IDM Professional Diploma in Data-Driven Marketing (Virtual Classroom)

Using direct marketing channels effectively is vital to any business. Enrol on this comprehensive qualification and gain the skills to plan and implement data-driven marketing campaigns. Equivalent to Level 6 qualification (Bachelor’s Degree).

During your Professional Diploma in Data-Driven Marketing, you will learn to:

• Understand the principles of data-driven marketing
• Capture and manage customer data
• Plan, develop and optimise the customer journey
• Look at segmentation methodologies and targeted data-driven marketing
• Maximise your campaigns by using measurement tools and analysis techniques

This course was previously called the Professional Diploma in Direct & Digital Marketing. The syllabus has been updated, and the new title reflects the changes and updates made. There have been no changes to the level or core learnings of this course.

Intensive – Central London
2 x 3 day face-to-face sessions which take place at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.

Day-release - Central London
6 x 1 day face-to-face sessions which take place in Central London. The exact location of our courses vary, so please make sure you check before attending.

This programme is equivalent to a level 6 qualification or to bachelor’s degree level and is made up of 10 modules.

Module 1 – The Data-Driven Marketing mix

Learning Objective: Understand the purpose and underlying principles of data-driven marketing and how to plan and manage the marketing mix.

• Purpose of marketing – Find, Attract, Retain and Grow Customers
• Current and future challenges facing marketing
• Marketing theory. marketing practice. What is brand positioning?
• Challenging the silos of marketing
• What it takes to be a data-driven marketing team and business

Module 2 – Customer Relationship Marketing....or Management?

Learning Objective: Understanding how customers generate value for businesses, how to measure and evaluate and apply for maximum profit and ROI.

• The principles of Customer Lifetime Value and data-driven marketing communications planning
• The challenges of personalisation
• Implications for data-driven Customer Relationship Management (CRM)
• How to collect, validate, analyse and apply data to become a customer focused business
• How customer and commercial data play a leading role in business strategy
• Technology to support CRM
• How to maximise ROI from marketing investment

Module 3 – Privacy, Compliance and the law

Learning Objective: The principles of managing data to enable a successful data-driven business in a time of changing consumer expectations.

• Overview of the marketer’s legal obligations and consumer rights
• The changing way that consumers view their data and privacy
• Principles of responsible marketing and DMA code of conduct
• GDPR, PECR now and ePrivacy regulations arriving in 2019
• UK preference services – what they are and how should they be applied.
• How to meet consumer expectations and retain brand trust

Module 4 – Customer Insight for Marketing

Learning objective: Understanding how customers think and behave and how you can use data and research to generate insight.

• Consumer buying theory – sales funnel and ‘Ladder of Loyalty’
• Consumer buying in practice and the modern context to communication
• What is brand positioning and how do we compete?
• How does the consumer think and behave as they consider and buy?
• Implications for successful data-driven marketing communications
• What is big data?
• How do we capture and manage data for a Single Customer View (SCV)?
• Segmentation and personalisation – customer relevance, data-driven marketing and business planning
• Segmentation methodologies and targeted marketing

Module 5 – Customer Service Experience Strategy for ROI & Profit

Learning Objective: Learn about tools and techniques to understand the customer journey and how segmentation and testing can create the most relevant and profitable customer experience

• Planning the most relevant customer journey and managing segments
• Developing supporting service execution
  
  • Service experience
  • Optimising ‘Bricks & mortar’ and digital experience and delivery
  • People – retail, remote (call centres)
  • Planning a customer contact strategy and communications
  • Customer data requirements for personalised experience
• Testing and measurement to continually optimise the customer journey

Module 6 - Data-Driven Customer Acquisition strategy

Learning Objective Understand the range of data-driven media to reach consumers who find your brand most relevant and how to compare, evaluate and integrate for optimum mix and ROI

• Media research and analytical tools
• Media mix – the role of different media, planning and implementation
• Information, costs by media
• Accurate tracking, Measurement relevance
• Testing and Evaluation
• Optimising the mix and integrating media to drive overall impact and ROI

Module 7 – Retaining your best customers

Learning Objective: Learn how to plan, develop and implement a mix of marketing channels to increase the preference your customers have for your brand

• The bonds that can exist between customers and brands
• Where to focus your efforts – LTV, RFV, propensity modelling and segmentation
• Defining the customer lifecycle and relevant contact strategies
• Customer communication – Direct, Digital, Social, CRM and service communications
• Permissions – how to ask and optimise positive response

Module 8 – Creative Strategy – Communicating Relevantly and Persuasively

Learning Objective: Understand the core principles of data-driven marketing communications and how to apply them

• Why briefs are as important to business as they are to creative development?
• How to write a powerful proposition?
• How to apply customer insight to the creative brief?

Module 9 – Testing to Continually Improve Marketing Performance

Learning Objective: Learn how to plan and manage data for reliable testing

• Why do we test?
• Testing – what to test?
• Building test matrices
• Testing offline – DRTV, press, direct mail, door drop
• Testing online – Path to Purchase (PTP), PPC, email, social
• Understanding the statistical principles to create a valid test
• The roles for market research in data-driven marketing

Module 10 – Planning and implementing Data-Driven Marketing Communications Campaigns

Learning Objective Understand how to prepare for and develop a structured approach to data-driven marketing communications planning

• Planning and managing the process
• Choosing, briefing and co-ordinating resources
• Campaign management tools
  
  • Process including PERT and GANNT
  • Campaign team management
  • Refining the campaign
• Campaign evaluation, optimisation and management

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Choose this Professional Diploma Data-Driven Marketing to lead on the management, implementation and evaluation of digital and non-digital campaigns

Aimed at experienced marketers who wish to enhance their current knowledge and skills of digital and direct marketing, with this highly regarded qualification, you will instantly enhance your career prospects and impress employers with your range of knowledge and skills.