Data in Marketing Data in Marketing (2)

Training: Data in Marketing

Date: 18th of June 2024

Timing: 09:00 AM - 05:00 PM

Location: IBM, Bourgetlaan 42, 1130 Brussel


BAM Members: € 600 excl. VAT

BAM Non-Members / Friend+: € 800 excl. VAT

Throughout the day, participants will dive into the intricate world of data-driven marketing, exploring the synergy between data, technology, and privacy. The training is structured to provide a holistic understanding, beginning with foundational data principles, moving on to advanced marketing technology, including the utilization of AI, and concluding with essential insights into privacy regulations and best practices.

Throughout the first part of the day, participants will immerse themselves in the fundamental concepts of data, gaining insights into its collection, analysis, and interpretation within a marketing context. From understanding different data types to harnessing the power of data analytics, this segment will equip attendees with the knowledge needed to leverage data effectively in their marketing strategies.

The second part of the training covers the dynamic of marketing technology, focusing on cutting-edge tools and techniques powered by AI. Participants will explore how AI-driven solutions revolutionize marketing practices, from personalized customer experiences to predictive analytics, enabling organizations to stay ahead in today's competitive landscape.

As the day progresses, the final part of the training shifts the spotlight to privacy considerations, emphasizing the importance of ethical data handling and compliance with regulatory frameworks. Participants will learn essential principles and guidelines for safeguarding consumer data, ensuring trust and transparency in their marketing endeavors.

The goal of this training is to equip participants with a comprehensive understanding of data-driven marketing, empowering them to leverage data, embrace innovative technologies, and adhere to privacy regulations effectively. By the end of the training, participants will possess the knowledge and skills needed to develop data-centric marketing strategies that drive business growth while prioritizing consumer privacy and trust.


  • Session 1. Data are the new Gold – How to maximize your Marketing ROI using data

    Marketers nowadays need to leverage data and technology to become customer centric and deliver on the customer experience while maintaining their strategy and creative capabilities.

    In this track we will dive into the data landscape specifically relevant for marketing and focus on how to derive business value from data in a meaningful & ethical way.

    We explore the different types of data, their use cases and the future evolutions.

    You will be equipped with a data and a data strategy framework to help you navigate and leverage data in your marketing practice.

    Key learning objectives i.e. after this session you will be able to:

    1. demonstrate how data can contribute to the realization of your marketing & company objectives
    2. understand the different types of data, their sources, evolution and importance in the future
    3. understand the different technologies available to store, aggregate and action marketing data
    4. draft a high level data strategy in function of your data and marketing maturity

    Teacher: Katleen Peeters


  • Session 2. Using MarTech: delight or frustration?

    Technology can help to serve the customer better and to build and to strengthen the relationship between customers and brands. I This technology is commonly known as MarTech.

    In the digital age, the number of MarTech vendors is exploding, both internationally and nationally.

    you will learn how to understand the MarTech landscape beyond the speeches of the vendors; how to determine your needs, using an assessment tool, and how to find the technology that will best meet those needs.

    You will learn where to start, which pitfalls to avoid and how to collaborate with these MarTech vendors. 

    After this session you will be able to:

    1. Determine your needs
    2. Identify the MarTech actors who can help you
    3. Understand the pitfalls when implementing MarTech solutions
    4. Establish a successful collaboration with MarTech suppliers
    5. Set priorities for implementation

    Teacher: Ken Borremans

  • Session 3. Privacy by design

    In an interconnected world, trust & reciprocity are not enough anymore to guarantee the protection of consumer data. Measures have to be taken to ensure privacy from the conception of a project onwards. You will learn how to implement the “Privacy by design” concept.

    Key learning objectives i.e. after this session you will be able to:

    1. Understand the evolution of Privacy Management
    2. Understand the 7 principles of “Privacy by design”
    3. Test your compliance with a checklist

    Teacher: Florent Diverchy

This course is part of the Meaningful Marketing Academy. View the full training program.



Do you want detailed information about the trainings and which of them best suit your profile?

Nathalie Prieto

Contact Nathalie Prieto, Head of activities & sponsoring

+32 472 10 20 85 -