This programme is equivalent to a level 6 qualification or to bachelor’s degree level and is made up of 10 modules.
Module 1 – The Data-Driven Marketing mix
Learning Objective: Understand the purpose and underlying principles of data-driven marketing and how to plan and manage the marketing mix.
- Purpose of marketing – Find, Attract, Retain and Grow Customers
- Current and future challenges facing marketing
- Marketing theory. marketing practice. What is brand positioning?
- Challenging the silos of marketing
- What it takes to be a data-driven marketing team and business
Module 2 – Customer Relationship Marketing....or Management?
Learning Objective: Understanding how customers generate value for businesses, how to measure and evaluate and apply for maximum profit and ROI.
- The principles of Customer Lifetime Value and data-driven marketing communications planning
- The challenges of personalisation
- Implications for data-driven Customer Relationship Management (CRM)
- How to collect, validate, analyse and apply data to become a customer focused business
- How customer and commercial data play a leading role in business strategy
- Technology to support CRM
- How to maximise ROI from marketing investment
Module 3 – Privacy, Compliance and the law
Learning Objective: The principles of managing data to enable a successful data-driven business in a time of changing consumer expectations.
- Overview of the marketer’s legal obligations and consumer rights
- The changing way that consumers view their data and privacy
- Principles of responsible marketing and DMA code of conduct
- GDPR, PECR now and ePrivacy regulations arriving in 2019
- UK preference services – what they are and how should they be applied.
- How to meet consumer expectations and retain brand trust
Module 4 – Customer Insight for Marketing
Learning objective: Understanding how customers think and behave and how you can use data and research to generate insight.
- Consumer buying theory – sales funnel and ‘Ladder of Loyalty’
- Consumer buying in practice and the modern context to communication
- What is brand positioning and how do we compete?
- How does the consumer think and behave as they consider and buy?
- Implications for successful data-driven marketing communications
- What is big data?
- How do we capture and manage data for a Single Customer View (SCV)?
- Segmentation and personalisation – customer relevance, data-driven marketing and business planning
- Segmentation methodologies and targeted marketing
Module 5 – Customer Service Experience Strategy for ROI & Profit
Learning Objective: Learn about tools and techniques to understand the customer journey and how segmentation and testing can create the most relevant and profitable customer experience
- Planning the most relevant customer journey and managing segments
- Developing supporting service execution
- Service experience
- Optimising ‘Bricks & mortar’ and digital experience and delivery
- People – retail, remote (call centres)
- Planning a customer contact strategy and communications
- Customer data requirements for personalised experience
- Testing and measurement to continually optimise the customer journey
Module 6 - Data-Driven Customer Acquisition strategy
Learning Objective Understand the range of data-driven media to reach consumers who find your brand most relevant and how to compare, evaluate and integrate for optimum mix and ROI
- Media research and analytical tools
- Media mix – the role of different media, planning and implementation
- Information, costs by media
- Accurate tracking, Measurement relevance
- Testing and Evaluation
- Optimising the mix and integrating media to drive overall impact and ROI
Module 7 – Retaining your best customers
Learning Objective: Learn how to plan, develop and implement a mix of marketing channels to increase the preference your customers have for your brand
- The bonds that can exist between customers and brands
- Where to focus your efforts – LTV, RFV, propensity modelling and segmentation
- Defining the customer lifecycle and relevant contact strategies
- Customer communication – Direct, Digital, Social, CRM and service communications
- Permissions – how to ask and optimise positive response
Module 8 – Creative Strategy – Communicating Relevantly and Persuasively
Learning Objective: Understand the core principles of data-driven marketing communications and how to apply them
- Why briefs are as important to business as they are to creative development?
- How to write a powerful proposition?
- How to apply customer insight to the creative brief?
Module 9 – Testing to Continually Improve Marketing Performance
Learning Objective: Learn how to plan and manage data for reliable testing
- Why do we test?
- Testing – what to test?
- Building test matrices
- Testing offline – DRTV, press, direct mail, door drop
- Testing online – Path to Purchase (PTP), PPC, email, social
- Understanding the statistical principles to create a valid test
- The roles for market research in data-driven marketing
Module 10 – Planning and implementing Data-Driven Marketing Communications Campaigns
Learning Objective Understand how to prepare for and develop a structured approach to data-driven marketing communications planning
- Planning and managing the process
- Choosing, briefing and co-ordinating resources
- Campaign management tools
- Process including PERT and GANNT
- Campaign team management
- Refining the campaign
- Campaign evaluation, optimisation and management