DMA: Data and Marketing Association
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Course Details

Database Marketing

Know the principles of database marketing to build customer retention and determine the lifetime value of customers.

$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 Database Marketing module will review the key strategies and principles of database marketing. As a result, you will develop a database strategy to achieve both short- and long-term marketing objectives, use database marketing to build customer retention, and determine the lifetime value of customers and use that value in marketing strategies.


  • Database marketing strategy: what it is and how it works
  • Acquire new customers
  • Retain existing customers
  • Expand relationships with customers


Alan Weber
Principal Data to Strategy Group Read Biography »

Introduction to Database Marketing

  • Where is the data?
  • Overcoming the pitfalls in database marketing
    • No one understands the customer because no one has all the information
    • Eliminate Silos: Build a Central Marketing Database
      • What is Kept in a Database Record?
      • How Is the Database Used?
      • How Is the Database Accessed?
      • What Proves Database Marketing Works?
    • Lack of a Database Marketing Strategy
    • Using the Database to Provide Discounts Instead of Loyalty
    • Not Investing in Both Building AND Maintaining Loyalty
    • Silos & Lack of Leadership Support
    • Thinking You can Build it on Your Own – Marketing Databases are not Equal to IT databases
    • Database “Checkup” Rules for Success

Customer Retention

  • Why is Customer Retention Important?
    • Methodologies Behind Database Marketing
    • Retention vs. Acquisition
    • Why Customer Retention Is Important
  • Methods of Retention
    • Who are Likely to be Loyal?
    • Recruit Relationship Buyers
    • Creating Customer Segments
    • Segments and Status Levels
    • A Complete Customer Retention Plan
    • What is a loyalty program?
    • How Do Loyalty Programs Boost Retention?
    • The Value of a Second Product

Metrics for Measuring Database Marketing Success

  • Calculating Simple Break Even
    • Simple Break Even is a basic calculation direct marketers use on variable costs
    • Simple Break-Even Financial Terms
    • Fulfillment Cost
    • Returns, Cancels and Bad Debts
    • COGS% (Cost of Goods Sold %)
    • Break Even Exercise
  • Calculating P&L (Profit and Loss)
    • What is Profitability by Campaign?
    • Additional Financial Terms for Profit and Loss by Campaign
    • Gross Sales
    • Design of Advertising
    • Profit and Loss Exercise
  • Calculating Lifetime Value
    • When Should We Use Lifetime Value?
    • Additional Financial Terms for Lifetime Value
    • Time Value of Money and Risk Discount Factor
    • Lifetime Value Exercise
    • How You Can Use Lifetime Value
    • Use Lifetime Value to Get Budget Approval

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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