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Evidence Guide: BSBMKG411A - 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

 

BSBMKG411A - 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' register
  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' register

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 behaviouristic characteristics
  2. Assess quality of data
  3. Identify database fields with cross-selling and value-adding opportunities, and any changes in consumer behaviour
  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 behaviouristic characteristics

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess quality of data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify database fields with cross-selling and value-adding opportunities, and any changes in consumer behaviour

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

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

collecting, storing and accurately maintaining customer or prospect data used in a direct marketing campaign

segmenting and profiling customer data according to specified characteristics

analysing data to identify direct marketing opportunities and quality of data

using data to design or modify new or existing marketing activities

knowledge of relevant legislation, codes and standards.

Context of and specific resources for assessment

Assessment must ensure:

access to existing client lists and databases

access to office equipment and resources.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

assessment of written reports on data analysis activities

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations of analysis, segmentation and profiling results or identification of marketing opportunities extracted from data

observations of database cleansing, updating and enhancement

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBITU404A Produce complex desktop published documents

BSBMKG401B Profile the market

other marketing units.

Required Skills and Knowledge

Required skills

information management skills to store, record, retrieve and update customer information in direct marketing databases

numeracy skills to perform calculations on customer list data

organisational and time management skills to sequence tasks and to meet time lines

research and data collection skills to obtain lists and customer information

technology skills to use a range of office equipment such as telephone systems and computers; and to use a range of software (spreadsheets, word processing packages, databases).

Required knowledge

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations, such as:

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Conduct and 'Do Not Mail' and 'Do Not Call'service register

privacylaws

Trade Practices Act

organisational policies, procedures, products, services and structure

principles and techniques for recording, filing, and cataloguing data

range of database software applications used in direct marketing.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Database system may include:

MS Access

MS Excel

in-house, custom built databases

Appropriate methods may include:

acquisition of customer lists

business cards obtained from conferences, trade fairs and exhibitions

competition response forms

obtaining lists from list brokers

warranty forms

Legal and ethical requirements may include:

codes of practice such as Australian Direct Marketing Association (ADMA) Code of Practice

cultural expectations and influences

ethical principles

relevant legislation such as:

copyright

privacy

policies and guidelines

regulations

social responsibilities

societal expectations

Cleansing and updating may include:

dealing with dead letters

dealing with unsubscribes

logging contact and payment details changes

managing bounceback emails

removing duplication

return-to-sender letters

Demographic characteristics may include:

age

date and place of birth

disability

education

first language

gender

household income

Indigenous Australian

languages spoken at home

marital status

nationality

number and age of children

occupation

Psychographic characteristics may include:

activities

affiliations

attitudes

interests

lifestyle

opinions

political views

values

Behavioristic characteristics may include:

benefits sought by buyer

loyalty status of buyer

readiness stage of buyer

user status of buyer