The IDM Award in Data & Analysis

Module 1: Defining data

Learning objective: To understand the basics of marketing data and its role and importance within your business

• Understand what data is and where it comes from
• Assess the role and importance of data within a business
• Identify some key techniques for adding value to data
• Understand how to classify data according to reliability, stability and content
• Gain awareness of key data types and sources

Module 2: Data quality

Learning objective: To understand the key concepts of data quality

• Understand why data quality is important in sustaining your business
• Assess what good data quality loos like
• Identify the origins of poor quality data
• Evaluate the impact that poor data quality can have over your business
• Understand how to move towards a single customer view

Module 3: Data management

Learning objective: To understand how manage data and data quality issues

• Appreciate the reasons for managing data quality
• Understand good and bad data management practices
• Identify the key components of data quality improvement
• Appreciate the value to the business of data quality improvement
• Understand practical techniques for cleansing your data
• Assess the maturity of your organisation in respect of data quality management

Module 4: Database structures

Learning objective: To understand the role of the database and how to plan/build one.

• Identify the role of a database.
• Appreciate the different types of database structures.
• Understand how to plan and build a database.

Module 5: Data – preparation and mining

Learning objective: To help you understand the role of technology in managing data

• Understand the importance of data preparation.
• Recognise the different types of data (internal and external) that support analytical processes, including data profiling.
• Identify the role of data mining and how it can be used to generate insight

Module 6: Data – segmentation and predictive modelling

Learning objective: To help you understand segmentation and predictive modelling

• Appreciate the role of segmentation and predictive modelling when trying to glean insights from your data.
• Understand the range of statistical techniques you can use to understand your data better

Module 7: Data security

Learning objective: To assess the importance of data security for your business

• Understand the three core principles of data and information security; confidentiality, integrity, and availability
• Assess what good data security looks like in practice
• Manage and measure the risks related to data security
• Understand how to handle a data security breach
• Evaluate the cost and damage to your business of getting data security wrong

Module 8: Data governance

Learning objective: To understand why good data governance is essential and how to accurately assess your own organisation’s current data capability on the Data Governance Maturity Model

• Understand what data governance is and why it’s important to your organisation
• Review the impact of inadequate data governance
• Understand your organisation’s current data capability
• Plot your position on the Data Governance Maturity Model and monitor your progress
• Organise for successful data governance and data management
• Develop and implement a successful data governance strategy
• Appreciate the legal and regulatory regime which governs personal data