Fundamental Data Driven Marketing Techniques
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INTRODUCTION
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.
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COURSE OBJECTIVES
By the end of the course, you‘ll be able 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
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COURSE AUDIENCE
This course is made for:
- Senior Campaign Executive (Axa)
- Email Marketing Manager (House of Fraser)
- Campaign Manager (Confused.com)
- Business Analyst (Moo.com)
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COURSE OUTLINE
DAY ONE:
- 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.
- Understanding the business you are in and who your customers really are
DAY TWO:
- 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.
DAY THREE:
- 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
DAY FOUR:
- 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.
DAY FIVE:
- Enhancing your data from third party sources
- Developing customer personas
- Using data on existing customers to find new ones
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