IDM Award in Customer Data Strategy | IDM
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You will learn:

How customer data can be used by marketing decision makers to improve customer engagement and customer experience. Discover how to gain the competitive edge and delight your customers using data segmentation, profiling and technology platforms.

This course is designed for practicing marketing leaders, you will work through case studies, practical exercises and processes to support the implementation of what you are learning.

Download a sample exercise taken from this course:

Research proposal

See below for further course details and full programme information.


Online (7 CPD hours)

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Course availability

Start Study Mode Location Member Non-Member Exam Fee  
Anytime Online Online £450.00 £495.00 -

NB: Prices above subject to VAT

Qualification Information

The importance of data in marketing 

The proliferation of customer data has transformed the marketing landscape. In this lesson, you'll learn the fundamentals of gathering data, evaluating its quality, and turning it into actionable insights. Using practical exercises and industry case studies, you'll also gain an understanding of data's increasing role in marketing and the ethics of data processing. 

Knowing your customers and prospects 

Your customers should be at the heart of everything you do, but how well do you really know them? In this lesson, you will learn how to identify your key customs, research their behaviour, and identify future consumer trends. Using interactive exercises and practical examples, you'll see how to conduct an RFM analysis and then use these insights to segment your audience. 

Using research data and insight to inform your strategy 

The days of building marketing strategies on hunches and intuition are over. These days, god is in the data. In this lesson, you'll learn how to differentiate between quantitative and qualitative data and explore the various ways qualitative research can shed light on consumer behaviour. Using interactive exercises and industry case studies, you'll go through the stages of designing a research brief for your organisation.   

Calculating lifetime value 

For digital marketers, everything comes back to lifetime value (LTV). Those three little letters can make or break your campaign. In this lesson, you'll explore why LTV is such an important planning measure and the difference between the value of money now and its relative value in the future. Using interactive exercises and practical examples, we'll walk you through the process of calculating LTV for your own organisation.   

Understanding customer data 

Data is only useful if it can be turned into actionable insights. 

In this lesson, you will explore how data can be used to increase your understanding of your customers and identify insights that can drive competitive advantage. Using interactive exercises and practical examples, you'll learn how to create a structured approach to your data collection and analysis.   

Developing a customer data strategy 

Customer data has been transformed from an annoying by product to a hugely sought-after commodity. However, many companies' data strategies have failed to keep up. 

In this lesson, you will be introduced to the key organisational benefits of having a detailed and integrated data strategy. Using interactive exercises and industry case studies, you'll reflect on how you currently handle your data looking for opportunities to improve the efficacy of your marketing communications.   

Creating a single customer view 

Poor customer experiences are often rooted in poor data management. 

In this lesson, you'll learn how a Single Customer View can revolutionise your internal database processes, improve the targeting of your marketing and create aligned customer experiences. Using interactive exercises and practical examples, you'll explore how to introduce a Single Customer View at your organisation.   

Developing your approach to profiling, segmentation and targeting 

When used effectively, customer data offers you the tantalising opportunity to create a genuinely personalisation customer experience. 

In this lesson, you will examine how you can use your customer data to inform your marketing strategy. Using interactive exercises and industry case studies, you'll explore how to use profiling, segmentation and targeting to create a laser-focused approach to your communications. 

Profiling your data 

There's no point creating incredible marketing if you're sending it to the wrong people. Profiling is the essential technique in the marketer's toolkit to identify those customers who are likely to make a purchase. 

In this lesson, you will learn how to use profiling to shed light on your customers and their needs. Using interactive exercises and practical examples you'll examine a number of profiling techniques to improving your targeting strategy. 

Segmenting your customers 

Each of your customers is unique; they deserve to be treated as such. 

In this lesson, you will learn how to use segmentation to cater to the individual needs of your audience. Using interactive exercises and industry case studies, you'll explore a range of techniques to identify, understand, and target your audience segments.   

Analysing the value of customer interactions 

Only by systematically monitoring and assessing the value of your customer relationships will you be able to optimise your CRM strategy. 

In this lesson, you will explore the various types of customer analysis and how you can use these insights to extend the lifetime of those customers. Using practical exercises and industry case studies, you will also discover how to use data to track, model and enrich your customer relationships.

The Award in Customer Data Strategy is for marketing leaders looking to fast track their knowledge on how customer data can be used to improve marketing performance. You should be a practicing marketing manager or above to get the most out of this course.


Enjoy the flexibility of devising your own personalised study routine with your programme deadlines 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 0255.

Beverly Barker F IDM, FHEA, Partner, Business Solutions

Beverly Barker, F IDM, FHEA, is a leading trainer and consultant in digital and direct marketing, with extensive experience in communications and media planning. Beverly's industry background extends over 30 years, including 10 years at Carat as a Board Director and Head of Direct and Digital. Beverly is now a partner in Business Solutions, Lecturer with Bournemouth University's prestigious Media School and Tutor for the IDM. She combines academia with her role as a Digital Consultant, providing strategic insight to both UK and International clients in customer journey analysis in planning media, content and proposition development and all aspects of integrated communications planning. Her particular interests include planning, delivering and measuring campaign effectiveness, including attribution modelling, which is the subject of her ongoing PhD. Beverly was recently awarded the prestigious IDM Educator of the Year Award for her exceptional contribution to direct and digital marketing education. She is widely published on media planning and digital marketing and a regular speaker on matters digital at academic marketing conferences.

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