• You will learn to
  • Details
  • Course availability

You will learn to:

  • Use data to improve the efficiency and effectiveness of your marketing programmes
  • Understand the metrics to evaluate your marketing performance
  • Use data to determine the value of your customers
  • Implement a test programme to improve campaign performance
  • Leverage your marketing expenditure and improve ROI

Home Learning

All learning products and services are currently being delivered digitally using the following engaging formats:

Virtual Classroom: Tutor led, live, online classroom environments, find out more here: Virtual Classroom

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience, find out more here: Online Learning

 

IDM Membership Subsidy


Course Categories: Data & Analytics, Popular Courses

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Location Member Non-Member Places Left  
04/12/20 Virtual classroom £400.00 £450.00 9 More info
Book Until
3 Dec 20
31/03/21 Virtual classroom £400.00 £450.00 16 More info
Book Until
30 Mar 21

NB: Prices above subject to VAT

Course Information

Using data to drive the business forward

  • Understanding the business you are in and who your customers really are
  • How to identify what you need to measure
  • Using direct marketing metrics to set realistic objectives, targets and budgets
  • Calculating how much you can afford to spend on a new customer
  • Understanding how and when to use lifetime value analysis

Understanding the importance of Customer Insight

  • Using customer segmentation and predictive models to get better results
  • Enhancing your data from third party sources
  • How to select the best people to mail: segmentation vs. scoring
  • Developing customer personas
  • Using data on existing customers to find new ones

The what, when and how of testing

  • Understanding the benefits of testing
  • What's worth testing and what's not
  • Constructing a test matrix for direct mail and email
  • How to test in other media
  • Understanding the 'response cycle' and calculating a reliable sample size
  • Predicting what's likely to happen next time around and what impact this will have on your campaign profitability

Evaluating your results and applying to future campaigns

  • So... which 'half' worked? A simple guide to reviewing your test results
  • Using statistical techniques to learn more about who responded and who didn't
  • How decision tree models work and how to use them
  • Using gains tables and charts to improve your campaign performance next time round
  • Planning for future campaigns

This course is designed for all marketers needing to better understand customers and their behaviour to improve their campaign performance and ROI.

Previous delegates include:

  • Senior Campaign Executive (Axa)
  • Email Marketing Manager (House of Fraser)
  • Campaign Manager (Confused.com)
  • Business Analyst (Moo.com)

Enrol onto 'Data Driven Marketing' 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.

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.

London (W1W 8SS)

This course provides a very detailed understanding of how data should be used and assessed, not only in email marketing but in the wider marketing mix.

Ronak Patel,
Digital Strategist, DraftFCB London

This one day course provided me with the tools I need to go back and implement robust campaigns and an intelligent testing programme.

Virginie Elbaz,
Data Planner, News International Ltd

My campaigns should never bomb again - but if they do I'll know what to do to address it.

Anne Byrom M IDM, Award EM, Dip IDM,
The Co-Operative Group

Very well structured and well taught. Very confident teacher and some excellent notes to take home with me.

Would highly recommend to a friend - You can tell a lot of thought /planning has gone in to this lesson as its well rewarded.

This course built confidence in the subject & my own ability to apply Data Driven Marketing.

Get in touch...

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