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The IDM Certificate in Applied Marketing Analytics
Gain a detailed understanding of direct marketing and of the statistical concepts required for sound marketing analysis.
Skills are in high demand for marketing analytics so the
IDM Certificate (Cert. AMA) will not only improve your organisation's
capabilities but also increase your own credibility and value in this crucial area.
This qualification has been specifically designed for analysts who are primarily working with marketing data. Developed by the IDM in conjunction with SAS, the course provides both a detailed understanding of direct marketing and the statistical concepts required for sound marketing analysis.
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 System modules used
SAS® Enterprise Guide software
SAS® Learning Edition software
Course dates
Training - 2009
8-10 June - Training at the IDM
17-19 Aug - Training at SAS
28-29 Sept - Training at SAS
2-3 Nov - Training at SAS
Assessments and Exams - 2009
17 July - Assignment Submission cut off
16 Oct - Assignment Submission cut off
7-9 Dec - Exams
If you require more details. Please e-mail education@suk.sas.com or call 0845 402 9902.
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 in 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
For more information e-mail education@suk.sas.com or call 0845 402 9902.
Click Here to download the Course Overview Brochure (PDF).
Click here to download booking form (PDF).
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