Application
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.
Elements and Performance Criteria
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 cross 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 |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1-1.3, 1.5, 2.1-2.4, 3.1-3.5 | Gathers and analyses textual information from a range of sources and identifies relevant and key information |
Writing | 1.5, 2.4, 3.5 | Integrates information from a number of sources to develop material that supports purposes and format of documentation using suitable grammatical structure and clear, logical language |
Numeracy | 1.2, 1.4, 1.5, 2.1, 2.4, 3.1, 3.2, 3.4 | Interprets and analyses numerical and statistical information to analyse database information |
Navigate the world of work | 1.5, 2.1 | Takes personal responsibility for adherence to legal and regulatory responsibilities relevant to own work context Recognises and follows explicit and implicit protocols and meets expectations associated with own role |
Get the work done | 1.1-1.5, 2.1, 2.3-2.5, 3.1-3.5 | Develops plans to manage relatively complex tasks with an awareness of how they may contribute to longer-term operational and strategic goals Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option Evaluates outcomes of decisions to identify opportunities for improvement Uses a range of digital tools to access and filter data, extract, organise and integrate information |
Sectors
Business Development – Marketing