DMA: Data and Marketing Association
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Course Details

CRM Implementation: Testing & Profiling

Create your own marketing test in any 1 of 5 marketing channels, utilizing two important areas in CRM management: marketing testing and profiling.

$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

Testing and Profiling are two important concepts for data-driven marketers.

First, you will be shown the three key components of formulating an Enterprise Testing Strategy, and also discuss the creation of campaign dimensions and taxonomies. Next, we’ll discuss testing metrics and benchmarks – in other words, the statistics that are used to evaluate the results. We’ll also cover Experimental Design which refers to the methodology used to conduct an accurate test.

In addition, you will also be introduced to profiling – a technique that helps marketers better understand their data and thus make informed decisions. Here we will review groups that marketers could compare, establishment of dimensions on which to compare the groups, selection of metrics to evaluate results, different types of profiles, and finally, visualization and statistic used to evaluate results.

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 is the fourth 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.


  • 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


Devyani Sadh
CEO Data Square Read Biography »

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Section 1: Testing Dimensions

  • Why build an enterprise testing strategy?
  • Stages of an enterprise testing strategy
    • Campaign dimensions and taxonomies
    • Experimental design standards
    • Campaign evaluation metrics & benchmarks
  • Campaign dimensions & taxonomies – by channel
    • Website
      • Copy, format, features
    • Email
      • Delivery, format, copy, features, audience, offer
    • Social
      • Audience, delivery, format/copy, features
    • Video
      • Creation, display, promotion, post-production
    • Direct mail
      • Format, copy, audience, offer, delivery
  • Section exercise

Section 2: Testing Metrics/Standards

  • Evaluation metrics
    • Metric category
      • Delivery
      • Interest
      • Engagement
      • Advocacy
      • Purchase
    • Metric channel
      • Components and considerations of: Website, email, direct mail, video, social media
    • Metric interval
      • Time-based
      • Program-based
    • Metric benchmark
      • Prior campaign
      • Category average
      • Company average
      • Industry average
  • Experimental designs and standards
    • Univariate design
      • List segment
      • List segment with control group
      • Offer
    • Multivariate design
      • Full factorial (offer & list segment)
      • Partial factorial (channel, offer and list segment)
      • Taguchi
    • Design standards
  • Section exercise

Section 3: Profiling

  • Profiling components
    • Groups
    • Dimensions
    • Metrics
    • Types
  • Metric profile
  • Affinity profile
  • Customer income profile
  • Customer age profile
  • Section 3 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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