IDM Award in Data-Driven Marketing

This course is made up of 9 modules. You will also be required to complete one online assessment.

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 3: 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