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This Masterclass will explore how to:

  • Review opportunities to improve online reach, sales and using a data-driven approach
  • Create a more dynamic, engaging online brand
  • Learn the latest techniques to gain an edge on competitors, including: search, social, email, content marketing and conversion rate optimisation
  • Create the perfect Martech stack
  • Use Automation and machine learning opportunities across the customer lifecycle

Course availability 

event information


Dr Dave Chaffey is recognised as world class authority on the planning, management and optimisation of multi-channel marketing campaigns. His RACE® planning model is fundamental to the success of his popular SMART Insights platform and the outstanding reference work, Digital Marketing Strategy, Implementation and Practice.  

As one of the most influential figures in the history of digital marketing, Dr Dave Chaffey specialises in helping businesses and individuals all over the world to take their knowledge and results from digital marketing to the next level.

If you understand the essentials of digital marketing but want to explore the latest techniques that could give your business a genuine competitive edge, then Dr Dave Chaffey’s RACE® Masterclass will help you improve performance on all levels.
Delivering improved outcomes and ROI is such an important subject that we have made it the second event in the IDM Masterclass series. 

All attendees will receive a “signed” copy of Dr Dave Chaffey's book; Emarketing Excellence: Planning and Optimizing your Digital Marketing

Don’t miss this chance to meet Dr Dave Chaffey in person and experience the IDM’s ultimate RACE® Masterclass. Demand will be high. So book early to avoid disappointment.


Dr Dave Chaffey F IDM, Author, Consultant and CEO of publisher,

Dave has been actively involved in shaping learning and best practices in online marketing since the mid 1990s when he started consulting and training. You may know his books Digital Marketing: Strategy, Implementation and Practice and EMarketing Excellence which have been used on IDM qualifications for many years. 

He helped design and deliver the IDM qualifications in digital marketing when they were first launched and is looking forward to catching up with past alumni and new alike. Dave continues to learn through being at the cutting edge of digital marketing through consulting work with international brands and through optimization of marketing at Smart which has a monthly audience of 500,000 unique visitors and 150,000 active subscribers around the world.

He has been recognised as one of 50 marketing ‘gurus’ worldwide who have shaped the future of Marketing and in 2015 was rated as the top UK influencer on social media for Marketing and Advertising in a top 50 compilation by (a portal of publisher Haymarket brands Campaign, Marketing and Media Week).


IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

masterclass outline

All delegates will receive free access to Smart Insights Expert membership for one month to support their learning.

Plan – Creating a digital marketing strategy

  • Gap analysis – where do you need to improve? Review your performance by customising Google Analytics to your business
  • Setting objectives – selecting the KPIs that matter with RACE
  • Define Strategy – prioritizing your activities in a roadmap and with 90-day planning
  • Create a plan to layered segmentation for better targeting
  • Defining your online value proposition and experience. How can Martech support this?

Reach – Boosting website visits and social network growth

  • Reviewing your current media effectiveness – how will attribution help?
  • Search marketing – competing in the organic and paid listings with the latest mobile changes
  • How to harness owned and earned media including influencer outreach
  • Paid media – what is worth investing in and how?
  • Creating your acquisition and campaign optmisation plans

Act – Encouraging interactions and leads online?

  • Personas and Customer journey analysis
  • Visitor profiling
  • Devloping a Content Marketing Strategy and optimizing content
  • Optimise Landing Pages
  • Content - Campaign planning

Convert – Generating online and offline sales using from existing contacts

  • Lead nurturing / Remarketing
  • Web Personalisation
  • Assisted Selling
  • Multichannel Selling
  • Conversion Rate Optimisation

Engage – Developing customer loyalty and growth using online marketing

  • Using Machine Learning and Predictive Analytics to support these activities:
  • Customer Onboarding
  • Customer Service and Success
  • Customer Web Experience
  • Customer Email marketing
  • Social media
It was a great day. The course content was good and Joe ran the session really well. Everyone was engaged! Lots to take away

Danielle Juson,
Staples Advantage

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