This programme is equivalent to a level 6 qualification or to bachelor’s degree level and is made up of 10 modules.
Module 1 – The Data-Driven Marketing mix
Learning Objective: Understand the purpose and underlying principles of data-driven marketing and how to plan and manage the marketing mix.
- Purpose of marketing – Find, Attract, Retain and Grow Customers
- Current and future challenges facing marketing
- Marketing theory. marketing practice. What is brand positioning?
- Challenging the silos of marketing
- What it takes to be a data-driven marketing team and business
Module 2 – Customer Relationship Marketing....or Management?
Learning Objective: Understanding how customers generate value for businesses, how to measure and evaluate and apply for maximum profit and ROI.
- The principles of Customer Lifetime Value and data-driven marketing communications planning
- The challenges of personalisation
- Implications for data-driven Customer Relationship Management (CRM)
- How to collect, validate, analyse and apply data to become a customer focused business
- How customer and commercial data play a leading role in business strategy
- Technology to support CRM
- How to maximise ROI from marketing investment
Module 3 – Privacy, Compliance and the law
Learning Objective: The principles of managing data to enable a successful data-driven business in a time of changing consumer expectations.
- Overview of the marketer’s legal obligations and consumer rights
- The changing way that consumers view their data and privacy
- Principles of responsible marketing and DMA code of conduct
- GDPR, PECR now and ePrivacy regulations arriving in 2019
- UK preference services – what they are and how should they be applied.
- How to meet consumer expectations and retain brand trust
Module 4 – Customer Insight for Marketing
Learning objective: Understanding how customers think and behave and how you can use data and research to generate insight.
- Consumer buying theory – sales funnel and ‘Ladder of Loyalty’
- Consumer buying in practice and the modern context to communication
- What is brand positioning and how do we compete?
- How does the consumer think and behave as they consider and buy?
- Implications for successful data-driven marketing communications
- What is big data?
- How do we capture and manage data for a Single Customer View (SCV)?
- Segmentation and personalisation – customer relevance, data-driven marketing and business planning
- Segmentation methodologies and targeted marketing
Module 5 – Customer Service Experience Strategy for ROI & Profit
Learning Objective: Learn about tools and techniques to understand the customer journey and how segmentation and testing can create the most relevant and profitable customer experience
- Planning the most relevant customer journey and managing segments
- Developing supporting service execution
- Service experience
- Optimising ‘Bricks & mortar’ and digital experience and delivery
- People – retail, remote (call centres)
- Planning a customer contact strategy and communications
- Customer data requirements for personalised experience
- Testing and measurement to continually optimise the customer journey
Module 6 - Data-Driven Customer Acquisition strategy
Learning Objective: Understand the range of data-driven media to reach consumers who find your brand most relevant and how to compare, evaluate and integrate for optimum mix and ROI
- Media research and analytical tools
- Media mix – the role of different media, planning and implementation
- Information, costs by media
- Accurate tracking, Measurement relevance
- Testing and Evaluation
- Optimising the mix and integrating media to drive overall impact and ROI
Module 7 – Retaining your best customers
Learning Objective: Learn how to plan, develop and implement a mix of marketing channels to increase the preference your customers have for your brand
- The bonds that can exist between customers and brands
- Where to focus your efforts – LTV, RFV, propensity modelling and segmentation
- Defining the customer lifecycle and relevant contact strategies
- Customer communication – Direct, Digital, Social, CRM and service communications
- Permissions – how to ask and optimise positive response
Module 8 – Creative Strategy – Communicating Relevantly and Persuasively
Learning Objective: Understand the core principles of data-driven marketing communications and how to apply them
- Why briefs are as important to business as they are to creative development?
- How to write a powerful proposition?
- How to apply customer insight to the creative brief?
Module 9 – Testing to Continually Improve Marketing Performance
Learning Objective: Learn how to plan and manage data for reliable testing
- Why do we test?
- Testing – what to test?
- Building test matrices
- Testing offline – DRTV, press, direct mail, door drop
- Testing online – Path to Purchase (PTP), PPC, email, social
- Understanding the statistical principles to create a valid test
- The roles for market research in data-driven marketing
Module 10 – Planning and implementing Data-Driven Marketing Communications Campaigns
Learning Objective: Understand how to prepare for and develop a structured approach to data-driven marketing communications planning
- Planning and managing the process
- Choosing, briefing and co-ordinating resources
- Campaign management tools
- Process including PERT and GANNT
- Campaign team management
- Refining the campaign
- Campaign evaluation, optimisation and management
Intensive - Central London
2 x 3 day face-to-face sessions which take place at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.
Day-release - Central London
6 x 1 day face-to-face sessions which take place in Central London. The exact location of our courses vary, so please make sure you check before attending.
This programme can be fully customised and delivered to your staff in-house. For more information visit theidm.com/corporate.
To support your studies
Every delegate has an online learning account which includes:
- eLearning modules on the key digital channels
- Online course materials
- Best practice guides from DMA councils on topics like social media, data, etc.
- Case studies from DMA Awards winners
- Links to industry leading blogs, whitepapers and websites.
Delegates are automatically enrolled as IDM members, giving access to events and a free Euromonitor subscription for the latest consumer research (worth £170 pa).
Exams and assessments
In order to attain the Professional Diploma in Data-Driven Marketing you must successfully pass two assignments and one exam.
- You will have five weeks to complete each assignment and three hours to complete the exam.
- Exams take place in March, June and December at over 3,500 venues around the world.
Pass marks and grades
Assignment marks are weighted. Assignment 1 is weighted at 40% and Assignment 2 is weighted at 60%.
- To pass you will need a minimum of 45% in each assignment and exam to pass
- If one or both assignments don’t meet the minimum pass mark, your tutor will discuss this with you and may be considered by the Board of Examiners in conjunction with your exam results.
- To obtain a CREDIT you must pass both papers and achieve an overall average of 60%. For a DISTINCTION you must pass both papers and achieve an overall average of 70%.
Martin Chillcott F IDM, Director, Hotchilly Marketing
Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.
He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.
12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.
This IDM Diploma has been fundamental in my development as a marketer. Although it seemed like a big leap to start the intensive course whilst still being an assistant in my team, it was so worth it. At times it was challenging but it has given me the confidence to bring my ideas to the table during campaigns back at the office. It's advanced my understanding of techniques to allow me to apply them in every day work, maximising income for our charity and proving myself to the industry. During and since studying I have been awarded two national awards in Fundraising and been promoted - which just goes to show what a course like this can help you achieve.
Emma Smith Dip IDM,
Direct Marketing Officer, Cats Protection
This course is practical rather than just theory based, so you can apply your learnings to your everyday work
Carly Granger Dip IDM,
Marketing Assistant, Simply Health