What's on

Training: Database Marketing Essentials - London

Training: Database Marketing Essentials - London

Learn how to collect, analyse, understand and manage your customer data to deliver relevant, personalised marketing communications that improve your business performance.

You will learn to:

  • Understand data analysis and develop a successful data-driven marketing strategy
  • Define data quality to ensure you capture good data and manage it effectively
  • Develop customer insight through analysis and interpretation of your data
  • Understand the principles of segmentation and targeting
  • Appreciate legislation and regulations around data protection and privacy issues

Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy

Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group.  She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed.  With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.


Liz Curry

Liz first joined Comic Relief in 1995 after working briefly with the UN on the first Mozambican General Election, and travelling through East Africa. Before that she had worked at the National Theatre in various marketing roles. Working to Comic Relief’s CEO, she has been involved in many and various projects such as managing an application to the Millennium Commission for a comedy theme park, and the publication of two JK Rowling books. After a secondment to the volunteering charity, TimeBank, as Campaign Manager, Liz returned to Comic Relief to take up the position of CRM Manager, a position she has held since 2002. Awards include the 2012 IoF Insight in Fundraising Award for Driving Strategy; Marketing Week’s Data Strategy Award for 2013; Data IQ’s Real Mail Marketer of the Year in 2013, and the 2013 IoF Insight in Fundraising Award for Innovation. Liz is also a member of the IDM data marketing council.

Programme: (1 day course)

The role of data

  • Developing a data-driven marketing strategy
  • Understanding data analysis
  • Understanding how to join up offline and online data
  • Identifying data gaps and limitations

Defining Data Quality

  • Developing a data quality strategy
  • The differences between consumer and business data
  • The issue with poor data
  • Data collection and capture (on and offline)
  • Different forms of data
  • Data enhancement and using external data sets
  • Duplicate data and how it can be managed

Gaining Customer Insight

  • How data can help you understand your customers on and offline
  • Profiling tools for consumer and business data
  • The principles of segmentation
  • How to develop targeting models

Data analytics

  • Data mining and “Big Data"
  • Key website analytics
  • How to measure social media campaigns
  • Building an evaluation framework
  • Identify appropriate KPIs

The Law relating to Data

  • Data protection and EU Directives
  • Privacy issues
  • Self-regulation: Preference Services MPS and TPS

Other upcoming events

See all
Digital Marketing World Forum - Amsterdam
3 April 2017

Digital Marketing World Forum - Amsterdam

DMWF has an 8-year history of bringing together the worldwide marketing community to examine the latest trends, challenges and areas of opportunity in the marketing industry. This year’s event will showcase the latest Digital Marketing Technologies; Virtual Reality and Artificial Intelligence and explore Digital Marketing Strategies, eCommerce, Influencer Marketing, Content Marketing, Data, Mobile Marketing and Analytics across two dedicated conference streams.

Read more
ConversionXL Live 2017 - San Antonio, TX
5 April 2017

ConversionXL Live 2017 - San Antonio, TX

Be part of the highest quality growth & optimization topics discussions live. Everyone stays together for 3 days in a remote location. All speakers are hardcore practitioners. Huge focus on the quality of learning from peers

Read more
BrightonSEO Conference - Brighton
6 April 2017

BrightonSEO Conference - Brighton

BrightonSEO is a one-day search marketing conference and series of training courses held, not surprisingly, in Brighton. It takes place twice a year and brings together some of the best speakers in the world of search, and definitely the best crowd.

Read more
Content Marketing Conference - Boston, MA
11 April 2017

Content Marketing Conference - Boston, MA

We’re excited to take CMC to the next level in Boston this year, after two years in Vegas attracting more than 300 attendees in 2016. CMC’s core focus is to deliver the tactics and techniques you need to grow your business organically– the content marketing way. CMC’s speakers are so great, we decided to call them superheroes this year, celebrating their commitment to rid the world of bad content, and help us grow our businesses organically—the content marketing way!

Read more
Hero Conference - Los Angeles, CA
18 April 2017

Hero Conference - Los Angeles, CA

Hero Conf Los Angeles marks our sixth annual US event, where PPC fanatics gather to share a passion, collaborate on solutions and simply have fun while learning about the latest trends in paid search. Hero Conf is hosted by the experts behind PPC Hero and is an event tailor-made for digital advertising pros ready to discuss tactics and actionable ideas to implement within their accounts. We’re an event that understands the demand for training in an ever-evolving industry and knows the importance of connections that matter in a world where networking means more than a handshake.

Read more