The IDM Certificate in Applied Marketing Analytics

Description

This new qualification has been specifically designed for analysts who are primarily working with marketing data. Developed by The Institute of Direct Marketing in conjunction with SAS, the course provides both a detailed understanding of direct marketing and the statistical concepts required for sound marketing analysis. By attending the course, students will understand the drivers within direct marketing and the vital role data, and data analysis, has in this rapidly growing discipline.

Download:
‘The IDM Certificate in Applied Marketing Analytics – Student Support Manual’.

Objectives

After attending this course you will be able to understand:

• The strategic application of direct marketing in both business and consumer markets
• Forecasting, planning and measuring for direct marketing
• The purpose of the marketing database and the role of data
• How Direct Marketing is used for acquiring, developing and retaining customers
• Direct Marketing media and creativity
• The use of SAS® Enterprise Guide software for marketing analytics
• The real-world application of statistics using direct marketing data

Prerequisite skills

Before attending this course, you should have an understanding of basic mathematical concepts e.g. calculating percentages. Some familiarity with basic statistical concepts such as variability may be beneficial.

SAS modules used

• SAS® Enterprise Guide
• SAS® Learning Edition

Course Topics

What is Direct and Interactive Marketing

• The strategic role of direct and interactive marketing (D&IM) within businesses today
• What is D&IM and why it is growing
• The changing natures of sales and communication channels
• How to construct a direct marketing plan
• Forecasting, planning and measuring direct marketing campaigns

Databases, data quality and testing

• The marketing database functions and requirements
• Basic types and sources of data and importance of data quality
• How to implement a direct marketing testing strategy
• Understanding the statistical principles behind testing

Acquiring new customers

• Customer acquisition in context and the balance between getting new customers and retaining existing ones
• How to plan and develop an acquisition campaign
• The importance of customer profiling an acquisition
• Analysing an acquisition campaign

Developing and retaining customers

• Why concentrate on customer retention
• The importance of lifetime value
• Customer analysis techniques for retention
• Obtaining and using additional customer data in a retention programme

Campaign planning, media and creativity

• Planning and managing direct marketing campaigns
• On and offline media available to direct marketers
• The differences between general advertising and direct and interactive marketing
• The logic behind direct marketing creativity

Applying statistical concepts using SAS® Enterprise Guide

• Business problems and statistical solutions
• Testing business questions
• Categorised data - why is it different?
• Continuous variables
• What if our target variable is binary?

Statistical practice for marketing analysts

• Measurement, risk and uncertainty: using data to make marketing decisions
• Propensity scoring
• Clustering and Segmentation
• Overview of other statistical methods used for direct marketing

Course Dates

Please see the course schedule for dates.