• You will learn to
  • Details
  • Course availability

You will learn to:

  • Identify what information you really need for successful data-driven marketing
  • Consider the best sources of this data
  • Develop better insight on customer behaviour/motivation
  • Appreciate the principles of segmentation and targeting
  • Understand data analysis to build powerful propositions
  • Assess how data protection affects your personalised communications

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


1 day (7 CPD hours)

Get in touch...

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

Course availability

Please get in touch for more information. Call us on 020 8614 0255 or email on training@theidm.com

Course Information

The role of data

  • Setting your data goals
  • Knowing what you need
  • Deciding who can best tell you
  • Collecting the right data at the right time
  • Understanding the mix & match of offline/online data
  • Identifying data gaps and limitations

Defining Data Quality

  • Keeping information up to date
  • Benefits and challenges of data enhancement/external data
  • Managing duplication
  • Working with a retention policy
  • The differences between consumer and business data

Gaining Customer Insight

  • Getting closer to your customers’ needs and expectations
  • Profiling tools
  • The principles of segmentation
  • How to develop targeting models

Data analytics

  • Big Data introduced
  • Turning data into a customer narrative
  • Measuring campaign performance
  • Building an evaluation framework

The Law relating to Data

  • Data protection Legislation
  • Privacy issues
  • Self-regulation: Preference Services MPS and TPS
  • Building customer trust and confidence in your data practices

The course is designed for marketers new to direct and digital marketing. If your role involves turning data into customer insight and data-driven communications, then this course is right for you.

Enrol onto ‘Database Marketing: Essentials’ 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.

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

Rachel Ramsden,
Skipton Building Society

Get in touch...

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

Privacy Notice:

To learn how we look after your data please see our privacy notice.

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