Course overview
Do you want to understand how to use marketing campaign data to achieve your strategic goals?
What you'll learn
The Award in Campaign Data Strategy is for marketing leaders looking to fast track their knowledge on how campaign data can be used to improve marketing performance. Understand the key metrics to help you reach your strategic goals and understand how well you are engaging with your customers. Develop strategic targeting and segmentation strategies to maximise the effectiveness of your marketing campaigns.
This course is designed for practising marketing leaders, you will work through case studies, practical exercises and processes to support the implementation of what you are learning.
Study method
- Online
- Blended
- In-class

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Duration study load
- 7 CPD hours
Who's it for?
The Award in Campaign Data Strategy is for marketing leaders looking to fast track their knowledge on how campaign data can be used to improve marketing performance. You should be a practising marketing manager or above to get the most out of this course.
Delivery
Online
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials.
Subjects
The proliferation of customer data has transformed the marketing landscape. In this lesson, you’ll learn the fundamentals of gathering data, evaluating its quality, and turning it into actionable insights. Using practical exercises and industry case studies, you’ll also gain an understanding of data’s increasing role in marketing and the ethics of data processing.
When conducting a digital marketing campaign, it can be easy to get distracted chasing metrics and lose focus on your organisational goals. In this lesson, we’ll show you how to conduct a thorough digital marketing audit. Using interactive exercises and practical examples you will gain the tools you need to evaluate how well you’re performing against your strategic goals, revealing what has worked well, or not, in the past few years. You’ll also learn how to benchmark your activity against other organisations, providing a baseline for future activity.
Measuring your engagement is the critical first step to optimising your marketing. In this lesson, you’ll learn how customer engagement contributes to your brand experience. Using interactive exercises and industry case studies, you’ll use one of your previous campaigns to measure and evaluate your customer experiences, interpret the data, and turn them into actionable strategies.
If you’re trying to talk to everyone, you’re unlikely to reach anyone. Targeting helps you move from generic catch-up messaging to personalised communications. In this lesson, you will learn how to tailor your targeting strategy to the marketing goal you’re trying to achieve. Using interactive exercises and industry case studies, you explore ways to improve your acquisition and retention activity by conducting in-depth customer analysis and adopting data-driven segmentation, profiling and targeting strategies.
When used effectively, customer data offers you the tantalising opportunity to create a genuinely personalisation customer experience.
In this lesson, you will examine how you can use your customer data to inform your marketing strategy. Using interactive exercises and industry case studies, you’ll explore how to use profiling, segmentation and targeting to create a laser-focused approach to your communications.
From in-store to instant message, whichever way your customers choose to get in touch you should offer them the same fantastic customer service.
In this lesson, you’ll learn how to create an integrated customer journey that propels your customers along the path to purchase. Using practical exercises and industry case studies, you’ll learn how to deliver an effective digitally integrated communications strategy that aligns customer experiences to achieve your business objectives.
How you interact with your customers plays a huge role in how your brand is perceived. This is where your contact strategy comes in.
In this lesson, you will learn how to develop an effective contact strategy which sits at the heart of your broader customer care programme. Using practical exercises and industry case studies, you’ll explore how to use personalisation to enhance your contact strategy at each stage of the customer journey.
No one can afford to target everyone. An intelligent targeting strategy will make your marketing more efficient and effective.
In this lesson, you will learn how to use a range of different targeting techniques to identify your most profitable prospects and reach them with the right message at the right time. Using practical exercises and industry case studies, you’ll gain a strong working knowledge of the key concepts that underpin a successful targeting strategy.
The ability to test, learn and optimise your campaign in real-time offers you the tantalising opportunity to revolutionise your marketing activities.
In this lesson, you will gain an understanding of the key principles of testing and a range of techniques that will allow you to construct and evaluate tests. Using practical exercises and industry case studies, you’ll learn how to turn your test results into actionable insights to drive improved effectiveness across your campaigns.
Creating cross-channel campaigns increases the arsenal of marketing tools at your disposal. But, it also creates an added layer of confusion when you come to attribution. In this lesson, you will learn how to measure your marketing ROI and drill down to discover the results generated from each channel. Using practical exercises and industry case studies, you’ll evaluate a range of attribution models to ensure you’re not spending your precious budget on under-performing platforms.
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.