Data-driven Marketing and Advertising Certificate

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 Online Self-Paced On demand
Level Intermediate
Type Certificate Online Industry Recognised
Cost Type ADMA members Non-members Online $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 enrol?

  • 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: 

  • Assignment 1:Review the use of data in your organisation, and critique a campaign of your choice
  • Assignment 2: A case study 
  • An exam – two hours, closed book (completed remotely)
  • Course participation: completion of course exercises
  • Online Self-Paced

    Start Date: Start Anytime


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  • Raw Ideas
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  • ANZ Banking Group
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  • Telstra
  • Melbourne Storm RLC
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  • AGL
  • Optus
  • Australia Post
  • Unicef
  • Cancer Council