DMA: Data and Marketing Association
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Course Details

The Data-Driven Marketing Landscape

Join "Dr. Data" as he walks you through the essentials of data-driven 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

In The Data-Driven Marketing Landscape course, expert Don Hinman walks you through the approaches to audience management for CRM and attribution, and examines the challenges and roadblocks faced by today’s data-driven marketers. You will also walk through the essentials of data for marketing: What is it? Where does it come from? And what are the types of data vital to achieving your marketing goals?


  • Data & personalization
  • Small data vs Big data
  • The process of data-driven marketing (DDM)
  • Tools & techniques for DDM
  • DDM approaches & roadblocks
  • The 4 essential sources of data
  • Customer data points
  • Challenges to a 360-degree customer view


Don Hinman
Data Driven Marketing Consultant Read Biography »

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Section 1: The Marketing Landscape

  • Data & Personalization
  • “TRLs” – Learning the language of data-driven marketing (DDM)
  • The most challenging questions marketers face
  • Small vs. Big Data

Section 2: Introduction to Digital CRM

  • The process of DDM
    • Identifying
    • Building
    • Delineating
    • Developing
    • Delivering
    • Results
  • DDM activities
    • Acquisition
    • Conversion
    • Activation
    • Cross-selling
    • Up-selling
    • Retention
    • Advocacy
  • Data tools & techniques
  • Data-driven approaches to marketing
  • Roadblocks to DDM
  • Big data & its impact on DDM

Section 3: Understanding the Data: Challenges and Roadblocks

  • The 4 essential data sources
    • 1st Party
    • 2nd Party
    • 3rd Party
    • Marketing/industry
  • Challenges to managing every customer data point
  • Challenges to a 360 degree view of the customer

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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