Course overview
Learn how to put the core principles, concepts and practical applications of direct and digital channels into action and how to plan and evaluate data-driven marketing campaigns.
What you'll learn
- The roles and benefits of direct marketing channels and how to deliver a successful data-driven campaign
- How to plan a data capture strategy
- Research, plan, implement, test and measure data-driven campaigns
- Confidently plan an integrated data-driven marketing plan
Study method
- Online
- Blended
- In-class
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Duration study load
- 35 CPD hours
Assessment
In order to attain the Award in Data-Driven Marketing and use the honorifics Award DDM, you must pass an online exam.
Online study
The IDM Data-Driven Marketing course is delivered through online learning. Online marketing courses provide a convenient and easy way to study wherever you are.
Students will be required to undertake all nine modules in order to achieve the qualification. In all, this will require approximately 35 hours of study (you will be allowed up to one year to complete).
At the end of the programme, there will be one online examination to be completed which, if successful, will qualify you to receive the IDM Award in Data-Driven Marketing (Award DDM).
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 principal direct channels available to marketers, and how they are used today
- The key tasks demanded of current marketing – and how an integrated approach is well-fitted to these
- How to use direct mail, door-to-door, inserts, printed media, direct response TV (DRTV), direct response radio, and telemarketing for best practice
- The role of digital marketing and the online value proposition
- An understanding of the key digital channels: search marketing, display advertising, email, social media marketing, mobile and affiliate marketing
- Creating a clear data strategy
- Identifying what data you need to deliver your marketing goals
- Building knowledge of legal and regulatory constraints around use of personal data
- Permission marketing and CRM best practices: obtaining and maintaining consent
- Using profiling to extract simple insight from your data
- Improving your targeting through the use of segmentation and personas
- Adding to your customer understanding through market research
- Performing a situation analysis
- SMART objectives setting
- Campaign management and evaluation
- The ability to use the key planning tools
- Understanding the different techniques to deliver acquisition and retention campaigns
- The key differences between B2B and B2C marketing
- An awareness of what can be tested and in what order
- Knowing the key steps in developing a test programme
- Understanding the challenges of measuring tests in multichannel campaigns
- Understanding the importance of a good creative brief
- Knowing how to prepare and deliver a good creative brief
- Understanding how to evaluate creative work
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 dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain 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.
