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About this learning plan

Data is the fuel that drives modern business and marketing success. Without a sufficient quantity and quality of data in-house businesses can struggle to reach, engage, convert and grow customers efficiently and effectively.

This Learning Plan looks at the different types and sources of data that can help identify and profile your customers across channels. It considers how to collect first party data by request or through tracking and importantly how to manage that data within your business so that it’s value can be maximised.

Course 1: Introduction to Data Acquisition and Management

Course 2: Identifying and Profiling Customers with Data

Describes first, second, third and zero-party data and identifiers which combined help businesses better understand their prospective and existing customers.

By the end of the course you will be able to:

• Explain the differences between first, second and third-party data.
• Evaluate different means of identifying and re-identifying customers.
• Describe approaches for consistently identifying customers across channels and platforms.

Course 3: Collecting First-Party Customer Data

Explains different methods for overtly and covertly collecting first party data to understand customers’ demographic, psychographic and behavioural profile.

Course 4: Managing First-Party Data in Your Business

Considers the platforms and processes needed to store and share data across a business and how to successfully manage data governance, data privacy and data quality.

By the end of the course you will be able to:

• Articulate the difference between the available platforms for storing and sharing first-party data.
• Explain how to apply privacy protection and compliance to data via governance.
• Describe key techniques for maintaining data quality.