Protect the brand while pursuing short-term targets in data-driven digital marketing.
Designing Data-Driven Digital Marketing Strategies
A senior-level treatment of data-driven digital marketing, focused on what changes outcomes.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about data-driven digital marketing that tries to reach everyone reaches nobody. Buyers now complete much of their decision on this strand of marketing and commercial practice before speaking to anyone. It is designed for mixed groups, so that this part of marketing and commercial practice is examined from more than one functional angle. Field experience suggests that the barrier to better data-driven digital marketing is rarely technical. The programme takes participants through the marketing and commercial practice capability end to end, from framing the problem to closing it out. What blocks progress on this aspect of marketing and commercial practice is usually unclear ownership rather than unclear intent. They gain the ability to sequence improvements to data-driven digital marketing in an order their organisation can absorb. The teaching approach is deliberately practical: participants build a go-to-market plan for this part of marketing and commercial practice as they go. It closes by agreeing the smallest change to the marketing and commercial practice capability that would make a visible difference.
Expected Learning Outcomes
Build the content that moves a buyer through data-driven digital marketing rather than merely informing them.
Translate policy on data-driven digital marketing into procedures that hold up under day-to-day pressure.
Build the sales process for data-driven digital marketing so it is repeatable across the team.
Plan expansion of data-driven digital marketing into new segments or markets deliberately.
Establish what evidence would demonstrate that data-driven digital marketing is under control.
Select indicators that show whether data-driven digital marketing is improving, and reject those that only look useful.
Who Should Attend
Staff seconded into improvement work on data-driven digital marketing.
Account managers responsible for retention within data-driven digital marketing.
Retail and channel managers executing data-driven digital marketing in the field.
Specialists advising senior management on data-driven digital marketing.
Product managers whose proposition depends on data-driven digital marketing.
Founders and owner-managers running data-driven digital marketing personally.
Course Modules
Data-driven digital marketing: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1The paperwork for data-driven digital marketing that is actually needed
- Define acceptance criteria for data-driven digital marketing in advance.
- Describe the buyer for data-driven digital marketing specifically enough to name who is excluded.
- Agree what will be standardised in data-driven digital marketing and what will not.
- Plan the sequence in which improvements to data-driven digital marketing will be introduced.
Session 2What has to be agreed before work on data-driven digital marketing starts
- Select channels for data-driven digital marketing based on evidence, then cut the rest.
- Choose the next segment for data-driven digital marketing and state why it is next.
- Test creative for data-driven digital marketing at small scale before full commitment.
- Build the content that answers the buyer's real question about data-driven digital marketing.
Data-driven digital marketing: audience definition and segmentation
2 sessions · 8 pointsSession 1Choosing channels for data-driven digital marketing on evidence
- Build the report on data-driven digital marketing that answers whether to spend more or less.
- Prepare the summary of data-driven digital marketing that senior management will read.
- Structure pricing for data-driven digital marketing against perceived value.
- Measure lifetime value from data-driven digital marketing, not just first purchase.
Session 2Keeping customers acquired through data-driven digital marketing
- Name a single owner for each element of data-driven digital marketing.
- Define qualification criteria that disqualify quickly in data-driven digital marketing.
- Prepare the response for the most likely failure in data-driven digital marketing.
- Assign responsibility for keeping documentation of data-driven digital marketing current.
Data-driven digital marketing: positioning and the honest claim
2 sessions · 8 pointsSession 1Measuring data-driven digital marketing when attribution is imperfect
- Set escalation thresholds for data-driven digital marketing that work out of hours.
- Map the decision journey for data-driven digital marketing and mark where the choice is actually made.
- Build the internal briefing that explains data-driven digital marketing to those affected.
- Estimate the resource data-driven digital marketing requires to run as designed.
Session 2Making data-driven digital marketing work when resources are constrained
- Script the three most common objections in data-driven digital marketing and the responses.
- Compare the cost of data-driven digital marketing with the cost of its absence.
- Set the discount authority for data-driven digital marketing and require justification.
- Rank the weaknesses in data-driven digital marketing by consequence rather than by ease of fixing.
Data-driven digital marketing: the customer journey and decision points
2 sessions · 8 pointsSession 1The claim about data-driven digital marketing competitors cannot copy
- Benchmark the organisation's data-driven digital marketing against comparable operations.
- Document the sales process for data-driven digital marketing so a new joiner can follow it.
- Set objectives for data-driven digital marketing in revenue terms with a timeframe.
- Collect evidence on the present handling of data-driven digital marketing before proposing changes.
Session 2Testing the message on data-driven digital marketing before spending
- Verify six months later that changes to data-driven digital marketing have held.
- Design the retention action triggered when a customer of data-driven digital marketing goes quiet.
- Define the handover point between marketing and sales in data-driven digital marketing.
- Build the competence framework that supports data-driven digital marketing.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.