Data Driven Marketing | Training Course | IDM
  • You will learn to
  • Details
  • Course availability

You will learn to:

  • Understand the different types of data and its reliability
  • 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
  • Leverage your marketing expenditure and improve ROI
  • Use some powerful segmentation and insight techniques that you can use straight away

Course Categories: Data & Analytics, Popular Courses

See below for further course details and full programme information.

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1 day (7 CPD hours)

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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  
19/09/24 Virtual classroom £360.00 £450.00 18 More info
Book Until
18 Sep 24
11/12/24 Virtual classroom £360.00 £450.00 18 More info
Book Until
10 Dec 24
12/03/25 Virtual classroom £360.00 £450.00 15 More info
Book Until
11 Mar 25

NB: Prices above subject to VAT

Course Information

Understanding the Marketing Data Environment

  • The data challenges facing marketers today
  • What is data and why use data in marketing
  • The reliability of different data types and when to use each type.
  • The consideration for data collection and management.

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 and supporting KPI's.
  • Calculating how much you can afford to spend on a new customer
  • Understanding how and when to use lifetime value analysis
  • The importance of data storytelling and tools to frame a marketing story.

Understanding the importance of Customer Insight

  • The difference between data and insight and how to spot the difference
  • Using customer segmentation to get better results.
  • Introduction and application of practical tools to start to find knowledge and insights from your data.
  • An introduction to danger of averages in marketing data evaluation
  • Comparing two data sets to identify what is really happening.
  • Enhancing your data from third party sources
  • Developing customer personas
  • Using data on existing customers to find new ones

This course is designed for anyone looking to start getting more value out of their marketing data. You will come away with a practical tool kit that you will be able to apply immediately back at work without the need to purchase any additional software.

Previous delegates include:

  • Senior Campaign Executive (Axa)
  • Email Marketing Manager (House of Fraser)
  • Campaign Manager (
  • Business Analyst (

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.

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...

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

Get in touch...