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Data-driven Marketing & Advertising Certificate10

02 May - Sydney / - Online - All States

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

Available online now.

 

 

Type: Certificate Course | Level: Core Available online: Yes

Overview

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.

Who should attend?

  • Those new to marketing who want to understand multi-channel marketing
  • Marketers wanting a framework for acquiring customers and relationship marketing
  • Marketers who want to understand how data can be used to drive marketing effectiveness
  • Suitable for both client-side and agency.

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.

 

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Course Outline

 

Session 1: Building relationships and strategy planning

  • How to break down your overall sales target into meaningful marketing objectives
  • Formulating strategies which combine customer segments and strategic direction
  • Customer journeys and contact strategies

Session 2: Campaign planning

  • Critical success factors for all marketing campaigns
  • Integration – consistency, channel efficiency and customer-focus
  • Customer initiated campaigns – triggers, events and automation

Session 3: Creativity

  • What is winning creative? How to evaluate whether creativity will work.
  • Writing a marketing brief, and interpreting
  • 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.

 

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Schedule

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

A daytime intensive format is available in Sydney, delivered in 4 full days of teaching plus 1 assessment day.

  • Sydney

    Daily Format Dates and Time:
    2 May, 16 May, 30 May, 13 June and 27 June

    9.00am - 5.00pm

    Venue:
    Karstens: Level 1, 111 Harrington Street, Sydney

  • Online - All States

    Self-paced: Start Anytime

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Cost and Enrolment

This certificate is offered in the following learning styles:

  • Online self-paced
  • In-class instructor-moderated
ADMA member Non-member
In-class Instructor-moderated Early Bird $2825 $3920
In-class Instructor-moderated $3,125 $4,220
Online Self-paced $2,330 $3,400

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Online

Our industry benchmark Data-driven Marketing and Advertising Certificate is now available online. 

The online course covers the same content as our in-class course. Topics are broken down into a series of online modules and in a selection of formats, such as

  • Interactive exercises and assessment tasks
  • Weekly webinar sessions with instructors
  • Access to presentations, reference material and case studies
  • Video and audio content including case studies and tutorials
  • Online class forums to chat to other students, share links and ask questions
  • Guest speakers from industry providing subject matter expertise

How long will it take?

The time commitment for the online Certificate is approximately 3-4 hours per module. There are 10 modules to complete. There will also be assessments which you will need to allocate time for:

  • Two written assignments – unlike the in-class version, both of these are completed individually. Time allocation to complete the assignments is approximately 8 hours each
  • A study day for your exam
  • A 2 hour exam at the end of the course

All of these assessments are completed and submitted remotely, and you’ll receive the same Data-driven Marketing and Advertising Certificate as those who complete the in-class version. 

Online study options

The online Data-driven Marketing and Advertising Certificate is presented in one format:

Self-Paced: for the self-motivated

If you need complete flexibility for when and where you study, and are self-motivated, the self-paced style may suit you better. Self-paced study works like this:

  • Course material and exercises are hosted online, designed so you can study entirely at your own pace
  • The material is presented in a variety of formats to keep you engaged
  • Quizzes and assessments will ensure you understand and retain course concepts
  • You can complete your assessments when you wish and you’ll still get a mark and invaluable feedback from an instructor
  • The total time you have to complete the course is 6 months from the date of enrolment.

Once you’ve successfully completed the assessments you’ll receive the same Certificate as those who undertake the classroom study.

Fast track your qualifications and enrol today.

Find out more

We'll Contact You
OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Your Instructors

  • 0d79831
    Adam Posner

    CEO
    Directivity

    Adam Posner

    CEO Directivity

    Adam’s career in direct marketing has evolved over the past 20 years having worked in both agencies and for clients in Australia and New Zealand. His experience spans various industry categories in both consumer and business markets, across all channels. He is a passionate one-one marketer and has also written 2 books, one on direct marketing – “The Power of 3 – more quality customers, more often, spending more” and the other on loyalty programs - “Give back to get back – 9 steps to a profitable loyalty program”.

  • 27937b2
    Kimberley Roberts

    Marketing Strategy Manager
    QSuper

    Kimberley Roberts

    Marketing Strategy Manager QSuper

    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 head of marketing for Austsafe Super. 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

    Director
    Practical Marketing

    Neil White

    Director 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

    Director of Education & Training
    ADMA

    Richard Pester

    Director of Education & Training ADMA

    As ADMA’s Director of Education and Training Richard is able to put his past experience to good use having been a direct marketer since 1989 and trainer since 2003. Richard moved into the UK direct marketing business following an early career in B2B sales. For 10 years he worked for agencies and database service providers becoming a skilled “interpreter” between marketers, analysts and IT. He moved to Australia in 2000 to take charge of database marketing for Cartwright Williams/Leo Burnett for 3 years, after which he became a self-employed database marketing consultant for 4 years. Immediately prior to his ADMA appointment he spent 2 years as the Asia Pacific database marketing manager for PC company Lenovo. Richard has always had a passion for training, creating and delivering courses for ADMA, Macquarie University and various in-house engagements since 2003. Richard’s education credentials include a BA (Hons) and an MBA.

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