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.
Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
Who's it for?
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
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
Want more information about the subjects for this course?
Get the course guide
Course fees – £450 (Non-Member) £400 (Member)
No government funding available for this course
Find out more about the payment options for this course
Get the course guide
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
Want to know more about this course? Complete the form and learn about:
Pricing and payment options
How to get help and contact information
Everything you need to know before enrolling!
Who is this course for?
I'm studying for personal growth or development
I'm looking for courses for on-the-job training or on behalf of an organisation
Want to know more about this course?
Get your free course guide now! Complete this easy form and you'll also receive a course consultation with Institute of Data & Marketing
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