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You will learn to:

  • Use data to improve the efficiency and effectiveness of your marketing programmes
  • Understand the metrics to evaluate your marketing performance
  • Use data to determine the value of your customers
  • Implement a test programme to improve campaign performance
  • Leverage your marketing expenditure and improve ROI

Course availability 

start location member non-member places left
Central London £549.00 £599.00 7
Central London (W1W 8SS) £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information


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

Understanding the importance of Customer Insight

  • Using customer segmentation and predictive models to get better results
  • Enhancing your data from third party sources
  • How to select the best people to mail: segmentation vs. scoring
  • Developing customer personas
  • 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 decision tree models work and how to use them
  • Using gains tables and charts to improve your campaign performance next time round
  • Planning for future campaigns
who should attend?

This course is designed for all marketers needing to better understand customers and their behaviour to improve their campaign performance and ROI.

Previous delegates include:

  • Senior Campaign Executive (Axa)
  • Email Marketing Manager (House of Fraser)
  • Campaign Manager (
  • Business Analyst (
Enrol onto ‘Data Driven Marketing’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Tim Hamill, Director, Data Ketchup

Tim is a founding partner of Data Ketchup, a data driven consultancy specialising in getting businesses better ROI through data driven insights and solutions.  The company has recently added a powerful data driven SEO capability, and is now helping companies get fast, relevant and effective results.
He has held senior positions at Royal Mail, supporting the strategic development of the company pre and post privatisation, covering marketing, commercial development, Sales and partnership development.
He ran the Mail Media Centre where he significantly increased engagement with UK top 100 advertisers and their agencies through research, product development, marketing channels and new industry partnerships.
Recent highlights have been the successful launch of a brand new media and data planning division at Royal Mail which is successfully working on an ongoing basis with some of the UK’s biggest advertisers, and winning awards.
He is a member of the Institute of Direct and Digital Marketing Data Council, a member of their educational advisory board, and is also a tutor on IDM courses, and has been an awards judge for the DMA.  

IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

This course provides a very detailed understanding of how data should be used and assessed, not only in email marketing but in the wider marketing mix.

Ronak Patel,
Digital Strategist, DraftFCB London

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

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

Knowledgeable tutors with a wealth and variety of real practical experience sharing that to us in a small group meant really strong, intensive learning packed into a well - structured and timed course. Lots of inspiration and demystification! Thank you!

Emma Kendon Dip IDM,
Fundraiser and Copywriter, Great Appeal

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