Data Analysis for Marketers

Benefits to you and your employer:

Benefits to your employer:

The more you know about your customers, the more customers you will get – and the more they’ll spend with you.

By the end of this two-day training course you will confidently be able to:

• Plan, specify and brief analytic projects
• Understand and interpret analysis output
• Report on findings
• Implement those findings

Benefits to you:

It is particularly useful if you need to develop a deeper understanding of the concepts underlying profiling, modelling and segmentation techniques so that you can feel more comfortable and confident working with data and data analysts.

Who should attend:

The Data Analysis for Marketers course is designed for marketers wanting a better understanding of analytical techniques.

This is the course for you if you have little or no formal statistical knowledge but need to work with statistical or data-related concepts as part of your duties.

This will include:

• Database managers
• Marketing executives
• Account managers
• Marketing managers
• Marketing analysts
• Consultants

Previous delegates include:

• Marketing Analyst (SAGE Publications)
• Senior Marketing Consultant (RBS Insurance)
• Marketing Manager (Nationwide Building Society)

Programme outline

The Data Analysis for Marketers course is a two-day course.

It combines theory with practice to build a thorough understanding of the analytical processes, methodologies and techniques that can turn data into intelligence, and intelligence into greater marketing success.

Here is the programme outline for this course:

Why analysis is so important

This session sets the scene for the two days. It considers why intelligent use of data is an essential component in developing an understanding of customers, improving targeting strategies and developing the business.

• Getting to understand the customer
• The role of data and analytical teams within the organisation

Getting to know your data

The aim of this session is to introduce delegates to basic analytical tools for understanding data and the relationships between different types of information, including:

• Data mining techniques – variable types, frequencies and descriptive statistics
• Statistical tests of significance
• Workshop session

Understanding relationships between variables

• Assessing the influence of key marketing variables upon each other. Includes comparison of means, contingency tables and correlations
• Workshop session

An introduction to factor analysis

• How factor analysis can be used to simplify and organise larger variable sets and uncover underlying themes within those variables
• Workshop session

An introduction to segmentation

• Background – why create segments?
• Segmentation considerations
• Descriptive vs. predictive

Descriptive segmentation techniques

• An introduction to cluster analysis to create segments
• Workshop session

Predictive segmentation techniques

• An introduction to the use of decision trees to create segments and inform future targeting
• Workshop session

Case study presented by:

Information Arts - This B2B agency demonstrates how customer insights can provide vital information to guide marketing to prospects.
The Insight House - specialising in deriving value from customer data and qualitive and quantitive market research data both on and offline, and applying this information to customer behaviour to create a true understanding of that customer's potential relationship with the organisation.

Predictive modelling

• How predictive modelling can be used to better understand campaign performance, and the practicalities of using predictive models
• An introduction to predictive modelling using regression
• Creating scorecards
• Workshop session

Bringing it all together

For the final session, delegates will work in small teams to address a practical case study, applying the knowledge gained throughout the course to produce an analytical strategy to address the problem at hand

Training course tutor

Dave 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 a course tutor for the IDM training course Data Driven Marketing.

Case studies presented by:

Mitra Noosha is a statistician and principal analyst with more than 12 years’ experience in marketing and financial data analysis. Mitra has extensive experience of building statistical models to predict customer behaviour. This includes churn and acquisition, up-sell, cross-sell and fraudulent claims (insurance) as well as Risk models for financial institutes (PD and LGD models). Other areas of interest for Mitra are customer value models, RFM models, basket analysis, cluster analysis, Time series models and many more.

Having worked on different projects and for many blue chip companies s.a. M&S, Vodafone, T Mobile, Virgin Media, Centrica, BA, BUPA, etc and in financial sector companies s.a. MBNA, ING, World Pay, Britannia etc... Mitra has acquired extensive experience in different industries. Mitra is a PhD researcher in Bayesian statistics, which plays a big part in her way of thinking and looking at the data, trying different methods to get the optimum solution.

Angela Hall is currently the Director of The Insight House which specialises in deriving value from Data, Research and Management Information by applying this information to customer behaviour and creating a true understanding of that customer’s potential relationship with the organisation. She has much experience working with blue chip clients such as AXA, Barclays, British Gas and Airmiles.

She has also spent 6 years with AXA PPP healthcare, developing and managing the CRM vision and values, and marketing plan for AXA UK, and PPP healthcare. Customer Loyalty was achieved through a tailored relationship programme, Best of Health. The programme exceeded objectives by 100% and won Best in Class at the DMA awards in December 2000, for the CRM category.

Delegate testimonials

"Very rewarding two days which I can confidently say will benefit my short and long term career development."

Gavin Clarke, Prospecting and Data Manager, Northgate Plc

"This course offers a fantastic insight and introduction to understanding data, it was great that the tutor had lots of industry experience and that we had guest speakers from well know companies."

Sally Davies, Head of VIP, Mice and Dice

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford, Data Services Manager, CDS Global

"Very interesting course, giving me some good insight into the theory of data analysis and how it can be applied with some good case studies."

Grant Baillie, Multi-channel CRM Manager, Argos