** Improving your targeting strategies

Level: Marketing leadership

If you're trying to talk to everyone, you're unlikely to reach anyone. Targeting helps you move from generic catch-up messaging to personalised communications.

In this lesson, you will learn how to tailor your targeting strategy to the marketing goal you're trying to achieve. Using interactive exercises and industry case studies, you explore ways to improve your acquisition and retention activity by conducting in-depth customer analysis and adopting data-driven segmentation, profiling and targeting strategies.

Lesson objectives:

• The different targeting strategies that can be used to deliver the marketing goals
• What the decision support techniques to underpin targeting strategies are
• About data mining and predictive analysis techniques that can be used to support forecasting

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma