Data Driven Techniques For Maximum Results

A Masterclass in Direct Marketing and Data driven communications

 
Marketing training

Training and Workshop Overview

The focus on data is still as relevant as ever – Fuelled by technology, varying data channels and the changing customer behaviour – there has never been more demand for marketers to sharpen the focus on customer needs and to get closer to customers, improve their experience and generate profit using data.

Using Data to Drive Direct Marketing allows you to do that, and to make decisions based on fact. In order to service the gaps in current courses offered in Data Driven Marketing, Clarke Consulting Group are pleased to offer specialised 1 and 2 day training courses in all aspects of direct marketing for efficient data driven marketing planning for improved Return on Investment specific to individual and organisational needs.

The aim of the training is to develop participant’s knowledge and skills in all aspects of Direct Marketing. The emphasis is on maximising data to build and deliver a robust direct marketing plan specific to clients’ objectives and provides a ‘toolkit’ of resources including budget templates and methods to create specific programmes for customer acquisition, retention and loyalty. An appraisal of the tasks involved in direct marketing and step-by-step hands-on coaching, live application of theory and follow up facility is a key part of the programme.

Training can be tailored specifically to requirements and delivered individually, or to a group. All associated materials will be provided.  

Valuable business training workshop

Learning Outcomes

  • Evaluate the data environment and opportunities it presents and master skills necessary to create direct marketing solutions to support specific business objectives.

  • Understand the role of data in direct marketing planning.

  • Build, implement and manage a comprehensive direct marketing plan for acquisition of new customers, retention and loyalty.

  • Uncover the unique characteristics of your customers and appreciate the new approaches needed to target and reach them using DM techniques.

  • Build SMART objectives and metrics for all DM plans.

  • Create a budget and template to control and measure results.

 

Data driven direct marketing workshop training

Direct Marketing Training Topics

  • How to start, build, plan, implement and manage direct marketing campaigns - Includes, key stages of planning – Control, Planning, Implementation and Monitoring

  • Step-by-step and guidelines for specific situational analysis to identify possibilities for your company

  • Database planning and the role of your data in planning

  • Using resources for direct marketing for maximisation – trends, what’s out there

  • Data in action – showcasing data focused case studies for ROI

  • Exploring your in-house data to use in DM campaigns – creating opportunities, identification of customers and profiling

  • DM customer acquisition

  • DM for retention

  • DM for reactivation

  • Creating realistic measureable objectives

  • Development of a DM strategy using appropriate communication tools to reach specific target audiences to link to objectives

  • The role of integrated marketing in a DM campaign

  • Analysis and use of appropriate effective DM communications to reach specific target audiences

  • Guidelines for outsourcing relevant compliant data

  • Building a budget

  • Metrics for DM

  • Follow up mentoring, coaching

Delivery

All training can be delivered on a one-to–one or group basis and tailored to the specific needs and are generally covered in one day. If more detail is needed in the topics then two days may be more suitable. Once the requirements are briefed the optimum topics will be covered according to specifics. Training can be delivered in clients own environment to maximise the use of their own resources and application. Alternatively training can be delivered in a neutral environment at a suitable location.

In addition to the training CCG will provide suitable case studies and offer a six week follow up service whereby participants can make contact with Kathy for advise and mentoring in the stage of application of the learnings.

All participants will receive comprehensive DM manuals, with full support and online Case studies also provided .

About the trainer – Kathy Clarke MBA

With over 25 years’ experience, Kathy Clarke has been involved in delivering highly successful profitable research, online and offline data-driven marketing solutions and e-business across a wide variety of sectors.

Fully qualified in marketing, communications, direct marketing with an International MBA and Level 9 Special Purpose training, Kathy delivers e Business, e Marketing and Metrics for the Graduate Business School Griffith College Dublin and ISEE
Paris on the MSc and MBA programmes and integrated marketing planning workshops for the Irish Small Medium Enterprises (ISME).

Kathy also heads Clarke Consulting Group, an independent consultancy. Area of specialisation is strategic data driven integrated marketing and e – marketing programmes for B2B and B2C markets with key focus on implementations of programmes to align business objectives on an International and local level.

Former roles include, head of the marketing and strategic sales function for Murray Nolan Limited, (part of Littlewoods Ireland) responsible for five leading Irish mail order brands and Customer Contact and Business Development Manager with upc. Furthermore Kathy headed the European brand operations in Ireland on behalf of Glaxo SmithKline.

Previous Board participation includes the Interactive Direct Marketing Association and The Advertising Standards Authority of Ireland.

Testimonials

"I have worked with Kathy Clarke from Clarke Consulting Group on a number of training and facilitation projects. What particularly stands out about her is that she is always 100% focused on what her clients need and she is clearly committed to building positive working relationship and sticks with it to maximise the clients benefits. Uniquely she facilitates follow up mentoring after delivery to maximise benefits of doing the training. I have found Kathy to be very professional and have enjoyed working with her. I intend to engage Kathy to work with me again for training and facilitation in the future"

- Paula Weir - Lighthouse Executive Coaching and Leadership Development

"I first studied under Kathy at postgraduate level in International eMarketing Management, and then Kathy was my dissertation supervisor at MSc level. Throughout both stages I found Kathy to be extremely helpful, on many occasions Kathy went out of her way to help all students and provide them with every resource available. In my dissertation Kathy provided me with constant back up and helped me every step of the way".

- Kevin Yourell - Full time MBA student

"I have known Kathy for over 4 years now. Kathy started supervising some of my undergraduate business students who were required to complete a full business plan as a module of this undergraduate degree programme. Kathy has done an outstanding job in this supervisory role and has been a welcome addition to my small team of supervisors. Kathy’s owner business experience plus her extensive Marketing and in particular eMarketing experience is of great help to the students she supervisors. The role of a supervisor, to these students, is to support, focus and direct them re the development of the students’ business plan. Kathy has always been available for the students and I also get prompt responses to my questions, emails and texts. I asked Kathy to help with a SME event organized by the mayor of Dublin and GCD. She did an excellent presentation (1.5hrs) to a group (25) of SME’s re the use of data in marketing and how it could relate to their businesses. The feedback from this event was extremely positive".

- John Byrne, Lecturer - Griffith College Dublin