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

Details

Duration
1 day (7 CPD hours)
Rating

Privacy Policy:

For further information about how we process your personal data, please see our Privacy Policy.

Course availability

Please get in touch for more information. Call us on 020 8614 0277 or email on customerservices@theidm.com

Course Information

Programme

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

Who Should Attend

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.

Tutor

Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy


Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group. She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed. With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.

Liz Curry, CRM Manager, Comic Relief


Liz first joined Comic Relief in 1995 after working briefly with the UN on the first Mozambican General Election, and travelling through East Africa. Before that she had worked at the National Theatre in various marketing roles. Working to Comic Relief’s CEO, she has been involved in many and various projects such as managing an application to the Millennium Commission for a comedy theme park, and the publication of two JK Rowling books. After a secondment to the volunteering charity, TimeBank, as Campaign Manager, Liz returned to Comic Relief to take up the position of CRM Manager, a position she has held since 2002. Awards include the 2012 IoF Insight in Fundraising Award for Driving Strategy; Marketing Week’s Data Strategy Award for 2013; Data IQ’s Real Mail Marketer of the Year in 2013, and the 2013 IoF Insight in Fundraising Award for Innovation. Liz is also a member of the IDM data marketing council.

Venue

Testimonials

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

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

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

T-6a0e2d55-230c-42e8-a31c-10df0377a1f0-1.jpg Corporate Training

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

T-70b2be21-1173-4376-bbda-a80bd2ca6f3d-1.jpg Marketing qualifications

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Close
Report a bug
X