight

  • Using customer segmentation and predictive models to get better results
  • Enhancing your data from third party sources
  • How to select the best people to mail: segmentation vs. scoring
  • Developing customer personas
  • Using data on existing customers to find new ones

The what, when and how of testing

  • Understanding the benefits of testing
  • What's worth testing and what's not
  • Constructing a test matrix for direct mail and email
  • How to test in other media
  • Understanding the 'response cycle' and calculating a reliable sample size
  • Predicting what's likely to happen next time around and what impact this will have on your campaign profitability

Evaluating your results and applying to future campaigns

  • So... which 'half' worked? A simple guide to reviewing your test results
  • Using statistical techniques to learn more about who responded and who didn't
  • How decision tree models work and how to use them
  • Using gains tables and charts to improve your campaign performance next time round
  • Planning for future campaigns

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: £ 400+ VAT

Non-members: £450 + 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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Institute of Data & Marketing

DMA House
70 Margaret Street London
W1W 8SS

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www.theidm.com


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