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About this learning plan

Once a business has acquired and carefully collated sufficient amounts of first party data in-house the opportunity exists to extract insights from that data that can be used to inform more personalised, relevant and effective marketing communications.

In this Learning Plan you’ll consider how to mine and model data in different ways to identify customer groups for targeting and then how to activate this data to deliver more targeted communications and content.

Course 1: Introduction to Data Activation

Course 2: Mining and Modelling Data for Targeting

Exploring captured data from different angles allows you to uncover actionable segments for targeting. This course describes how to use data analysis and statistical modelling to better understand and target customer groups by channel preference, value, churn risk and lead quality.

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

• Describe different ways of exploring customer data to create actionable targeting opportunities for different business outcomes.
• Articulate the data requirements and overall mining and modelling approaches required for those outcomes.

Course 3: Activating Data for Targeting

Outlines some of the key opportunities for using segmented customer data to better target and personalise paid advertising and owned direct communications and content.

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

• Articulate how to retarget and amplify digital advertising using first and third party data.
• Describe how data can be activated to improve and automate the relevancy of direct marketing.