Data Acquisition and Management looks at the different types and sources of data that can help identify and profile your customers across channels. It considers how to collect first-party data by request or through tracking and importantly how to manage that data within your business so that it’s value can be maximised.

This plan contains four courses:

• Introduction to data acquisition and management
• Identifying and profiling customers with data
• Collecting first-party customer data
• Managing first-party data in your business

Data and Measurement helps you consider how to define performance measures and how to collect measurement data using different platforms, providers and processes. You will explore basic statistical approaches to interpreting data and more complex methodologies for multichannel attribution.

This plan is made up of six courses:

• Introduction to data and measurement
• Defining marketing performance measures
• Collecting marketing performance data
• Interpreting marketing performance data
• Analysing marketing ROI performance
• Optimising performance through test and learn