DMA: Data and Marketing Association
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Course Details

CRM Implementation: Metrics & Measurement

Know how to use your CRM data to make good business decisions.

$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

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 review the factors important in building measures, metrics and KPIs that are designed to track and score marketing objectives. You will also look at the visual representations of metrics that include dashboards and standard reports, which should help you address 80% of your marketing questions. To address the remaining 20%, participants explore an ad-hoc reporting infrastructure that allows you to answer follow-on questions that emerge as reports are reviewed.

Ultimately, this module is designed to help you, the marketer, take the first step in creating fact based, data-driven targeted initiatives for purposes of enhancing the bottom-line.

This module is the second in a six-part series entitled: “CRM Implementation: Merging Data & Insights”. This module can be taken either as a stand-alone course or as part of the series.


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


Devyani Sadh
CEO Data Square Read Biography »

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Section 1: Objectives, Goals, & KPIs

  • Objectives
    • Increase sales
    • Increase customer retention
    • Acquire new customers
  • Measures & Metrics
    • Short-term measurement
      • Campaign-specific metrics (email, direct mail, social, web/digital)
      • B2B Metrics
      • Omnibus metrics
    • Long-term measurement
      • Segment growth
  • Key Performance Indicators
    • Performance vs. Diagnostic
    • 6 Key Considerations
      • Selection
      • Sample size
      • Outliers
      • Overfitting
      • Validation
      • Testing
      • Standardization
  • Section exercise

Section 2: Dashboards & Standards

  • Dashboards
    • Definitions
    • Design
    • Types
  • Standard reports – examples
  • Section exercise

Section 3: Ad-hoc Reporting & Custom Analysis

  • Ad-hoc reports
    • Definitions
    • Benefits
    • Tools & features
      • Input data
      • Report building
      • Interactivity & conditional formatting
      • Distribution
      • Output format
      • Providers
  • Custom Analysis
    • Descriptive
    • Diagnostic
    • Predictive
    • Prescriptive
  • Section exercise

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  • “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.”
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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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