Course overview
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.
Campus locations
What you'll learn
- 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
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
1 day (7 CPD hours)
Testimonials
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Ronak Patel, Digital Strategist, DraftFCB LondonData Driven Marketing"This course provides a very detailed understanding of how data should be used and assessed, not only in email marketing but in the wider marketing mix."
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Virginie Elbaz, Data Planner, News International LtdData Driven Marketing"This one day course provided me with the tools I need to go back and implement robust campaigns and an intelligent testing programme."
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Anne Byrom M IDM, Award EM, Dip IDM, The Co-Operative GroupData Driven Marketing"My campaigns should never bomb again - but if they do I'll know what to do to address it."
Delivery
All learning products and services are currently being delivered digitally using the following engaging formats:
- Virtual Classroom: Tutor-led, live, online classroom environments.
- 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
Subjects
- 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
- 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
- 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
- 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
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.
