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You will learn to:

  • Understand data analysis and develop a successful data-driven marketing strategy
  • Define data quality to ensure you capture good data and manage it effectively
  • Develop customer insight through analysis and interpretation of your data
  • Understand the principles of segmentation and targeting
  • Appreciate legislation and regulations around data protection and privacy issues

Course availability 

start location member non-member places left
Canary Wharf (E14 5AP) £425.00 £450.00 10+

NB: Prices above subject to VAT.

Course information


The role of data

  • Developing a data-driven marketing strategy
  • Understanding data analysis
  • Understanding how to join up offline and online data
  • Identifying data gaps and limitations

Defining Data Quality

  • Developing a data quality strategy
  • The differences between consumer and business data
  • The issue with poor data
  • Data collection and capture (on and offline)
  • Different forms of data
  • Data enhancement and using external data sets
  • Duplicate data and how it can be managed

Gaining Customer Insight

  • How data can help you understand your customers on and offline
  • Profiling tools for consumer and business data
  • The principles of segmentation
  • How to develop targeting models

Data analytics

  • Data mining and “Big Data"
  • Key website analytics
  • How to measure social media campaigns
  • Building an evaluation framework
  • Identify appropriate KPIs

The Law relating to Data

  • Data protection and EU Directives
  • Privacy issues
  • Self-regulation: Preference Services MPS and TPS
who should attend?

The course is designed for marketers new to direct and digital marketing. If your role involves turning data into customer insight and data-driven communications, then this course is right for you.

Enrol onto ‘Database Marketing: Essentials’ 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.


Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy

Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group.  She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed.  With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.

Liz Curry

Liz first joined Comic Relief in 1995 after working briefly with the UN on the first Mozambican General Election, and travelling through East Africa. Before that she had worked at the National Theatre in various marketing roles. Working to Comic Relief’s CEO, she has been involved in many and various projects such as managing an application to the Millennium Commission for a comedy theme park, and the publication of two JK Rowling books. After a secondment to the volunteering charity, TimeBank, as Campaign Manager, Liz returned to Comic Relief to take up the position of CRM Manager, a position she has held since 2002. Awards include the 2012 IoF Insight in Fundraising Award for Driving Strategy; Marketing Week’s Data Strategy Award for 2013; Data IQ’s Real Mail Marketer of the Year in 2013, and the 2013 IoF Insight in Fundraising Award for Innovation. Liz is also a member of the IDM data marketing council.


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.

Etc.venues Marble Arch

Located in the heart of the West End, just minutes away from Marble Arch and Bond Street stations, etc.venues Marble Arch offers contemporary designed, high quality training and meeting rooms.

I would recommend this one day introduction as a great way to build or refresh knowledge. I found it extremely interesting, relevant and well delivered.

Rachel Ramsden,
Skipton Building Society

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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