Assessor Resource

BSBMKG411
Analyse direct marketing databases

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to collect, enhance, cleanse and analyse, and utilise data for marketing purposes.

It applies to individuals in entry level marketing roles who collect, analyse and store data such as customer or prospect lists, using databases in accordance with organisational procedures. Individuals undertaking these roles also analyse data to segment and profile prospective or existing customers, or to identify new direct marketing opportunities, prior to direct marketing offers being sent.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Collect data

1.1 Determine purpose for acquiring data

1.2 Identify and analyse data requirements

1.3 Evaluate and select appropriate database system or database management service

1.4 Use appropriate methods to collect data or source data from external providers on prospects

1.5 Input and store data accurately, in accordance with organisational procedures and legal and ethical requirements

2. Enhance, cleanse and update data

2.1 Retrieve data in accordance with organisational requirements

2.2 Check list against ‘Do not call’, ‘Do not mail’ registers

2.3 Remove duplication from database

2.4 Regularly cleanse and update data files to maintain accuracy

2.5 Determine whether to outsource data enhancing to third party services

3. Analyse and use data for direct marketing purposes

3.1 Segment and profile data according to demographic, psychographic and behavioristic characteristics

3.2 Assess quality of data

3.3 Identify database fields with crossselling and valueadding opportunities, and any changes in consumer behavior

3.4 Use data analysis findings to design or test new direct marketing offers or for other direct marketing purposes

3.5 Modify and enhance existing direct marketing offers or other marketing activities in accordance with analysis findings

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Collect data

1.1 Determine purpose for acquiring data

1.2 Identify and analyse data requirements

1.3 Evaluate and select appropriate database system or database management service

1.4 Use appropriate methods to collect data or source data from external providers on prospects

1.5 Input and store data accurately, in accordance with organisational procedures and legal and ethical requirements

2. Enhance, cleanse and update data

2.1 Retrieve data in accordance with organisational requirements

2.2 Check list against ‘Do not call’, ‘Do not mail’ registers

2.3 Remove duplication from database

2.4 Regularly cleanse and update data files to maintain accuracy

2.5 Determine whether to outsource data enhancing to third party services

3. Analyse and use data for direct marketing purposes

3.1 Segment and profile data according to demographic, psychographic and behavioristic characteristics

3.2 Assess quality of data

3.3 Identify database fields with crossselling and valueadding opportunities, and any changes in consumer behavior

3.4 Use data analysis findings to design or test new direct marketing offers or for other direct marketing purposes

3.5 Modify and enhance existing direct marketing offers or other marketing activities in accordance with analysis findings

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Determine purpose for acquiring data 
Identify and analyse data requirements 
Evaluate and select appropriate database system or database management service 
Use appropriate methods to collect data or source data from external providers on prospects 
Input and store data accurately, in accordance with organisational procedures and legal and ethical requirements 
Retrieve data in accordance with organisational requirements 
Check list against ‘Do not call’, ‘Do not mail’ registers 
Remove duplication from database 
Regularly cleanse and update data files to maintain accuracy 
Determine whether to outsource data enhancing to third party services 
Segment and profile data according to demographic, psychographic and behavioristic characteristics 
Assess quality of data 
Identify database fields with crossselling and valueadding opportunities, and any changes in consumer behavior 
Use data analysis findings to design or test new direct marketing offers or for other direct marketing purposes 
Modify and enhance existing direct marketing offers or other marketing activities in accordance with analysis findings 

Forms

Assessment Cover Sheet

BSBMKG411 - Analyse direct marketing databases
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Assessment Record Sheet

BSBMKG411 - Analyse direct marketing databases

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