Testing and Analysis: Understanding Campaign Statistics

Benefits to you and your employer:

Benefits to your employer:

Good working knowledge of testing and statistics is part of the good direct marketer’s stock in trade.

By the end of this one-day training course you will discover how to use data to:

• Improve planning
• Improve decision-making
• Predict response
• Reduce risk

Benefits to you:

Are you intimidated by statistical jargon?

Sometimes complicated terms and jargon obscure the simple workings of common data models.

All you need for this stimulating training course is an open mind.

You will benefit enormously from this training course if:

• Your direct mail test cells are all 5000
• You think CHAID is some medical condition
• You believe the best neural network is called Mensa

Who should attend:

The Testing and Analysis: Understanding Campaign Statistics course is designed for anyone in a marketing department, a database company or an agency, particularly if you manage any database holding 20,000 records or more.

This will include:

• Marketing executives
• Account managers
• Marketing managers
• Data managers
• Analysts
• Consultants

Previous delegates include:

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

Outline programme

The Testing and Analysis: Understanding Campaign Statistics course is a one-day course helping you to get the most out of your data opportunities.

Here is the programme outline for this course:

Using statistics to your advantage:

• What statistics are and how they can help you make decisions
• How statistics and testing can help you analyse your campaigns
• How to brief a statistician and avoid being blinded by science
• How to gauge the effectiveness of variables within your campaigns

Testing data:

• How to use data and design tests
• How to set up test and control group samples
• How to check the reliability of a test by using confidence intervals and levels
• Ways to establish test priorities

Advanced applications:

• All you need to know about advanced applications of statistics

Case studies:

• Illustrations are given to demonstrate the value of segmentation and predictive modelling

Data management:

• Ways to avoid data overkill within the marketing database

Training course tutors

Huw Davis Dip DM, Hon F IDM is a superb training course tutor and a leading authority in the field of data analytics and customer insight. Huw worked with BUPA and Abbey National before founding and developing Data by Design, the specialist database design and analysis consultancy which was purchased by Experian in 1998. In 2000 he joined EHS Brann as Managing Director of Data and Consultancy, part of Euro RSCG Worldwide. He was later promoted to Global Director for Data and Discovery for the Euro RSCG Group and has, over the last two years, worked on a range of global brands.

In February 2007 he launched the Huw Davis Partnership, an independent data consultancy and analytic company, which combines experts in research insight, data strategy and modelling with his fully owned statistical team based in Singapore. Huw is a regular speaker for the IDM and in 2004 was bestowed the title of “IDM Educator of the Year” as recognition of his continuous work for many years as a trainer within the marketing industry.

Huw runs a highly practical and commercially focused course that is designed specifically to enable marketing managers, practitioners and executives to turn data into insight, insight into action, and action into profit.

Richard Lewis is a qualified mathematician and Associate Fellow of the Operational Research Society. He has 10 years experience across both hands on and managerial roles in analytics. He has worked in most of the key vertical sectors, predominantly in marketing. In 2008, Richard joined Model Citizens - a newly formed and fast growing independent marketing analysis consultancy aimed at helping organisations maximise the value of their data.

Richard specialises in rejuvenating marketing processes and has led on many projects that have introduced and refined targeting optimisation, revenue management and lifetime value modelling to some of the UK’s leading brands including British Airways, Orange, BSkyB, LloydsTSB, Admiral Insurance, Skype, Carphone Warehouse, Timeout Magazine, John Lewis, Waitrose and Homebase.

Delegate testimonials

"Thank you for a good course. Excellent speakers sharing their knowledge in an interesting way. I will recommend IDM to my colleagues."

Magdalena Kubik, Marketing Analyst, Scottish life

"A solid course in foundation of statistics and testing theory - perhaps my own lack of prior knowledge made it difficult to relate to my role, but I'm certain when returning to it, the practability of the course will be more apparent. Very happy overall."

Will Tabraham, Marketing Analyst, SAGE Publications

"Fabulous course provided just what I need to know to validate analysis results."

David Willis, Data Analytics Director, Information Drivers