Course overview
Data has never been more important. Knowing your customers – who they are, where they live, what they like to eat for breakfast – allows you to speak to them as individuals, not just numbers in a database. However, this personalised approach can only be achieved through careful management of that database. This course will enable you to unlock the potential of your data.
Course content
Principles of data collection, storage and organisation
- Types of data
- Demographics
- Behaviour/traffic
- Transactions
- Identifying data sources to grow your database
- Managing collection points to increase data conversions
- Understanding the legalities around data protection
- Identifying software features required to store and manage your data
- Understanding how your data should integrate with software systems
- Completing the data circle – feeding back interactions and keeping data fresh
Developing audience profiles
- How to develop distinct categories within your audience
- Segmenting your database into audience profiles
- Attributing demographic data to your profiles
- Creating a picture of the needs, wants and desires of your various profiles
- Communicating audience profiles with the wider business
Using audience profiles to develop your business
- Building audience data into your campaign planning process
- Utilising audience data to influence creative
- Informing communications through your data
- Developing products based on your audiences’ needs
Booking information
This course can also be tailored to the specific needs of your organisation. Please enquire on 020 3353 3923 or email corporate.masterclasses@theguardian.com
