During your Introduction to Data-Driven Marketing, you will learn:

  • The roles and benefits of direct marketing channels and how to deliver a successful data-driven campaign
  • How to plan a data capture strategy
  • Research, plan, implement, test and measure data-driven campaigns
  • Confidently plan an integrated data-driven marketing plan

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Course availability

Please get in touch for more information. Call us on 020 8614 0255 or email on customerservices@theidm.com

Qualification Information


This course is made up of 9 modules.

Module 1: Overview of integrated direct marketing communications

  • The principal direct channels available to marketers, and how they are used today
  • The key tasks demanded of current marketing - and how an integrated approach is well-fitted to these

Module 2: Direct marketing channels

  • How to use direct mail, door-to-door, inserts, printed media, direct response TV (DRTV), direct response radio, and telemarketing for best practice.

Module 2: Digital marketing channels

  • The role of digital marketing and the online value proposition
  • An understanding of the key digital channels: search marketing, display advertising, email, social media marketing, mobile and affiliate marketing

Module 4: Database marketing

  • Creating a clear data strategy
  • Identifying what data you need to deliver your marketing goals
  • Building knowledge of legal and regulatory constraints around use of personal data
  • Permission marketing and CRM best practices: obtaining and maintaining consent

Module 5: Data analysis

  • Using profiling to extract simple insight from your data
  • Improving your targeting through the use of segmentation and personas
  • Adding to your customer understanding through market research

Module 6: Data-Driven Marketing Communications Planning

  • Performing a situation analysis
  • SMART objectives setting
  • Campaign management and evaluation

Module 7: Campaign Planning

  • The ability to use the key planning tools
  • Understanding the different techniques to deliver acquisition and retention campaigns
  • The key differences between B2B and B2C marketing

Module 8: Testing

  • An awareness of what can be tested and in what order
  • Knowing the key steps in developing a test programme
  • Understanding the challenges of measuring tests in multichannel campaigns

Module 9: Creative Briefing

  • Understanding the importance of a good creative brief
  • Knowing how to prepare and deliver a good creative brief
  • Understanding how to evaluate creative work

Study Mode


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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