Unit of competency Outline

Date retreived
22/07/2026 11:06 AM AWST

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Analyse direct marketing databases

Analyse direct marketing databases

Unit of competency
National Code
BSBMKG411
State Code
AUL53
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
25/03/2015
View on TGA
State Implementation and Classification
Approved Date
15/09/2015
Field of Education
080505 - Marketing
Original Release Date
15/09/2015
Nominal Hours
50
Description
This unit describes the skills and knowledge required to collect, enhance, cleanse and analyse, and utilise data for marketing purposes.It applies to individuals in entry level marketing roles who collect, analyse and store data such as customer or prospect lists, using databases in accordance with organisational procedures. Individuals undertaking these roles also analyse data to segment and profile prospective or existing customers, or to identify new direct marketing opportunities, prior to direct marketing offers being sent.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
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
No information
No information
Replaces
State Code National Code Title Type
D0860 BSBMKG411A Analyse direct marketing databases Unit of competency
Replaced By
State Code National Code Title Type
OCF56 BSBMKG436 Design and test direct marketing activities Unit of competency
State Code National Code Title Type
AVS4 BSB41315 Certificate IV in Marketing Qualification
AZJ8 BSB42415 Certificate IV in Marketing and Communication Qualification