Course Overview

Develop a considered and data-driven marketing strategy for your business. This course delves into how marketing professionals can utilise and make sense of the large quantities of data collected by their organisations from their customer bases to aid in gaining competitive advantage.

Key insights can be garnered from the data, relating to consumer behaviour and future trends and be used to ensure the business adopts a data-driven decision approach.

This two half-day  course will focus on data, analytics and insights and how marketing professionals can overcome internal challenges and gain buy-in across the business to action and implement data insights.

The next course in the series, ‘Marketing Strategy Workshop’ addresses using the insights to develop a considered and data-driven marketing strategy for your business.

Jan will be joined  by various guest speakers who will demonstrate real life case studies using insights from their own companies.

Marketer Pathways Competencies

Marketer Competencies

  • Research
  • Integrated Analytics
  • Marketing Strategy

Business Competencies

  • Decisions & Judgment
  • Commercial Awareness
  • Organisational Awareness
  • Action & Results

People Competencies

  • Developing People

Course Trainer

Jan Richards

Head of Insights Planning, Dublin Airport Authority

Passenger growth at Dublin Airport 2015-2017 has increased by over three times the European average, and every month currently is the busiest on record. Jan is responsible for managing the significant Dublin Airport Insights & Research programme, including monitoring future customer and passenger trends, passenger tracking, continuous CX improvement programme & research feedback, and developing brand positioning strategy & measurement. She is proud of her contribution to Dublin Airport’s continuous improvement programme that since 2006 has resulted in the airport moving from bottom 3 to top 3 performers within its category in the Airports Council International Customer Satisfaction Index.

Jan speaks regularly at international brand, research, innovation and CX conferences in London and abroad and has significant tourism experience having worked in brand, communication and segmentation development with Bord Failte and Tourism Ireland. Jan worked in advertising in London, Budapest and Dublin for 16 years; she was Client Director of DDB Budapest and Planning Director of Owens DDB in Dublin, and lectures in insight development, research, marketing and communications.