Data-driven Marketing and Advertising Certificate 10

Whether you use online or offline, broadcast or personalised media, the principles of data-driven marketing are the same. Learn to create and maintain profitable 1-to-1 relationships using an integrated multi-channel approach with this industry benchmark certificate, previously known as Relationship Marketing Certificate. 


Category Data
Date Sydney Day Intense 04 September 2015 Online Self-Paced Brisbane 19 August 2015 Melbourne 19 August 2015 Sydney 02 September 2015
Level Intermediate
Type Certificate Online In Class Industry Recognised
Cost Type ADMA members Non-members In-class Instructor-moderated $3,125 $4,220 Online Self-paced $2,330 $3,400

Data-driven marketing is critical to business success. This course will teach you the core principles of effective data-driven marketing across a range of channels – online and offline. It will also teach you the essentials of database marketing to drive effective programs for acquisition, conversion and retention.

Who should attend?

  • Those new to marketing who want to understand multi-channel marketing
  • Marketers who want to understand data better and how it can be used to drive marketing effectiveness
  • Marketers wanting a framework for acquiring customers and relationship marketing

Learning outcomes

  • How to develop an integrated multi-channel marketing approach
  • How to build lasting, profitable relationships with your customers
  • How to use cutting edge data-driven marketing techniques.

Session 1: Planning: Customer-centric strategy

  • Understanding customers – data sources and insights
  • Customer journeys and contact strategies

Session 2: Planning: Integrated Campaigns

  • Critical success factors for all marketing campaigns
  • Customer initiated campaigns – triggers, events and automation

Session 3: Creativity

  • Writing and interpreting a marketing brief
  • Case studies and examples – effective creativity in practice

Session 4: Measurement and testing

  • Performance metrics and tracking
  • Testing – what to test, how to set up a test, interpret and learn

Session 5: Data management basics

  • Gathering data, data management and processes
  • How to stay on the right side of the privacy law – principles and examples

Session 6: Using data to drive effectiveness

  • Main techniques – insights, personalisation, segmentation, targeting, automation
  • Thinking outside the box – Big Data and new opportunities

Session 7: Finding customers 1 – channel planning for acquisition

  • Selecting channels to reach your target audience
  • Balancing budgets and outcomes to achieve the best results

Session 8: Finding customers 2 – digital acquisition channels

  • Paid online media choices – publishers, suppliers, targeting and tools
  • Examining search and SEO, social, mobile, and email

Session 9: Converting sales

  • Guiding customers from awareness to purchase – tools and tactics
  • Focus on landing pages, onsite marketing, retargeting and content marketing

Session 10: Retention marketing

  • Planning – segmentation, key drivers for retention
  • Retention marketing – a review of retention campaigns and loyalty programs

Assessment criteria

Your final grade on this certificate course is made up of four elements: 

  • An individual assignment in which you will be required to review the use of data in your organisation, and critique a campaign of your choice
  • A group assignment focussing on a case study (from a choice of five covering different market sectors)
  • An exam – two hours, closed book
  • Course participation, measured in three components: class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises.

Evening weekly format consists of 10 weeks of teaching and 2 sessions of assessment.

  • Brisbane

    Date: 25 March 2015
    Venue: Karstens: Level 24, 215 Adelaide Street, Brisbane

  • Melbourne

    Date: 25 March 2015
    Venue: Karstens: 123 Queen Street, Melbourne

  • Sydney

    Date: 25 March 2015
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Sydney Day Intense

    Date: 4 Sept, 18 Sept, 2 Oct, 16 Oct and 30 Oct
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Online Self-Paced

  • Brisbane

    Date: 19 August 2015
    Venue: Karstens: Level 24, 215 Adelaide Street, Brisbane

  • Melbourne

    Date: 19 August 2015
    Venue: Karstens: 123 Queen Street, Melbourne

  • Sydney

    Date: 2 September 2015
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • adamposnerx130

    Adam Posner

    Established in 2007, Directivity provides loyalty strategies that are meaningful for the member and profitable for the business.

    Adam has been involved in a range of loyalty strategies and programs including large retail programs such as the new flybuys re-launched in 2012. He has also developed self-funding 'Return on Loyalty' models and loyalty programs for pharmacy, entertainment and large accommodation networks.

    He initiated and co-developed with Citrus Digital, two Australian research studies into consumers’ relationship with loyalty programs ‘For Love or Money? 2013 Consumer Study into Australian Loyalty Programs’ and ‘Share the Love: 2014 Consumer Study into Australian Loyalty Programs’.

    He is a regular speaker at loyalty forums and conferences and facilitates loyalty strategy workshops.

    Adam is also the author of the practical book on loyalty - 'Give-back to Get-back - 9 steps to a profitable loyalty program'.

  • 27937b2

    Kimberley Roberts
    Chief Marketing Officer
    QT Mutual Bank Limited

    Kimberley has been a key figure in the Queensland direct marketing community for 17 years and was a former member of ADMA’s QLD committee. After 8 years working in client services with agencies Grantley Gogzell Benn and Clemenger, she is now Chief Marketing Officer for QT Mutual Bank Limited. Her hands-on practical experience in delivering campaigns and developing strategy both agency and client-side make her an ideal tutor for the certificate course which she has taught since 2001.

  • Neil2

    Neil White
    Practical Marketing

    Neil has specialised in data-driven marketing for the last 20 years and was first known for his innovation with direct mail. Before starting his own multi-channel marketing solutions business in 2006, he held senior positions in Direct Marketing & Digital.

    Over the years he has worked on regular campaigns for major corporates across industry sectors, including Westpac, Suncorp and Virgin Money in finance; Allianz  in insurance; VW and Toyota in automotive;  NRMA in business services; Star City in entertainment; Unicef and Salvation Army in fundraising; Rockmans and Nutrimetics in retail; ACP and Niche in publishing; and Gunz Dental in healthcare. Neil has spent considerable time investigating new technology and marketing practice in Europe and USA.

    Neil’s current businesses, Practical Marketing & MM&A , thrive on providing a suite of aligned marketing services. Whilst Practical Marketing services a range of industry sectors, MM&A works exclusively with not-for-profit organisations.

  • RichardPester

    Richard Pester
    Waterline Training & Marketing

    Through his own consultancy - Waterline - Richard provides data-driven marketing consultancy as well as face-to-face training and e-learning course development. He was formerly ADMA’s Director of Education and Training for 6 years following a 20 year career specialising in data planning and database marketing, working for agencies, data services organisations and on the client side.


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