The IDM Award in Data Management (Award DM)

Who should enrol?

Students for this qualification will be primarily employed in commercial and public sector companies across all sectors, including professional services and not for profit. Equally agencies, consultancies and suppliers servicing their data management needs will benefit by enrolling staff.

Data professionals

Data professionals within client organisations, including database and data managers, data stewards, data analysts, data planners, data protection officers, data quality managers, data processing managers – all of whom advise, influence, co-ordinate, manage or direct data policies and processes.

Marketing professionals

Marketing professionals – client, agency or supplier side - who wholly or partly have responsibility for data collection, storage and use, and whose effectiveness is dependent on best practice data management. It includes managers and executives in marketing, direct marketing, digital marketing, CRM, e-commerce and customer insight.

Agencies, suppliers and vendors

The award is equally relevant to agencies, suppliers and vendors’ staff on two levels: to ensure their own data management processes are in line with best practice, especially when processing data on behalf of client as part of an outsourced contract; to inform and support clients in their data management as part of a third-party partnership.

Related professionals

Finance, Sales, Operations, IT and other professionals who advise, influence, coordinate, manage or direct data policies, systems and processes.

The award is equally valuable to the public sector – medical, local government, NHS hospital trusts.

Why this qualification is so important to companies

Data-driven marketing is not a new concept. Marketing has increasingly relied on customer related data to achieve competitive advantage. Analytical methods and models have become increasingly sophisticated, and automated through the development of campaign management tools, data-warehouses and CRM systems. Decisioning systems now enables data to be manipulated in real-time and the digital revolution is now providing marketers with data from the various internet applications, such as from websites and web 2.0 social networks, blogs etc.

However, the collection and use of personal data has increasingly become the focus of legislation, leading to new requirements and complexity in ensuring that organisations stay within the law. This has international dimensions, either because companies have global, or trans-border, operations or use offshore outsourcing for data processing. New standards relating to data management and governance have also been developed in recent years.

Marketers are also increasingly using data from a wider range of sources from within the organisation (e.g. operations, logistics etc.) or from external sources (e.g. Facebook, data vendors etc.) to develop strategy and measure success.

Despite the increasing complexity of data management and the importance of data to successful marketing, there is no accepted qualification for those working in this field. The new IDM qualification addresses this and is certainly the first in the world.

Data management= asset management

Every business process requires data in some form, most of it personally-identifiable information. Managing that data in the right way delivers better performance, whether in marketing, sales or customer service.

Regulation of the use of data is growing in scope and complexity, with the penalties of non-compliance getting stronger - the Information Commissioner’s Office can now fine up to £500,000 for breaches of the Data Protection Directive; the Financial Services Authority even more. One of the best ways to be compliant is to adopt best practice in data management.

Customers demand that their data is treated with respect, held securely and used to make the experience of a company and its services easier, more personalised and more valuable. In return, customers become more loyal and willing to share their personal information.

Students with the qualification will not only help ensure your business maximises the return on its data assets but importantly protects it from the burdening legislation affecting data management.

Why employers will benefit

• Prove: by putting your data management teams and data-driven marketers through the award, your business is proving its commitment to getting these business-critical processes right.
• Develop: the award offers a key stage in the career path of marketers and data managers - by offering this qualification as part of your career development plans, you can attract and retain key staff into this function.
• Define: a core element of the award is the Data Management Plan developed by students through the course. This defines the key areas of focus and investment, together with the expected benefits, for your organisation.
• Benchmark: giving your key workers the opportunity to take the award establishes your company as a believer in best practice and sets a benchmark for how your business understands and applies data management.
• Return: formalising the skills base and knowledge of your data management practitioners means your business processes will become more efficient and effective, driving a positive return on your investment in the qualification.
• Protect: equipping your key staff with this knowledge will protect your business against the privacy, governance and compliance legislation.
• Value: for £345 per staff member it offers great value to your training budget – plus a company licence for multiple staff means further discounts.

