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Data-driven Marketing and Advertising 5

07 October - Sydney / 28 October - Brisbane / 05 November - Perth / 06 November - Melbourne

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.

Type: Short Course | Level: Intermediate Available online: Yes

Overview

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

 

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

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

 

 

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

  • Sydney

    Date: 7 October 2014
    Venue: Karstens: L1, 111 Harrington Street, Sydney

  • Brisbane

    Date: 28 October 2014
    Venue: Christies: 320 Adelaide Street, Brisbane 

  • Perth

    Date: 5 November 2014
    Venue: Saxons: Level 1, 140 St Georges Terrace, Perth

  • Melbourne

    Date: 6 November 2014
    Venue: Karstens: 123 Queen Street, Melbourne

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

ADMA member Non-member
In-class and Online $665 $898

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

Data-driven Marketing & Advertising Essentials Short Course is now available for online study.

The online course covers the same content as our in-class course. Topics are broken down into a series of online modules to work through at your own pace.

The course content is presented on ADMA's Online Learning Management System (LMS) which you are provided access to on the day of enrolment. 

Within the LMS you will find a course introduction and 5 modules. Within each module you will find the course content with exercises, case studies, articles and more.

We also provide you with a running commentary from course instructor Richard Pester. This is an excellent way to learn as you read the content then have it explained for you. 

The course study time is between 16 - 20 hours, depending on your current level of experience, however you have access to the course content for 6 months. We provide you with 6 months access so you can go back to the course module to review and revise. 

If you have further questions about online study please contact learn@adma.com.au

 

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

  • adamposnerx130
    Adam Posner

    CEO
    Directivity

    Adam Posner

    CEO Directivity

    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'.

  • 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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