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Course Information

Data-Driven Marketing Masterclass​ Course Outline

Module 1: Fundamentals

  • Introduction to Data-Driven for Marketing
  • Defining the Data-Driven Marketing Strategy
  • Essential Marketing Metrics
  • Marketing Budgets: Key Differences between the Leaders and the Laggards

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

  • Focus on Collecting the Right Data and Create Momentum
  • Causality—Conduct Small Experiments
  • Lack of Data—Strategies for Obtaining Customer Data
  • Resources and Tools—Build the Infrastructure for Data-Driven Marketing
  • People and Change—Create a Data-Driven Marketing Culture

Module 3: Marketing Metrics

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

Module 4: Essential Nonfinancial Metrics

  • Metric 1—Brand Awareness
  • Metric 2—Test-Drive
  • Metric 3—Churn
  • Metric 4—CSAT
  • Metric 5—Take Rate

Module 5: Essential Financial Metrics

  • Profit
  • NPV
  • IRR
  • Payback Defined
  • Return on Marketing Investment (ROMI) Framework for Management Decisions

Module 6: Customer Lifetime Value

  • Customer Lifetime Value
  • The New Marketing Strategy: Value-Based Marketing
  • Balancing Short- and Long-Term Customer Profitability
  • Customer Life Cycle Management

Module 7: From Clicks to Value with Internet Marketing Metrics

  • CPC versus CPM: Optimising Metric
  • Optimising Sponsored Search
  • Bounce Rate Changing the Internet Search Marketing Game with Attribution Modeling
  • 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 Do You Really Need?
  • Do You Need to Build a Ranch House or Empire State Building Infrastructure?
  • Requirement Complexity

Module 9: Marketing Budgets, Technology, and Core Processes

  • Marketing Campaign Management
  • Research: Marketing Processes, Technology, and the Link to Firm Performance
  • B2B versus B2C Investment Portfolio Mixes
  • Overcoming the Four Barriers to Professionalising Marketing Processes
  • Upgrading the Marketing Campaign Management Processes

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Prerequisites

In this Data-Driven for Marketing Masterclass training, there are no formal prerequisites.

Audience

This Data-Driven for Marketing Masterclass training is designed for all marketers who want to attain a better knowledge of customers and their behaviour to enhance their campaign performance and Return on Investment.

Data-Driven Marketing Masterclass​ Course Overview

Data-driven marketing is the technique of using customer data for efficient and targeted media buying and creative messaging. It is one of the most transformational developments that has ever happened in digital advertising. The exponential growth has followed the increasing quality and volume of marketing data in innovative development and automation technology. The data-driven decision-making process gets the answers to questions such as who, where, when, what, and obtaining those answers actionably. Within the programmatic buying field, data-driven marketing is the most advanced. Through machine learning and leveraging algorithms, marketers and advertisers eliminate all of the guesswork from media planning and buying.

In this 1-day training, delegates will gain knowledge of the basic concepts of data-driven for marketing and its importance. Delegates will understand the essential marketing metrics. Delegates will also attain the experience of marketing, non-financial and financial metrics.

This training will cover various concepts, such as:

  • Fundamentals of data-driven for marketing
  • Essential marketing metrics
  • Leaders vs Laggards
  • Obstacles to data-driven marketing
  • Financial, non-financial and marketing metrics
  • Customer life cycle management
  • CPC versus CPM: optimising metric
  • Infrastructure for data-driven marketing
  • Marketing campaign management
  • Marketing budgets, technology, and core processes

At the end of this training, delegates will also understand Return On Marketing Investment (ROMI) framework used for management decisions. Delegates will also understand how to overcome the barriers to professionalising marketing processes.

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  • Delegate pack consisting of course notes and exercises
  • Manual
  • Experienced Instructor

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Why choose us

Ways to take this course

Our easy to use Virtual platform allows you to sit the course from home with a live instructor. You will follow the same schedule as the classroom course, and will be able to interact with the trainer and other delegates.

Our fully interactive online training platform is compatible across all devices and can be accessed from anywhere, at any time. All our online courses come with a standard 90 days access that can be extended upon request. Our expert trainers are constantly on hand to help you with any questions which may arise.

This is our most popular style of learning. We run courses in 1200 locations, across 200 countries in one of our hand-picked training venues, providing the all important ‘human touch’ which may be missed in other learning styles.

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Highly experienced trainers

All our trainers are highly qualified, have 10+ years of real-world experience and will provide you with an engaging learning experience.

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State of the art training venues

We only use the highest standard of learning facilities to make sure your experience is as comfortable and distraction-free as possible

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Small class sizes

We limit our class sizes to promote better discussion and ensuring everyone has a personalized experience

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Great value for money

Get more bang for your buck! If you find your chosen course cheaper elsewhere, we’ll match it!

This is the same great training as our classroom learning but carried out at your own business premises. This is the perfect option for larger scale training requirements and means less time away from the office.

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Tailored learning experience

Our courses can be adapted to meet your individual project or business requirements regardless of scope.

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Maximise your training budget

Cut unnecessary costs and focus your entire budget on what really matters, the training.

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Team building opportunity

This gives your team a great opportunity to come together, bond, and discuss, which you may not get in a standard classroom setting.

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Monitor employees progress

Keep track of your employees’ progression and performance in your own workspace.

What our customers are saying

Frequently asked questions

FAQ's

Data-driven marketing is the techniques of utilising customer data for efficient and targeted media buying and creative messaging. It is one of the most transformational developments that has ever happened in digital advertising.
In this Data-Driven for Marketing Masterclass training, there are no formal prerequisites.
This Data-Driven for Marketing Masterclass training is designed for all marketers who want to attain a better knowledge of customers and their behaviour to enhance their campaign performance and Return on Investment.
We are able to provide support via phone & email prior to attending, during and after the course.
Delegate pack consisting of course notes and exercises, Manual, Experienced Instructor, and Refreshments
This course is 1 day.
Once your booking has been placed and confirmed, you will receive an email which contains your course location, course overview, pre-course reading material (if required), course agenda and payment receipts
The price for Data-Driven Marketing Masterclass certification in the United Kingdom starts from £795
The Knowledge Academy is the Leading global training provider in the world for Data-Driven Marketing Masterclass.

Why choose us

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Best price in the industry

You won't find better value in the marketplace. If you do find a lower price, we will beat it.

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Many delivery methods

Flexible delivery methods are available depending on your learning style.

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High quality resources

Resources are included for a comprehensive learning experience.

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"Really good course and well organised. Trainer was great with a sense of humour - his experience allowed a free flowing course, structured to help you gain as much information & relevant experience whilst helping prepare you for the exam"

Joshua Davies, Thames Water

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"...the trainer for this course was excellent. I would definitely recommend (and already have) this course to others."

Diane Gray, Shell

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