Learn how to increase your marketing success by turning customer data into effective intelligence. Mine your data to look for relationships and asses the influence of key variables. Use modelling techniques and segmentation methods to predict future performance and inform your strategy.
This session sets the scene for the two days. It considers why intelligent use of data is an essential component in developing an understanding of customers, improving targeting strategies and developing the business.
The aim of this session is to introduce delegates to basic analytical tools for understanding data and the relationships between different types of information, including:
For the final session, delegates will work in small teams to address a practical case study, applying the knowledge gained throughout the course to produce an appropriate analytical strategy.
This course is designed for marketers wanting a better understanding of analytical techniques. This is the course for you if you need to work with statistical or data-related concepts as part of your role. Its mathematical content will require a reasonable level of numeracy.
Enrol onto ‘Data Analytics for Marketers’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
Mark Patron M IDM is a digital marketing consultant and non-exec director. He has worked in data driven marketing for 30 years. Previously as CEO he grew RedEye to be one of the top two UK based email marketing automation businesses. Mark has been a director of over 50 UK, Continental and US data driven marketing companies. He was a co-founder of Transactis. Mark was part of the management team that developed the revenues of VNU’s marketing information business, now called Nielsen market research, from $150 million in 1994 to $2.5 billion by 2001. He co- founded and was Chairman of Abacus Europe. Over 14 years, mostly as MD, he built Claritas UK, now part of Acxiom, to £30 million revenues. Mark was voted one of UK’s 15 most influential direct marketers by readers of Precision Marketing magazine.
Huw is a recognised leader in global data delivery and founder of Nanomarketing, an independent data strategy and analytical consultancy, launched in March 2007 and now with locations in London and Singapore.
In the past 30 years Huw’s career has taken him from the actuarial department of BUPA Health Insurance to a range of agencies and consultancies, especially following the buyout of his first company, Data by Design to Experian, in 1998. Huw has served as General Manager for Data and Consulting at OgilvyOne Worldwide, and then as Chairman of EHS Brann Discovery and Global Director of Data and Discovery for Euro RSCG 4D (now known as Havas Worldwide) for 6 years.
Huw is also a regular global conference speaker for both the IDM and DMA. Along with his Honorary Life Fellowship, Huw was named the IDM’s Educator of the Year in 2004 and was awarded Data Professional of the Year by his peers at the Data Strategy Awards in 2007.
London (W1W 8SS)
An insightful two days with a good mixture of presentations, guest speakers and exercises. I am looking forward to going back to the office and applying what I’ve learnt.
Database & Customer Insight Manager, Warner Leisure Hotels
I would highly recommend this course to anyone who needs guidance on how to move your market data forward
Very interesting course, giving me some good insight into the theory of data analysis and how it can be applied with some good case studies
Multi-channel CRM Manager, Argos
Professor Davis is very nice and open, and creates a great environment for everyone to ask questions. He clearly knows the subject matter very well.
Really enjoyed it and tutor kept it entertaining and informative. Lots of useful and immediately relevant information.