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Advanced CRM Implementation Certificate: Merging Data & Insights

Design your own CRM database and marketing strategy using best-in-practice metrics, measurement, and analyses for effective campaign management.

On-Demand Course CRM and Database Marketing 6-8 Hours (6 total modules)
$479 non-members $799

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Your CRM systems are for more than simply amassing data – the quality, and the relevancy, of your data are key factors in ensuring that your marketing campaigns are effective and targeted appropriately to your audience. In this certificate from the Data, Marketing & Analytics division of the ANA, you will learn the key components to designing and developing your own best-in-class CRM strategy and database using best-in-practice metrics, measurement, and analyses for effective campaign management. After completing the program, you will not only be able to measure and track your internal KPIs, you will also be able to present your CRM metrics clearly and effectively to any audience – whether it be your peers, your clients, or your company’s senior-level management. You will also know how to use profiling and RFM, and apply predictive modeling principles to your data to further enhance your campaigns.

The modular coursework for this Certificate includes developing skills in areas such as:

Database & Campaign Management

  • Data sources, hygiene, quality and integration
  • Informational, promotional, lifecycle and trigger-based campaigns
  • Campaign analytics and testing
  • Campaign execution and evaluation
  • Real world case studies in effective CRM implementation and management

CRM Metrics & Measurement

  • Setting and measuring KPIs
  • Short-term CRM metrics
  • Long-term CRM metrics
  • Standard reporting formats
  • Ad-hoc reporting
  • Descriptive/diagnostic/predictive/prescriptive analyses

CRM Dashboards

  • CRM dashboard development cycles
  • CRM dashboard design phase
  • CRM dashboard types
  • Requirements and considerations for Marketing Performance dashboards by channel:
    • Email
    • Social media
    • Web/Digital

Testing & Profiling

  • Components of formulating an enterprise testing strategy
  • Campaign dimensions and taxonomies
  • Testing metrics and benchmarks
  • Univariate and multivariate experimental designs for testing
  • How to create marketing tests by channel
  • Profiling to understand data and make better decisions


  • Components of segmentation and data requirements
  • Different segmentation types (univariate, bivariate, and multivariate)
  • Segmentation methods (AI, commercial, statistical, and qualitative)
  • Campaign optimization and improving the accuracy of models
  • Testing for consumer and market research

Predictive Analytics

  • Common marketing goals that require predictive analytics
  • Data requirements for predictive analytics
  • How to build, evaluate and deploy a predictive model
  • Applying predictive modeling to improve your customer acquisition and retention, offers, and messaging

*Recommended Pre-certificate Coursework
DMA recommends completing the series on Using Data to Know Your Customer: CRM & Attribution and the Customer Insights series, as pre-work for the Advanced CRM Implementation Certificate. The knowledge contained in those programs is fundamental to the material in this certificate program. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review the program descriptions to ensure your experience aligns with the base of knowledge required.

DMA Certificate coursework is designed and led by nationally-recognized experts, ensuring that your learning experience is of the highest caliber.

DMA Certificate & Certification programs set you ahead of the pack and get you one step closer to your professional goals. Just imagine the pride you’ll feel when you receive your DMA Advanced CRM Certificate.

Register today, and you’ll be on your way to being recognized in your department, company, and throughout your industry as an educated, serious professional … a person who works hard to stay current … one who will always do the best job possible … a leader ready at any time to take on new challenges.

Not sure a certificate is for you?
DMA offers many options when it comes to professional development & continuing education in marketing. Click here for a full overview of what we offer.

Looking for more? Become a DMA Certified Marketing Professional and leverage your know-how into even greater insights. Talk to a team member today about becoming certified and how it can benefit your
work and your career: 212.790.1440 or email DMAEducationInfo@thedma.org


Devyani Sadh
CEO Data Square Read Biography »

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Database & Campaign Management
In this module, you will learn the core principles and prerequisites of data and campaign management, including an overview of the processes required for CRM implementation and a closer look at marketing database development. Discuss the campaign management cycle starting from marketing strategies through implementation and evaluation. Lastly, understand the full lifecycle as you learn from Xfinity, Liberty Mutual and more in reviewing real-world case studies in database and campaign management.

Metrics & Measurement
In this module, you will learn the key items pertaining to metrics and measurement that can help make your data-driven initiatives more successful and relevant. Focused not just on what you should do, but also on what you should not do and things you should watch out for, this module address components required to create a metrics and measurement strategy for your CRM campaigns, allowing you to set clear marketing objectives – strategically tied to measurable goals – that support your company’s overall objectives.

You will learn the Marketing Dashboard development cycle – specifically, the Design, Build, Review, Deploy and Refine phases, including a variety of Marketing Performance dashboard types, to demonstrate the aspects of dashboards that stand out. In addition, you will learn to use the information within Dashboards to make changes in Marketing strategy. Review a number of “live” dashboards with different pros and cons, with an emphasis on a combination of design elements, actual marketing usage, actionability, and inferences that may be made based on the Dashboards.

Testing & Profiling
Learn the key components of formulating an Enterprise Testing Strategy, and discuss the creation of campaign dimensions and taxonomies, testing metrics and benchmarks, and Experimental Design. In addition, you will be introduced to profiling – a technique that helps marketers better understand their data and thus make informed decisions. By the end of this course, you should be able to create your own marketing tests in any one of five channels – website, email, social, video, and direct mail.

This module consists of three sections that will help you understand the pre-requisites and core principles of Segmentation usage, development, and best practices. After completing this course, you will be able to move towards creating brand new segmentation schemes and/or optimally utilizing existing ones.

Predictive Analytics
This course consists of three sections that will help you understand the core principles of Predictive Modeling usage, development, and applications: first, we will provide an overview of Predictive Modeling, common marketing goals and data requirements for developing effective Predictive Models, and important considerations in setting analysis specifications. Second, we will review the steps needed to build, profile, evaluate, and deploy a Predictive Model. And lastly, we will discuss real-life examples and applications of Predictive Modeling as well as ways in which you could use this technique to improve marketing efficiency.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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