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IDM Postgraduate Diploma in Data-Driven Marketing

Learn how to use customer insight to improve the data-driven marketing communications mix and CRM



£4,500 inc VAT
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Plus £275 exam fee

Invoice or credit card

Between jobs discount - 25%

Charity discount - 15%

Study method
9 Days, Full-time
35 CPD points / hours
Additional info
  • Tutor is available to students

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Location & dates

DMA House
70 Margaret Street
United Kingdom


Become a professionally qualified expert in Data-Driven Marketing. The strategic-level skills you gain will both improve business performance and advance your career. Equivalent to a Level 7 qualification (Masters Degree).

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

  • Develop the strategy, plan, implement and evaluate for effective data-driven marketing programmes
  • Plan and implement effective, profitable customer acquisition strategies along with engaging and rewarding retention strategies
  • Identify, obtain, analyse and apply customer insight to improve your data-driven marketing communications mix
  • Test, measure and refine direct marketing programmes to achieve your business objectives and improve ROI

Want to specialise in B2B? Take a look at our Postgraduate Diploma in Data-Driven Marketing with B2B.

This course was previously called the Postgraduate 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
3 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.

Part-time - Central London
11 x 1 face-to-face sessions. Afternoon/evening classes (17.30-21.00) run once a fortnight for 11 weeks. The exact location of our courses vary, so please make sure you check before attending.

Corporate training
This programme can be fully customised and delivered to your staff in-house. For more information visit the IDM website


This programme is the equivalent to a level 7 qualification or to master’s degree level and is made up of 10 modules.
Module 1:The contemporary data-driven marketing landscape

Learning objective: Understanding key drivers in the strategic planning and delivery of value through data-driven marketing

  • Marketing in the contemporary organisation, proving value
  • Key trends in data-driven marketing
  • The drive to accountable, real time marketing
  • Understanding and managing customer lifecycles and journeys
  • The pivotal role of insight from research, data and the database
  • Marketing the source of value delivering sales building brands
  • The three main applications: acquiring new customers, customer development and retention
  • Forecasting techniques - how to anticipate consumer needs
  • Scenario planning, agent modelling, Delphi, quantitative techniques

Module 2: Building brand value

Learning objective: Understanding the role of marketing in building and sustaining long term brand value and how to reconcile the demands of short and long term value creation.

  • Building successful brand strategies
  • Brand development and evolution
  • From brand to position to proposition
  • How to build brand equity
  • Measuring brand performance
  • Brand engagement across touch points
  • Managing the brand in a multichannel environment
  • Brand activation

Module 3: Responsible marketing - trust, data, privacy, compliance and the law

Learning objective: Understanding the legal framework in which data-driven marketing operates and the relevant codes of practice

  • Overview of marketers’ legal obligations and customer rights
  • Responsible marketing
  • Vulnerable customers
  • Growing concerns about privacy and data protection
  • Creating effective privacy statements
  • The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
  • The GDPR and e-privacy
  • The UK Preference Services

Module 4: Managing and making sense of data and creating customer insight

Learning objective: The role and applications of marketing research, and the concept and practice of profiling, segmentation and targeting.

  • Building and maintaining your business’s intelligence assets
  • Turning data into insight, Big data, data-mining, analytics and modelling
  • Principal data analysis techniques: cluster analysis, regression analysis, CHAID, neural networks and social network analysis
  • The role and analysis of qualitative data
  • Profiling and segmentation – what your data is telling you
  • How marketing research integrates with big data
  • Customer insight – gaining a deep understanding of customer attitudes and motivation
  • Six types of research: market scaling, customer profiling, brand insights, channel profiling, customer preferences, performance management
  • Measuring customer engagement across channels

Module 5: Customer-centric strategic data-driven marketing planning

Learning objective: Setting realistic business and marketing objectives that flow into effective marketing strategies.

  • Internal barriers to planning and how to overcome them
  • Getting to C- suite - linking corporate and marketing strategies
  • Creating a long-term customer-centric vision and mission
  • Using strategy to develop sustainable revenue and profit streams for the organisation
  • The main qualities and benefits of a sound strategic plan
  • Competitor benchmarking and positioning
  • Understanding the financial out-turn from strategic planning
  • Building an effective data-driven marketing strategy
  • Designing relevant value propositions for different customer segments
  • Key performance metrics and useful tools for building the budget
  • Measuring and improving your ROMI (return on marketing investment)

Module 6: Integrating data-driven marketing communications

Learning objective: Understanding multichannel marketing

  • Setting business objectives by value, volume and revenue
  • Balancing acquisition and retention objectives
  • The ten key elements of an effective acquisition campaign
  • The vital importance of testing
  • Concurrent and post campaign tracking and analysis
  • How to measure the business value of loyalty and customer values
  • CRM and eCRM applications and the role of data and technology
  • Developing customer engagement strategies
  • Marketing dashboards and scorecards
  • Net promoter scores and similar measures
  • Costing and budgeting customer retention programmes

Module 7: Managing innovation

Learning objective: Gaining a thorough understanding of the innovation process from briefing to delivery.

  • Idea generation
  • Managing innovation as a source of advantage
  • Working with and managing innovative and creative people
  • Creating experiences - live events
  • Using customer insight to create compelling propositions
  • The role of planning and insight in innovation and creative strategy
  • Briefing and evaluation in data-driven communications
  • Developing powerful, relevant propositions
  • How to judge and evaluate creative work
  • Working with creative agencies

Module 8: Planning and implementing projects

Learning objective: Successful project management, the project planning process and the importance of risk assessment and management

  • Project management principles
  • Planning and implementing projects
  • Operational project management
  • How to build, implement and measure a data-driven test programme
  • Integrated project planning tools
  • Risk assessment
  • Campaign management tools – project files, schedules, critical path analysis
  • Selecting, briefing and managing specialist suppliers
  • Testing and execution
  • The statistical basis of effective test strategies
  • What to test and testing methodologies

Module 9: Measurement, financial evaluation and metrics

Learning objective: Understanding the processes of data-driven communications metrics, KPIs and scorecards.

  • Understanding company accounts
  • Creating and presenting budgets
  • Cash flow, P & L and balance sheets
  • Key ratios and how to create them
  • Channel metrics – what you can measure
  • Efficiency and effectiveness metrics
  • Acquisition, conversion and retention KPIs
  • Building dashboards for different levels of management
  • Frequency and depth of reporting
  • Multichannel tracking and attribution

Module 10: Managing and leading the marketing function

Learning objective: Building personal skills and competencies to enable a move from management to leadership roles

  • From management to leadership
  • Negotiation persuasion and influence
  • Attracting and nurturing talent
  • Building a personal brand
  • Building a case through effective presentation
  • Creating a powerful pitch
  • Personal effectiveness and career planning, the role of mentoring and coaching
  • Managing crises
  • Working with agencies
  • Managing clients and suppliers
  • Performance drivers in diverse sectors
  • International issues

Who is this course for?

Choose the Postgraduate Diploma Data-Driven Marketing to lead on the development, application and management of digital and non-digital marketing strategy.

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