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Evidence Guide: BSBMKG411 - Analyse direct marketing databases

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG411 - Analyse direct marketing databases

What evidence can you provide to prove your understanding of each of the following citeria?

Collect data

  1. Determine purpose for acquiring data
  2. Identify and analyse data requirements
  3. Evaluate and select appropriate database system or database management service
  4. Use appropriate methods to collect data or source data from external providers on prospects
  5. Input and store data accurately, in accordance with organisational procedures and legal and ethical requirements
Determine purpose for acquiring data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse data requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and select appropriate database system or database management service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Enhance, cleanse and update data

  1. Retrieve data in accordance with organisational requirements
  2. Check list against ‘Do not call’, ‘Do not mail’ registers
  3. Remove duplication from database
  4. Regularly cleanse and update data files to maintain accuracy
  5. Determine whether to outsource data enhancing to third party services
Retrieve data in accordance with organisational requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Remove duplication from database

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Regularly cleanse and update data files to maintain accuracy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine whether to outsource data enhancing to third party services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse and use data for direct marketing purposes

  1. Segment and profile data according to demographic, psychographic and behavioristic characteristics
  2. Assess quality of data
  3. Identify database fields with crossselling and valueadding opportunities, and any changes in consumer behavior
  4. Use data analysis findings to design or test new direct marketing offers or for other direct marketing purposes
  5. Modify and enhance existing direct marketing offers or other marketing activities in accordance with analysis findings
Segment and profile data according to demographic, psychographic and behavioristic characteristics

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess quality of data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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

Required Skills and Knowledge

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