Data Driven Marketing

Benefits to you and your employer

Delivered by a marketing specialist and data expert, the course will give you a thorough understanding of how to use data to drive marketing decisions based on tangible results. It examines why data driven marketing strategies are crucial to maximising marketing impact and will show you how to practically implement the strategy to deliver improved and accountable marketing performance.

Who should attend:

The Data Driven Marketing course is designed for marketers needing to better understand customers and their behaviour to improve their campaign performance and ROI.

This will include:

• Campaign managers
• Campaign executives
• Account handlers
• Data planners

Previous delegates include:

• Senior Campaign Executive (Axa)
• Email Marketing Manager (House of Fraser)
• Campaign Manager (Confused.com)
• Business Analyst (Moo.com)

Programme outline

Data Driven Marketing is an interactive one-day training course that uses a simple data driven approach.

Our expert trainers will share their extensive marketing knowledge and experience to help you work out what’s important and what’s not important for:

• Campaign planning
• Testing and evaluation

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

Using data to learn more about your customers

• Using customer segmentation and predictive models to get better results
• Enhancing your data from third party sources
• How cluster analysis works and how you can use it
• How to select the best people to mail: segmentation vs. scoring
• 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 a CHAID model works and how to interpret one
• Using gains tables and charts to improve your campaign performance next time round
• Planning for future campaigns

Training course tutors

Jane Cave is one of the most respected strategy and planning consultants in the direct marketing industry. She has a prolific track record of success in the B2C and B2B sectors. Jane has worked both agency and client side on everything from fundraising for political parties and charities to developing and managing fully integrated campaigns for companies such as Volvo, HSBC and the FT. She has developed segmentation strategies, built relational databases and designed acquisition and relationship communications programmes. Jane is a founding partner in Jam, a direct and digital strategy solutions consultancy.

Jane is also a training course tutor for the following IDM training courses and marketing qualifications:

Planning and Managing Marketing Campaigns
B2B Marketing: The Essentials
IDM Diploma in Digital Marketing qualification
IDM Certificate in Digital Marketing qualification
IDM Diploma in Direct and Digital Marketing qualification

David Bottomley is a freelance analytical consultant and has extensive experience of using advanced statistical methods within a direct marketing context. David has been running his own analytics company since 1999 and specialises is utilising statistical methodologies to help clients develop a greater understanding of their customers' behaviours and motivations and to refine their direct marketing targeting and communications programmes. His recent clients include UIA, Acquity, Arthritis Research UK, Supporter Insight, Clothing Sites and HSL. A psychologist by training, David obtained his PhD in Applied Psychology in 1992 and – prior to setting up his own analytics company – held a number of posts within the academic and government sectors.

Dave is also the training course tutor for the IDM's Data Analysis for Marketers.

Delegate testimonials

"This was a great course; the speakers were friendly and enthusiastic and really brought the topics to eye. The tasks were just the right level/length to help consolidate learning."

Sarah Marquis, Direct Marketing Manager, Specsavers Optical Group

"This one day course provided me with the tools I need to go back and implement robust campaigns and an intelligent testing programme."

Virginie Elbaz, Data Planner, News International Ltd

"This course met all my expectations and will prove very useful for campaign planning in future."

Marianne Lodge, Donor Development Manager, Motability

"My campaigns should never bomb again - but if they do I'll know what to do to address it."

Anne Byrom M IDM, Award EM, Dip IDM, The Co-Operative Group