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.

Summary

Category Data
Date Sydney 07 October 2014 Brisbane 28 October 2014 Perth 05 November 2014 Melbourne 06 November 2014 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: 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

  • Online

    Date: start anytime

  • adamposnerx130

    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

    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
Email: learn@adma.com.au

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