DMA: Data and Marketing Association
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Course Details

Applications of Effective Customer Management

Be prepared for the coming shifts in data management. Learn how to collect and treat data, think holistically about the customer experience, and deliver relevant messaging in an omnichannel world.

$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

Seventy-five percent of marketers are planning to reorganize in the coming year. Are you prepared for the shifts that are going to occur in marketing technology?

Understanding how organizations relate to CRM and the different approaches used in managing data will enable you to better listen and respond to your customers across various touchpoints. In this module, Dr. Don Hinman walks you through the best ways to collect and treat data at an organizational level, enabling the organization to become truly omnichannel, think holistically about the customer experience, and connect to and use customer data so that your messaging is contextually relevant to the customer’s moment of truth.


  • The 5 components of an effective data-driven marketing (DDM) strategy
  • Organizational job functions and their impact on CRM
  • Management approaches to using data
  • Data governance & data security
  • Social Media Marketing
  • The Internet of Things
  • Cross-device tracking & new sources of user data


Don Hinman
Data Driven Marketing Consultant Read Biography »

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Section 1: How the Organization Relates to CRM

  • Thinking holistically – the omnichannel evolution
  • The 5 components of an effective DDM organization
  • Organizational job functions and their impact on CRM
  • Data governance & data security – what customers expect
    • Avoiding the “creepy” factor
    • Privacy principles
    • Implementing a data governance culture
    • Risks of non-compliance

Section 2: Social Media Marketing

  • The importance of listening to social media
    • Case studies
  • The social media landscape
    • Facebook
    • Twitter
    • Google+
    • LinkedIn
    • Check-in services/apps
    • Blogs
    • Pinterest
    • Instagram
    • YouTube
    • Vine
    • Snapchat

Section 3: The Internet of Things (IoT)

  • The IoT landscape
  • IoT concerns
    • Privacy
    • Security
    • Societal concerns
    • Design
  • IoT marketing opportunities
    • Cross-device tracking
    • New sources of user data
    • Deepening personalization
    • Creating new touch points

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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