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Description

Marketing Database: Cleansing, Segmentation and Activation

Turn a dormant contact file into a steady source of targeted and profitable campaigns

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

The contact database is often the least exploited asset in marketing: duplicate addresses, poorly completed fields, segments untouched for years and campaigns sent to the entire file for lack of reliable criteria. Sending pressure keeps rising while response rates continue to decline.

This 14-hour programme is designed for practitioners already responsible for campaigns. It covers database quality and structure, the construction of segments and scores, activation through relationship-driven journeys, and finally measurement and control of contact pressure. Exercises are based on realistic data sets.

Learning objectives

  • Diagnose the quality of a contact database and identify its weak points
  • Structure fields and data collection rules
  • Build segments that can genuinely be used by campaigns
  • Assign scores to contacts based on their value and activity
  • Measure campaign impact and regulate contact pressure

What makes this programme different

A complete database audit is carried out on a data set containing genuine defects
The segments built are immediately translated into a campaign plan
Contact pressure and database attrition are quantified together

Programme

1Database Quality and Structure

Cleanse before you exploit

  • Identify duplicates and inactive addresses
  • Standardise fields and permitted values
  • Organise data collection and consent capture
  • Document data sources and data age

2Segmentation and Scoring

Identify the contacts worth the effort

  • Build segments based on recency and frequency
  • Combine behavioural and declared data
  • Assign a propensity or value score
  • Test the stability of segments over time

3Activation and Relationship Journeys

Put the database to work continuously

  • Design journeys triggered by customer behaviour
  • Personalise messages using the data available
  • Coordinate channels within a single journey
  • Prepare reactivation campaigns for dormant contacts

4Measurement and Contact Pressure

Steer without exhausting the file

  • Select performance indicators by campaign type
  • Set up comparative tests that can be interpreted
  • Define pressure rules and rest periods between sends
  • Track attrition and net growth of the database

Who is it for

Campaign managers, relationship marketing officers and contact database managers working in companies or agencies.

Prerequisites

Previous experience running email campaigns or managing a contact file.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.