Data-Driven Marketing Course - United Kingdom

Data-Driven Marketing Course​ Outline

Module 1: Fundamentals

• Introduction to Data-Driven for Marketing
• Data-Driven Marketing Strategy
• Essential Marketing Metrics
• Leaders Vs Laggards

Module 2: Overcoming the Five Obstacles to Data-Driven Marketing

• Focus on Collecting the Right Data and Create Momentum
• Conduct Small Experiments
• Strategies for Obtaining Customer Data
• Resources and Tools
• Create a Data-Driven Marketing Culture

Module 3: Marketing Metrics

• Linking Marketing Activities to Metrics
• Balanced Scorecard for Marketing
• Facing the B2B Measurement Challenge

Module 4: Essential Nonfinancial Metrics

• Brand Awareness
• Test-Drive
• Churn
• CSAT
• Take Rate

Module 5: Essential Financial Metrics

• Profit
• Net Present Value (NPV)
• Internal Rate of Return (IRR)
• Payback Period
• Return on Marketing Investment (ROMI) Framework for Management Decisions

Module 6: Customer Lifetime Value

• Introduction to Customer Lifetime Value
• Value-Based Marketing
• Balancing Short and Long-Term Customer Profitability
• Customer Life Cycle Management

Module 7: From Clicks to Value with Internet Marketing Metrics

• CPS Vs CPM: Optimising Metric
• Optimising Sponsored Search
• Bounce Rate Changing the Internet Search Marketing Game
• Beyond SEM: Internet Display Advertising Impact
• Hypertargeting Display Advertising in Social Media
• Word of Mouth (WOM) Social Media Marketing Engagement

Module 8: Infrastructure for Data-Driven Marketing

• Which Data Really Need?
• Need to Build a Ranch House or Empire State Building Infrastructure
• Requirement Complexity

Module 9: Marketing Budgets, Technology, and Core Processes

• Marketing Campaign Management
• Marketing Processes, Technology, and the Link to Firm Performance
• B2B Vs B2C Investment Portfolio Mixes
• Overcoming the Barriers to Professionalising Marketing Processes
• Upgrading the Marketing Campaign Management (MCM) Processes

Who should attend this Data Driven Marketing Course?

This course is designed for Marketing Professionals, Analysts, and Managers who are seeking to enhance their understanding and skills in leveraging data for strategic marketing decisions. This course can benefit a wide range of professionals, including:

• Marketing Professionals
• Marketing Analysts
• Marketing Managers
• Data Analysts
• Digital Marketing Specialists
• UX/UI Designers
• Brand Managers

Prerequisites of the Data Driven Marketing Course

There are no formal prerequisites for this Data-Driven Marketing Training Course.

Data Driven Marketing Course Overview

Data-Driven Marketing represents a paradigm shift in the digital advertising landscape, harnessing the power of customer data to achieve precise and efficient media purchasing and tailored messaging. It stands at the forefront of digital advertising advancements, riding the waves of burgeoning marketing data quality, technological innovation, and automation.

Gaining proficiency in Data-Driven Marketing is paramount for professionals aiming to keep pace with the dynamic realm of digital advertising. This approach, particularly eminent in programmatic buying, employs machine learning and algorithms to remove the uncertainties inherent in traditional media planning and buying.

The Knowledge Academy’s 1-day comprehensive course on Data-Driven Marketing will empower delegates with a foundational understanding of the subject and its significance in the contemporary marketing milieu. Delegates will be introduced to key marketing metrics, both financial and non-financial, ensuring they can discern, measure, and act upon relevant data effectively.

Course Objectives

• To equip delegates with tools and techniques for effective data collection and analysis
• To foster a deep understanding of how to align marketing strategies with data insights
• To enhance proficiency in measuring, reporting, and optimising campaign performance
• To develop skills in predicting and responding to market trends using data analytics
• To empower attendees to leverage data for increased ROI and customer engagement

Upon completion of this course, delegates will gain practical skills to harness data for targeted campaigns, enhancing their ability to reach specific audiences effectively. Additionally, they will acquire insights into optimising marketing strategies through data analysis, empowering them to make informed decisions for business success.

What’s included in this Data-Driven Marketing Course?

• World-Class Training Sessions from Experienced Instructors    
• Data Driven Marketing Certificate 
• Digital Delegate Pack