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During this course you will learn to:

  • 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

Course availability 

start study mode location member non-member exam fee
Online Online £125.00 £125.00 £0.00
more info
book until 31 Dec 2018

NB: Prices above subject to VAT.

Course information


This qualification is made up of 9 modules. You will also be required to complete one exam.

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
course info

In order to attain the Award in Data-Driven Marketing and use the honorifics Award DDM you must pass an online exam.

Online study

The IDM Data-Driven Marketing course is delivered through online learning. Online marketing courses provide a convenient and easy way to study wherever you are.

Students will be required to undertake all ten modules in order to achieve the qualification. In all, this will require approximately 35 hours of study (you will be allowed up to one year to complete). As a basic marketing course, the focus of the award is on breadth, giving you a comprehensive overview of both direct and digital marketing.

At the end of the programme there will be one online examination to be completed which, if successful, will qualify you to receive the IDM Award in Data-Driven Marketing (Award DDM).

I would recommend this oneday introduction as a great way to build or refresh knowledge. I found it extremely interesting, relevant and well delivered.

Rachel Ramsden,
Skipton Building Society

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