How employees benefit

• Be recognised: be the first in the UK to gain formal recognition of your skills set and knowledge in the business-critical world of data management.
• Be rewarded: gaining a professional qualification can add up to £81,000 to your lifetime earnings (source: CIPD). Gaining the Award in Data Management could be the key to getting a job in marketing, gaining promotion and proving your value as a key knowledge worker.
• Be reminded: data management has a broad scope, from legal compliance to technical competence, via customer insight and management processes. By studying for the award, you can be sure you have understood all the aspects of this vital role.
• Be refreshed: data and data management are fast-moving as the pace of digital channels and technology impact on what data can be used and how it should be managed. The digitally-delivered award ensures your understanding is up-to-date.
• Practical return: through the course of the award, your learning builds into a practical data management plan to keep and put to work for your business.

Learning aims

The Award will firstly give candidates a comprehensive and applied understanding of the standards and processes required for effective data management. Secondly, it will equip them to plan, implement and monitor those standards and processes in their own work situation.

You will be the first to gain a unique set of skills covering in-depth all aspects of data management including how to:

• Prepare a business case for investment in data and data management
• Implement data governance strategies for organisations
• Master the new discipline of Master Data Management and Customer Data Integration
• Manage privacy, quality, security and permission for business success
• Use data for marketing and communications, including analysis techniques
• Manage the digital applications and choose the right technologies

Syllabus

Written by top-expert practitioners this is the first comprehensive, in-depth qualification in data management. Practical and applied, very real-world commercial experiences it contains unique teaching material never before combined in a course.

The strategic role of data and data quality

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Module 1: Defining data and the principles of data management

• Why a “data literate” culture delivers competitive advantage
• The importance of process in effective data management
• Developing a Data Management strategy
• Towards a single view of the customer
• Identifying different forms of data
• Data standards and limitations
• Identifying gaps in the organisation’s needs for data

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Module 2: Data that is “fit for purpose”

• What is data quality?
• Why is data quality a business problem?
• What happens when data is not “fit for purpose”?
• Why does poor data quality happen?
• How can data quality be improved?
• How can a data quality improvement strategy be developed and implemented?

Managing and using data effectively

Module 3: Technologies for managing and exploiting data

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• Why do you need a marketing database?
• Planning a marketing technology project
• Data models
• Options for database building and management
• Building the database
• Marketing applications
• Analytical tools

Module 4: Combining data from different sources - customer data integration (CDI) and Master Data Management (MDM)

• Sponsored by
  
• What are CDI and MDM?
• Why MDM is a business imperative
• Rules and processes for data matching
• Multi-channel data matching
• Business case and benefits
• Platforms for CDI/MDM

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Module 5: Turning data into knowledge - realising and maximising the value of data to support marketing strategy

• Data sources: internal data, external data, user-generated information
• Data practitioners: recipients, sponsors, analysts
• Communication: representing uncertainty, summarising analytical conclusions, data visualisation

Data governance

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Module 6: The impact of legislation, regulation and ethics on data management

• The legal and regulatory regime which governs the management of personal data
• How regulation impacts on what can and cannot be done with personal data
• Specific rules for different channels and how these need to be implemented
• How international rules affect UK data processing now and in the future
• Trends in consumer attitudes to data collection
• The importance of gaining consumer trust in the “data value exchange”
• How to maximise marketing permissions when collecting data
• Why good permission management matters
• How the marketing preference services work
• Why respect for privacy affects the bottom line
• How to develop effective privacy policies and assess risk
• Why self-regulation makes business sense

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Module 7: Keeping data secure

• What do we mean by Data Security?
• Why should we be concerned about Data Security?
• It’s more about people than technology
• Information security standards and legislative requirements
• It all starts with risk
• Controls for mitigation
• Coping with a breach

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Module 8: Developing a data governance strategy

• What is data governance and where it fits within an organisation
• Impact on business of inadequate data governance and data breaches
• Organisation for successful data governance
• Developing and implementing a successful data governance strategy
• Progress measurement – the Data Governance Maturity Model

Developing the data asset

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Module 9: Building a compelling business case for investing in data

• The need for a top-down business case
• The foundations of the business case: Cost-savings, Productivity gains, Risk mitigation, Replacement costs, Asset value
• Calculating the cost savings from data management
• Identifying the impact on productivity
• Scoping the risks and their financial implications
• Costing data replacement, enhancement and cleansing
• Justifying an asset value for the database
• Comparing data investment with alternatives

Finalising the Data Management Plan (summaries from Modules 1-9)

Online study

This qualification is delivered online, which is a convenient and easy way to study wherever you are. It means you can study at your own pace wherever you live and work, without having to travel for traditional classroom-based tuition. For employers it will minimise your staff down time while they gain this important professional qualification.

