Learning objective: understand the basics of marketing data and its role and importance within your business

• Understand what data is and where it comes from

• Assess the role and importance of data within a business

• Identify some key techniques for adding value to data

• Understand how to classify data according to reliability, stability and content

• Gain awareness of key data types and sources

Learning objective: understand the key concepts of data quality

• Understand why data quality is important in sustaining your business

• Assess what good data quality loos like

• Identify the origins of poor quality data

• Evaluate the impact that poor data quality can have over your business

• Understand how to move towards a single customer view

Learning objective: understand how manage data and data quality issues

• Appreciate the reasons for managing data quality

• Understand good and bad data management practices

• Identify the key components of data quality improvement

• Appreciate the value to the business of data quality improvement

• Understand practical techniques for cleansing your data

• Assess the maturity of your organisation in respect of data quality management

Learning objective: understand the role of the database and how to plan/build one

• Identify the role of a database

• Appreciate the different types of database structures

• Understand how to plan and build a database

Learning objective: understand the role of technology in managing data

• Understand the importance of data preparation.

• Recognise the different types of data (internal and external) that support analytical processes, including data profiling.

• Identify the role of data mining and how it can be used to generate insight

Learning objective: understand segmentation and predictive modelling

• Appreciate the role of segmentation and predictive modelling when trying to glean insights from your data

• Understand the range of statistical techniques you can use to understand your data better

Learning objective: assess the importance of data security for your business

• Understand the three core principles of data and information security; confidentiality, integrity, and availability

• Assess what good data security looks like in practice

• Manage and measure the risks related to data security

• Understand how to handle a data security breach

• Evaluate the cost and damage to your business of getting data security wrong

Learning objective: understand why good data governance is essential and how to accurately assess your own organisation’s current data capability on the Data Governance Maturity Model

• Understand what data governance is and why it’s important to your organisation

• Review the impact of inadequate data governance

• Understand your organisation’s current data capability

• Plot your position on the Data Governance Maturity Model and monitor your progress

• Organise for successful data governance and data management

• Develop and implement a successful data governance strategy

• Appreciate the legal and regulatory regime which governs personal data