DMA: Data and Marketing Association
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Digital CRM II: Advanced Applications


Advanced Digital CRM techniques allow marketers to use a single view of the customer/prospect to better serve the right message to the right person at the right time. This advanced course will cover bringing together various data sources with communication channels and strategy to help marketers better manage their audience from touch point one to repeat business.


  • Mining the Database with Advanced Analytics
  • Adjusting audiences
  • Integrating Primary Research into Marketing
  • Data Integration
  • Data Activation
  • Data Strategy
  • Data Mapping
  • Audience Management Tech Stack – Deeper Dive
  • Data Use Cases – Beyond What to How (Possible Activity)
  • Programmatic Buying
  • Utilizing Facebook for Audience Reach
  • Attribution techniques
  • Preparing for Data from The Internet of Things (IOT)

About The Instructor

Kathy Linehan
For the past fifteen years, Kathy has split her time between Tucson and Chicago providing management consulting services to clients whose business activities... Read More »
Scott Fenwick
Scott Fenwick has been involved in training in the advertising space (primarily direct marketing and digital marketing) since the early 90’s. In 2000, he m... Read More »

Course Pricing

  • dollar Member - $999
  • dollar Non-Member - $1,699

Early Bird Discount! Register up to 8 weeks prior to the start date for 20% off the above rates. Price reflected at checkout.

See DMA Member Benefits »

Course Duration

  • 2 Days

Topics to Explore:

  • Mining the Database with Advanced Analytics
    • How to understand and interpret various approaches
  • Importance of Data Quality
  • Adjusting audiences: Making changes to audience bases depending on audience behaviors
  • Integrating Primary Research into Marketing
  • Data Integration: online and offline data
    • Advanced Onboarding
    • Data Linking Technologies
  • Data Activation: Into Campaigns or Content
  • Data Strategy: Segmentation, Modeling, Planning
    • Creating new Data Measures from Existing Data
    • Data Fusion
  • Data Mapping
  • Digital CRM Tech Stack – Deeper Dive
  • Data Use Cases – beyond what to how (possible activity)
  • Programmatic Buying
  • Utilizing Facebook for Audience Reach
  • Attribution techniques
  • Preparing for Data from The Internet of Things (IOT)

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.

Want to do even more with this topic? Join our Data Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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