Students will be required to undertake all nine modules in order to achieve the qualification. In all, this will require approximately 40 hours of study comprising a mixture of working through online content, background reading plus online tests at the end of each module to see if the knowledge has been absorbed, understood and can be readily applied.

We would expect most students to complete the programme and final examination within three months, although 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 within a set time.

You will see the results instantly and on passing you will receive a signed certificate for the Award and be able to use the honorific Award DM.

Industry quotes

"This is a unique course that will bring marketers up to speed on best practice in data management. I would strongly recommend it for all marketers who have responsibility for customer data. Investing 30 hours in this online course could save your company a great deal of time and trouble later."

Hugh Burkitt, Chief Executive, The Marketing Society

"This Data Management Qualification from the IDM is a much needed addition to their portfolio of courses. The coverage of the subject is excellent and will ensure that we continue to get Data Professionals with a wide and up to date knowledge of an ever changing landscape. Well done!"

Stephen Boyle, Database Marketing Manager, Reader's Digest

"How organisations manage and use data is now as important as the brand itself. It's far more tangible to customers that's for sure. The Data Award has arrived at a time when the credibility of the management of data couldn't be more critical. Congratulations to the IDM for delivering this award qualification which can only help cement the importance of data management. Securing the DMAs involvement sends a great united industry statement, which should also be applauded."

Mark Chipperfield F IDM, Head of Data Management, BBC TV Licensing

"Data is probably the single most important asset available to the modern marketeer. Online or offline, data helps you understand your audience, target appropriately, and evaluate what you have achieved. Conversely, misuse of or carelessness around data is one of the quickest ways to lose clients and the trust of the end customer. Why wouldn't you want to ensure this asset was as secure as possible and being managed appropriately and within the bounds of the law by professionals qualified to do so? The IDM Award in Data Management gives you and your staff the right skills and your clients and customers that much needed reassurance."

Marc Michaels Dip IDM, Hon F IDM, Director of Direct Marketing and Evaluation, COI

"Data is an amazing asset for the marketing world, offering us a whole chest of buried treasure if explored and implemented in the right way. So when I heard about the IDM proposal for a data course that aims to help the business community create and deliver fully rounded data plans and also achieve a recognised data qualification to boot, I was delighted for us to play a part in making it happen."

Adam Williamson, Head of Data and Analysis, Proximity

"CACI has been advising its clients on how to source, enhance and manage data for over 30 years. We believe that data lies at the heart of effective customer communication and that long term, profitable customer relationships depend on effective data management. So we are delighted to be associated with the new IDM Award in Data Management. Improving the skills of marketing professionals in the area of data management can only benefit the industry and the customers we serve".

Paul Winters M IDM, Managing Director, CACI

"Data underpins so much of what we do in marketing today and its importance will only grow. People with this qualification will not only be invaluable to their company’s day to day planning and implementation , but will help them to stay out of trouble by ensuring that data is treated securely and professionally."

Annie Swift, CEO, The Institute of Promotional Marketing

"GB Group believes the best possible capture, validation and use of data related to our identities is essential for companies to create and maintain trust with consumers. The IDM Data Award is a fantastic educational tool and practical guide in the management and use of data for marketing and will make a real contribution in helping companies understand the value of data as a crucial asset."

Bill Mooney F IDM, Director – Marketing Services, GB Group

"Data is too often the hidden asset in many businesses. Any course or award that raises the profile and importance of data to the senior management team has to be supported, it is too critical a success factor in this ‘new’ faster more connected marketing world we all live in to be ignored anymore. The IDM are to be congratulated for creating a new course that aims to drive the importance data home to marketers."

Iain Lovatt M IDM, Executive Chairman, Blue Sheep

"This course pulls together numerous disparate but important data topics that are rarely seen under one roof. It's an efficient way to gain a breadth of knowledge that would otherwise take years to acquire."

Prakash Kelshiker Award DM, Consultant, Datacrunch