During your Introduction to Data & Analysis, you will learn to:

  • Identify the drivers of value, risk and cost in data used by the marketing department
  • Plan your organisational strategy for data collection, permissioning and management
  • Understand how data drives marketing and the impact of data quality
  • Create an effective data management strategy
  • Construct a data strategy that adheres to current and forthcoming legislation and regulation
  • Build a secure data management culture that enables marketing innovation

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Course availability

Start Study Mode Location Member Non-Member Exam Fee  
01/05/19 Online Online £169.00 £199.00 - More info
Book Until
31 May 19
01/06/19 Online Online £169.00 £199.00 - More info
Book Until
30 Jun 19
01/07/19 Online Online £169.00 £199.00 - More info
Book Until
31 Jul 19
01/08/19 Online Online £169.00 £199.00 - More info
Book Until
31 Aug 19

NB: Prices above subject to VAT

Qualification Information

Programme

This course is made up of 8 modules.

Module 1: Defining data

Learning objective: To understand the basics of marketing data and its role and importance within your business
  • Understand what data is and where it comes from
  • Assess the role and importance of data within a business
  • Identify some key techniques for adding value to data
  • Understand how to classify data according to reliability, stability and content
  • Gain awareness of key data types and sources

Module 2: Data quality

Learning objective: To understand the key concepts of data quality
  • Understand why data quality is important in sustaining your business
  • Assess what good data quality looks like
  • Identify the origins of poor quality data
  • Evaluate the impact that poor data quality can have over your business
  • Understand how to move towards a single customer view

Module 3: Data management

Learning objective: To understand how manage data and data quality issues
  • Appreciate the reasons for managing data quality
  • Understand good and bad data management practices
  • Identify the key components of data quality improvement
  • Appreciate the value to the business of data quality improvement
  • Understand practical techniques for cleansing your data
  • Assess the maturity of your organisation in respect of data quality management

Module 4: Database structures

Learning objective: To understand the role of the database and how to plan/build one.
  • Identify the role of a database.
  • Appreciate the different types of database structures.
  • Understand how to plan and build a database.

Module 5: Data – preparation and mining

Learning objective: To help you understand the role of technology in managing data
  • Understand the importance of data preparation.
  • Recognise the different types of data (internal and external) that support analytical processes, including data profiling.
  • Identify the role of data mining and how it can be used to generate insight

Module 6: Data – segmentation and predictive modelling

Learning objective: To help you understand segmentation and predictive modelling
  • Appreciate the role of segmentation and predictive modelling when trying to glean insights from your data.
  • Understand the range of statistical techniques you can use to understand your data better

Module 7: Data security

Learning objective: To assess the importance of data security for your business
  • Understand the three core principles of data and information security; confidentiality, integrity, and availability
  • Assess what good data security looks like in practice
  • Manage and measure the risks related to data security
  • Understand how to handle a data security breach
  • Evaluate the cost and damage to your business of getting data security wrong

Module 8: Data governance

Learning objective: To understand why good data governance is essential and how to accurately assess your own organisation’s current data capability on the Data Governance Maturity Model
  • Understand what data governance is and why it’s important to your organisation
  • Review the impact of inadequate data governance
  • Understand your organisation’s current data capability
  • Plot your position on the Data Governance Maturity Model and monitor your progress
  • Organise for successful data governance and data management
  • Develop and implement a successful data governance strategy
  • Appreciate the legal and regulatory regime which governs personal data, particularly the GDPR

Study Mode

Online

Enjoy the flexibility of devising your own personalised study routine via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.

All prices above are subject to vat

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