You will learn to:

  • Identify which statistical methods are most useful to marketers
  • Maximise the effectiveness of the data you hold
  • Use predictive modelling techniques and segmentation methods
  • Identify and interpret the key elements of your statistical output
  • Use the findings appropriately and effectively to inform future strategies


2 days (14 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
23/05/19 London (W1W 8SS) £955.00 £1,125.00 16

Course Information


Why data analysis is so important

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.

  • Getting to understand the customer
  • The role of data and analytical teams within the organisation

Getting to know your data

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:

  • Data mining techniques – variable types, frequencies and descriptive statistics
  • Statistical tests of significance
  • Workshop session

Looking for key relationships within your data

  • Assessing the influence of key marketing variables upon each other. Includes comparison of means, contingency tables and correlations
  • Workshop session

Using modelling techniques to predict the future

  • How predictive modelling can be used to better understand campaign performance, and the practicalities of using predictive models
  • An introduction to predictive modelling using regression
  • Creating scorecards
  • Workshop session

Using segmentation methods to acknowledge differences amongst your customers

  • Background – why create segments?
  • Segmentation considerations
  • Descriptive vs. predictive

Descriptive segmentation techniques

  • An introduction to cluster analysis to create segments
  • Workshop session

Using segmentation to make predictions about future marketing performance

Bringing it all together

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.

  • An introduction to the use of decision trees to create segments and inform future targeting
  • Workshop session

Who Should Attend

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.

Previous delegates include:

  • Marketing Analyst (SAGE Publications)
  • Senior Marketing Consultant (RBS Insurance)
  • Marketing Manager (Nationwide Building Society)

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.


Huw Davis Hon F IDM , Founder and Chief Data Scientist, Nanomarketing UK and Singapore

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.

Sharon Slade
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

Jack Naylor
Administrator, Armitages

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

Grant Baillie
Multi-channel CRM Manager, Argos

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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