IDM Award in Data Driven Marketing Planning | IDM
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You will learn:

Step up your strategic marketing planning. Understand how to use your campaign and customer data to inform your channel selection and build a communications strategy to create high performing campaign briefs.

This course is for Marketing Managers and Marketing Executives looking to step up their strategic marketing planning, 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:

Omnichannel planning framework

See below for further course details and full programme information.

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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 power of Omnichannel Campaigns

Most marketing departments treat omnichannel marketing as a holy-grail ambition. However, despite this reverence, the fundamentals of omnichannel marketing are relatively simple. Using practical exercises and industry case studies, we'll teach you the principles of omnichannel planning; how it works, why it works, and how you can make it work for you.

Implementing the integrated planning process

In this lesson you'll work through a 13-step tried-and-test implementation frame to help you prepare, implement, and measure your new omnichannel communication strategy. At the end of the lesson, we'll provide you with a framework to fill in, which will support implementation in your own organisation.

Facilitating change for integrated planning

Omnichannel marketing will require a degree of restructuring, so, as with all change, some resistance is inevitable. We'll show you how to lay the groundwork for your new omnichannel approach. At the end of the lesson, there's a bespoke action plan for you to complete, to help you foresee and overcome any opposition.

Create a customer centric communications plan

Your customers should be at the heart of everything you do; this includes your communications plan. This lesson delves into what it means to be genuinely 'customer-centric'. By the end of this lesson, you'll be ready to produce a customer-centric communications plan for your own company.

Building a communications strategy

Your communications strategy outlines how you use your marketing channels to reach your target market. Learn how to plan your strategy using segmentation, targeting and positioning. You'll also learn how to create a customer journey based on key activity and next best action.

Analysing your omnichannel campaigns

So you've implemented your new omnichannel approach, but how do you know if it's working? Discover how to monitor the overall performance of your omnichannel marketing campaigns. At the end of the lesson, you'll apply what you've learnt, using our bespoke Omnichannel ROI Analyser to help you keep track of your ROI for each of your channels, highlighting areas for improvement.

Transform data into insights for continuous improvement

Once you have gathered your campaign data, you need to work out what it's actually telling you. We'll walk you through the process of gathering your campaign data and converting it into valuable insights which you can use to improve future marketing performance. Using our bespoke test and learn template, you'll learn how to develop, test, and evaluate your hypotheses.

Strategic campaign briefing

A thorough brief will form the foundations for your marketing campaign. However, despite its importance, the briefing stage is too-often overlooked or rushed. Using practical exercises and industry case studies we'll take you through the process of writing an in-depth strategic campaign briefing. At the end of the lesson, using our briefing template, you will write your own strategic brief for a campaign you've worked on.

Defining SMART objectives

SMART objectives are an essential tool for monitoring your progress and achieving your goals. In this lesson you will learn the different attributes of SMART objectives and how they can help you deliver your campaigns and projects.

Using insights to influence marketing strategy

You've gathered your data, created your insights, and built a plan to optimise your marketing. Now you need to persuade your senior management to adopt your recommendations. Using practical exercises and real-world examples, we'll take you through the process of created clear, persuasive, and evidence-based proposals.

Managing your budget

Once you've completed your budget, you need to start allocating it between your different activities. Using our tried-and-tested budgeting template, you'll learn a range of tips and techniques to make sure your budget is driving actions at every stage of your customer journey.

This course is for Marketing Managers and Marketing Executives looking to step up their strategic marketing planning


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.

Tim Hamill F IDM, Director, Data Ketchup

Tim has over 25 years of marketing experience specialising in helping businesses utilise data to improve their marketing and commercial decision making.

During his career he's held several senior roles at Royal Mail, driving their marketing, market insight product development, and creative services.

He is a founding partner of data-driven creative marketing consultancy Data Ketchup and a Director of Customer Content for 3d Mapping Company.

For the last five years, he's been an IDM tutor teaching qualifications on direct marketing, finance, and data. He was named IDM educator of the year for 2019.

David Hearn F IDM, Creative Technology Director Arcstream AV

David Hearn F IDM has been a marketer for 30 years, starting at the Economist, before moving to agency FCB, working for British Airways and The Australian Tourist Commission. He then became co-owner of direct and digital agency AHK, developing successful customer acquisition and retention programmes for, amongst others, Royal Mail, 3M, Canon and Adobe.

David is now working in creative technology for Arcstream AV, delivering interactive marketing solutions for major brands including Ford, GSK, EY and Schroders. Helping bridge digital and face-to-face engagements.

With wide experience in both B2C and B2B markets, he has been sharing his expertise and experience for over 20 years as a trainer and tutor for the IDM. David also lectures at universities and delivers a series of online professional training webinars.

Nick Crawford, Owner and Principle Consultant, Twist Consultancy

Nick is the owner of Twist Consultancy, however his career began heading up call centreteams, developed into customer experience measurement & then moved to data led online campaigns, Nick helps businesses win & retain customers with relevant & engaging marketing.

Nick works with B2C & B2B clients and has an excellent understanding of data-driven marketing & strategic planning. With over 15 years across CRM, database marketing, campaign management, email customer insights & customer journey planning.

With a proven strategic experience of senior client & stakeholder management & a strong commercial experience & acumen, Nick prides himself on making things happen.

He is an industry speaker & written contributor including the 2017 'Econsultancy Email Marketing Best Practice Guide' and an elected member of the DMA Email Council & Legal Hub. Championing email as an essential part of the greater marketing mix with a focus on compliance (inc. GDPR delivery) and best practice.

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