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 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



  • 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


Don't miss out

Enrol Download Brochure

For more information
Phone: 02 9277 5406

More Courses

Companies that train with ADMA

  • Raw Ideas
  • Flying Lemur Marketing
  • Welcom Group
  • David Jones
  • ANZ Banking Group
  • Westpac
  • Fairfax Media
  • Flight Centre
  • Qantas
  • Telstra
  • Melbourne Storm RLC
  • Channel Seven
  • AGL
  • Optus
  • Australia Post
  • Unicef
  • Cancer Council