Data-driven Marketing and Advertising Essentials

• 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.

• How to plan a multi-channel marketing strategy for acquisition and retention
• How to produce effective direct response campaigns using the critical success factors
• How to use digital media effectively in your marketing
• How to test, measure and learn
• How to use data to drive effective marketing campaigns
• How to evaluate creativity and use creativity to drive response.

Strategies and campaigns: 

• Developing objectives and strategies; customer journeys and contact strategies;
• Critical success factors and integration
• The importance of creativity to inform and motivate customers

Data management essentials:

• Gathering the right data
• Processes & infrastructure
• Privacy and compliance

Using data to drive effectiveness:

• Measurement – gathering data to track performance
• How to test, learn and improve
• Using data for insights, segmentation, targeting and personalization to build relationships
• Customer-initiated marketing and automation

Channel planning:

• Principles of channel selection & balancing budgets
• Understanding digital channels and how to use them

Conversion and retention:

• Getting to the sale – how to guide a customer through the consideration phase
• Keeping customers for longer – planning, tactics and loyalty programs

In-class practical’s