DMA: Data and Marketing Association
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Course Details

Advanced Database Marketing

Learn to accurately and cost-effectively reach intended consumers through advanced segmentation strategies and modeling techniques with your marketing.

$99 non-members $149

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

The Advance Database Marketing course focuses on advanced database techniques and analysis including detailed instruction on how to effectively use these techniques to identify, segment, and target an audience. The database marketing module will also teach how to accurately and cost-effectively reach intended recipients through advanced segmentation strategies and modeling techniques. You'll get detailed instruction on effective use of database marketing in order to identify, profile, segment, target, and talk to your ideal audience.


  • Compare different segmentation strategies and chose targets among them based on data-driven performance analysis.
  • Segment using the techniques of RFM analysis, CHAID analysis, Cluster analysis
  • Predict using modeling techniques in order to identify customers most likely to order or respond, repeat or lapse, buy different products


Alan Weber
Principal Data to Strategy Group Read Biography »

Recency, Frequency, Monetary (RFM) Analysis

  • RFM Analysis
    • How to Compute RFM (Recency, Frequency, Monetary) Analysis
    • Money or Average Order
    • Nths
    • When to Use RFM
    • Why RFM
  • Computing RFM
    • How to Compute a Simple Recency Code
    • Response by Recency Quintile
    • How to Compute a Frequency Code
    • Response by Frequency Quintile
    • How to Compute a Monetary Code
    • Response by Monetary Quintile
  • Segments & Testing
    • RFM Code Construction
    • Simplified Segments and the Rule of 100
    • The Break Even (BE) Response Rate
    • The Absolute Minimum Test Size
    • The Experience Adjustment
    • How to Compute the Response Rate
    • RFM For B2B Databases
    • Response by Recency
    • Frequency 2x+ Versus 1-Time-Only
    • How to Use RFM

Statistical Modeling

  • Predictive Modeling Steps
    • Principles Behind Modeling
    • Three Basic Types of Models
    • Why Modeling Works
    • Predictive Modeling – A Standard Approach
    • What if it Doesn’t Work?
    • When it Does Work
    • Modeling Costs
  • Modeling Using CHAID
    • Chi-Squared Automatic Interaction Detection
    • CHAID Gains Chart
    • CHAID Segments
  • Descriptive Modeling
    • Profiles
    • How to Use Descriptive Modeling Profiles
  • Collaborative Filtering
    • The Mileage Chart
    • Collaborative Filtering, the Case for Cross-Selling
  • PRIZM Claritas Clusters
    • Claritas Clusters (PRIZM)
    • Case Study: Non Profit Success Using PRIZM Clusters

Direct Marketing Testing

  • What are we Testing?
    • What Can You Test?
  • Types of Testing
    • The A/B Split
    • Using Half Life
    • Half Life Revenue
  • How to Set Up a Test Group
    • Audience Analysis Tests
  • Advanced Testing Case Study
    • Results of Not Looking at LTV
    • Comparing Acquisition Costs
    • Comparing Profit per Year
    • Comparing Lifetime Value
  • Testing Pitfalls
    • Marketing Database “Checkup” Testing

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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