Database Intelligence
Database Intelligence is a practical one-day workshop that de-mystifies the sometimes daunting field of database statistics and modelling. It cuts through the hype of many data and analytical solutions and gives you a level-headed, commonsense understanding of how to use these techniques in everyday ways.
Based on expert advice and case study examples, you’ll gain a thorough understanding of the tools and techniques to unlock the potential of your data.
This course is ideal for marketing professionals, particularly direct marketers, and anyone with an interest or involved in database management, data analytics, and CRM.
Past attendees include Marketing Managers, Direct Marketing Managers, Database Managers and Administrators, as well as Research and Retention Managers.
Course Content Introduction and the basics
- A re-cap on maths and stats for marketing
- Transactional data analysis and how it fits with market research
- How to identify wasted marketing spend
Statistics for marketing
- Margin of error
- How to fit more tests into a mailing
- How to do confidence testing and determine sample sizes
- Experimental design
Introduction to modelling
- Recency-Frequency-Monetary
- Post code models
- How to do a statistical hypothesis test
- How to read results accurately
Advanced modelling
- Abbreviations and what they mean
- Types of models and when to use them
- Exotic models
Your Tutors
Paul O’Connor and Sally Carey are the directors of one of New Zealand’s leading business and marketing analytics companies, Datamine. With vast experience working with companies in the banking, insurance, energy, retail, telecommunications, FMCG and mail order industries, Paul and Sally are experts at helping their clients make smart, fact-based business and marketing decisions.
Paul is also Chairman of the Marketing Association’s Data Advisory Network, while Sally is a Fellow of the Institute of Direct Marketing in the U.K.
What Past Attendees Say
The Database Intelligence Seminar was excellent with lots of good solid information and clear examples. I went away feeling I had really learnt something that would be of real value in my work.
Ellen McKeen-Voller, Direct Marketing Manager, UNICEF
I thought the course was great. It contained content that would help organise, segment and test our current database. The material was fresh and new to me which also made it appealing.
Jonathan Kieft, Marketing Manager, IHC New Zealand
Course Dates
For more information or to find out when the next Database Intelligence course is being run, please contact
Amy Bullen or call us on 0800 347 328.
Your Investment
$695+GST for Marketing Association Members
$995+GST for Non Members
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