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.
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.