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The IDM Award in Data & Analysis

Institute of Data & Marketing
Course summary
Professional Training
12 months
495 GBP excl. VAT
Full time
Online courses
Course Dates
Online courses
495 GBP
Start anytime

Course description

The IDM Award in Data & Analysis

Learn how the core principles, concepts and practical applications of data and analytical techniques are used in digital and data-driven marketing.

During your Qualification in Data, you will learn to:

  • Identify the drivers of value, risk and cost in data used by the marketing department
  • Plan your organisational strategy for data collection, permissioning and management
  • Understand how data drives marketing and the impact of data quality
  • Create an effective data management strategy
  • Construct a data strategy that adheres to current and forthcoming legislation and regulation
  • Build a secure data management culture that enables marketing innovation

Suitability - Who should attend?

The online Data Analysis course is ideal for professionals currently employed in commercial and public sector companies across all sectors, including professional services and not for profit. Equally agencies, consultancies and suppliers servicing their data management needs will benefit by enrolling staff.

Training Course Content

Module 1: Defining data

Learning objective: To understand the basics of marketing data and its role and importance within your business

  • Understand what data is and where it comes from
  • Assess the role and importance of data within a business
  • Identify some key techniques for adding value to data
  • Understand how to classify data according to reliability, stability and content
  • Gain awareness of key data types and sources

Module 2: Data quality

Learning objective: To understand the key concepts of data quality

  • Understand why data quality is important in sustaining your business
  • Assess what good data quality loos like
  • Identify the origins of poor quality data
  • Evaluate the impact that poor data quality can have over your business
  • Understand how to move towards a single customer view

Module 3: Data management

Learning objective: To understand how manage data and data quality issues

  • Appreciate the reasons for managing data quality
  • Understand good and bad data management practices
  • Identify the key components of data quality improvement
  • Appreciate the value to the business of data quality improvement
  • Understand practical techniques for cleansing your data
  • Assess the maturity of your organisation in respect of data quality management

Module 4: Database structures

Learning objective: To understand the role of the database and how to plan/build one.

  • Identify the role of a database.
  • Appreciate the different types of database structures.
  • Understand how to plan and build a database.

Module 5: Data – preparation and mining

Learning objective: To help you understand the role of technology in managing data

  • Understand the importance of data preparation.
  • Recognise the different types of data (internal and external) that support analytical processes, including data profiling.
  • Identify the role of data mining and how it can be used to generate insight

Module 6: Data – segmentation and predictive modelling

Learning objective: To help you understand segmentation and predictive modelling

  • Appreciate the role of segmentation and predictive modelling when trying to glean insights from your data.
  • Understand the range of statistical techniques you can use to understand your data better

Module 7: Data security

Learning objective: To assess the importance of data security for your business

  • Understand the three core principles of data and information security; confidentiality, integrity, and availability
  • Assess what good data security looks like in practice
  • Manage and measure the risks related to data security
  • Understand how to handle a data security breach
  • Evaluate the cost and damage to your business of getting data security wrong

Module 8: Data governance

Learning objective: To understand why good data governance is essential and how to accurately assess your own organisation’s current data capability on the Data Governance Maturity Model

  • Understand what data governance is and why it’s important to your organisation
  • Review the impact of inadequate data governance
  • Understand your organisation’s current data capability
  • Plot your position on the Data Governance Maturity Model and monitor your progress
  • Organise for successful data governance and data management
  • Develop and implement a successful data governance strategy
  • Appreciate the legal and regulatory regime which governs personal data

Course delivery details

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.

Enjoy the flexibility of devising your own personalised study routine with our online courses, created by experienced industry practitioners, using content that is unique to the IDM.

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: £450 + VAT

Non-members: £495 + 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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