Data Driven Marketing Masterclass

Drive your business forward by using data to improve results. Learn how to test channels for better outcomes. Understand what metrics count when evaluating performance and what you can do to apply what you've learnt to future campaigns.

During this course you will learn:

• 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 Details:

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

Who should attend?

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 (Confused.com)
• Business Analyst (Moo.com)

Tutor:

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.

Other Details:

Location: Virtual Classroom
Member Price: £360
Non-member Price: £450