Do you want to understand how to use marketing campaign data to achieve your strategic goals?
Online: self-paced, 8-10 hours completion, up to 6 months to complete
You will learn to:
The Campaign Data Strategy Course is for marketing leaders looking to fast track their knowledge on how campaign data can be used to improve marketing performance. Understand the key metrics to help you reach your strategic goals and understand how well you are engaging with your customers. Develop strategic targeting and segmentation strategies to maximise the effectiveness of your marketing campaigns.
This course is designed for practicing marketing leaders, you will work through case studies, practical exercises and processes to support the implementation of what you are learning.
The importance of data in marketing
The proliferation of customer data has transformed the marketing landscape. In this lesson, you'll learn the fundamentals of gathering data, evaluating its quality, and turning it into actionable insights. Using practical exercises and industry case studies, you'll also gain an understanding of data's increasing role in marketing and the ethics of data processing.
When conducting a digital marketing campaign, it can be easy to get distracted chasing metrics and lose focus on your organisational goals. In this lesson, we'll show you how to conduct a thorough digital marketing audit. Using interactive exercises and practical examples you will gain the tools you need to evaluate how well you’re performing against your strategic goals, revealing what has worked well, or not, in the past few years. You'll also learn how to benchmark your activity against other organisations, providing a baseline for future activity.
Measuring your engagement is the critical first step to optimising your marketing. In this lesson, you’ll learn how customer engagement contributes to your brand experience. Using interactive exercises and industry case studies, you’ll use one of your previous campaigns to measure and evaluate your customer experiences, interpret the data, and turn them into actionable strategies.
Improving your targeting strategies
If you're trying to talk to everyone, you're unlikely to reach anyone. Targeting helps you move from generic catch-up messaging to personalised communications. In this lesson, you will learn how to tailor your targeting strategy to the marketing goal you're trying to achieve. Using interactive exercises and industry case studies, you explore ways to improve your acquisition and retention activity by conducting in-depth customer analysis and adopting data-driven segmentation, profiling and targeting strategies.
Developing your approach to profiling, segmentation and targeting
When used effectively, customer data offers you the tantalising opportunity to create a genuinely personalisation customer experience. In this lesson, you will examine how you can use your customer data to inform your marketing strategy. Using interactive exercises and industry case studies, you'll explore how to use profiling, segmentation and targeting to create a laser-focused approach to your communications.
Advancing your communications and customer experience
From in-store to instant message, whichever way your customers choose to get in touch you should offer them the same fantastic customer service. In this lesson, you'll learn how to create an integrated customer journey that propel your customers along the path to purchase. Using practical exercises and industry case studies, you'll learn how to deliver an effective digitally integrated communications strategy that aligns customer experiences to achieve your business objectives.
Developing personalised contact strategies
How you interact with your customers plays a huge role in how your brand is perceived. This is where your contact strategy comes in. In this lesson, you will learn how to develop an effective contact strategy which sits at the heart of your broader customer care programme. Using practical exercises and industry case studies, you'll explore how to use personalisation to enhance your contact strategy at each stage of the customer journey.
Advancing your campaign targeting
No one can afford to target everyone. An intelligent targeting strategy will make your marketing more efficient and effective.
In this lesson, you will learn how to use a range of different targeting techniques to identify your most profitable prospects and reach them with the right message at the right time. Using practical exercises and industry case studies, you'll gain a strong working knowledge of the key concepts that underpin a successful targeting strategy.
Amplifying your test and learn strategies
The ability to test, learn and optimise your campaign in real-time offers you the tantalising opportunity to revolutionise your marketing activities. In this lesson, you will gain an understanding of the key principles of testing and a range of techniques that will allow you to construct and evaluate tests. Using practical exercises and industry case studies, you'll learn how to turn your test results into actionable insights to drive improved effectiveness across your campaigns.
Measuring multi-channel marketing and media attribution
Creating cross-channel campaigns increases the arsenal of marketing tools at your disposal. But, it also creates an added layer of confusion when you come to attribution. In this lesson, you will learn how to measure your marketing ROI and drill down to discover the results generated from each channel. Using practical exercises and industry case studies, you'll evaluate a range of attribution models to ensure you're not spending your precious budget on under-performing platforms.
Who should do this course?
The Campaign Data Strategy Course is for marketing leaders looking to fast track their knowledge on how campaign data can be used to improve marketing performance. You should be a practicing marketing manager or above to get the most out of this course.