Data-driven Marketing and Advertising

This course is designed to help marketers understand how data is used to drive marketing activities from segmentation to targeting to automation. It is about driving campaigns and other strategies as opposed to purely discovery and insights.



Category Data
Date Sydney 04 May 2016 Melbourne 23 June 2016 Sydney 09 September 2016 Brisbane 04 October 2016 Melbourne 13 October 2016
Level Intermediate
Type Short Course In Class
Cost Type ADMA members Non-members In-class $650 $895

About the course

Data can be applied to improve the effectiveness of your planning, acquisition or customer retention. This course will help you become a truly data-driven marketer.

Who should enrol?

  • Marketing and advertising professionals looking to up-skill further in multi-channel marketing disciplines
  • Those looking to broaden their knowledge across other marketing disciplines
  • Those looking to develop new skills in data-driven marketing.

Learning outcomes

  • How to use data to drive specific marketing objectives
  • Understanding available data sources and when to use them
  • Turning data into solutions – from gathering to analysis to implementation
  • Practical aspects of working with data
  • How to work with specialists in IT and analysis


Understanding Data

Introducing students to the different sources of data which could be harnessed for marketing activities:

  • Transactional – traditional sources; ‘business as usual’ data
  • Owned digital assets – websites and online assets such as social communities
  • Other digital sources – internet activity outside of an organisation’s owned assets
  • Other sources – research, other publicly available data, and data aggregators

Common types of data tasks in marketing:

  • Insights – exploration a variety of marketing challenges
  • Segmentation – dividing customers into distinct groups for relevance
  • Targeting – predictive modelling to focus effort
  • Personalisation – customising the experience using individual level data
  • Automation – rapid-response to customer actions and behaviour

Practical applications for data:

  • Planning – using insights to make decisions
  • Acquisition – new and improved ways to find customers
  • Engagement – keeping customers connected
  • Retention – using data to develop longer more profitable relationships

Making it happen – practical aspects:

  • Defining the problem and desired outputs
  • Sourcing the right data – gathering, formatting and data hygiene
  • Matching, combining and transforming
  • Analysis and interpretation
  • Implementation and operation
  • Tools and systems
  • Cross-team working – marketing, IT and analytics



  • Sydney

    Date: 4 May, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Melbourne

    Date: 23 June, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • Sydney

    Date: 9 September, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Brisbane

    Date: 4 October, 2016
    Venue: Karstens: L24, 215 Adelaide Street, Brisbane
    Time: 9am - 5pm

  • Melbourne

    Date: 13 October, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • 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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For more information
Phone: 02 9277 5406

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  • Telstra
  • Melbourne Storm RLC
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  • AGL
  • Optus
  • Australia Post
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  • Cancer Council