Data-driven Marketing and Advertising 5

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 08 May 2015 Brisbane 22 May 2015 Perth 04 June 2015 Melbourne 01 July 2015 Sydney 04 September 2015 Brisbane 20 October 2015 Melbourne 28 October 2015 Perth 12 November 2015 Online On demand
Level Intermediate
Type Short Course Online In Class
Cost Type ADMA members Non-members In-class and Online $665 $898

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: 8 May 2015
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Brisbane

    Date: 22 May 2015
    Venue: Karstens: Level 24, 215 Adelaide Street, Brisbane  

  • Perth

    Date: 4 June 2015
    Venue: Saxons: Level 1, 140 St Georges Terrace, Perth

  • Melbourne

    Date: 1 July 2015
    Venue: Karstens: 123 Queen Street, Melbourne

  • Sydney

    Date: 4 September 2015
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Brisbane

    Date: 20 October 2015
    Venue: Karstens: Level 24, 215 Adelaide Street, Brisbane

  • Melbourne

    Date: 28 October 2015
    Venue: Karstens: 123 Queen Street, Melbourne

  • Perth

    Date: 12 November 2015
    Venue: Saxons: Level 1, 140 St Georges Terrace, Perth

  • Online

    Date: start anytime

  • RichardPester

    Richard Pester
    Director of Education & Training

    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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For more information
Phone: 02 9277 5406

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