DMA: Data and Marketing Association
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Digital CRM: Understanding the Tools, Technology and Techniques


The process of Digital CRM encompasses building unique audience profiles by identifying and assembling data about customers/prospects in order to know who they are, what they like, how they behave, etc. This information drives actionable insights and data use cases.

This course recognizes that data is the fuel to the Digital CRM process and successful Digital CRM strategy encompasses the ability to integrate online and offline data from disparate sources to provide a single view of your customers/audience. The ultimate goal of Digital CRM is to use insight garnered from data to quickly identify high value customers and deliver targeted communication that result in action.


  • Integrating information from various online and offline data sources.
  • Understanding the types of online and offline data and implications for their uses
  • Creating a consistent set of audience profiles for targeting and optimization
  • Developing a holistic view of audiences and customer profiles across your business
  • Capturing and integrating campaign data and customer/prospect engagement with the brand across marketing, web site, device, service and commerce channels
  • Planning and manage audience-targeted programs from acquisition through onboarding, retention and reactivation

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

Introduction / Landscape

  • The Marketing Landscape
  • Intro to Digital CRM
  • Challenges and Roadblocks

Understanding the Data

  • What is data?
  • Where does data come from?
  • What are the essential data types?
  • Big Data – so what?
  • How to begin to use data in Digital CRM

Data Processing and Integration

  • Data Capture
  • Data Cleansing and Quality
  • Data Integration
  • Data Governance

Data Assessment

  • Data assessment goals
  • Components of data assessment
  • Common Outputs of data assessment
  • Applying the concept

Technology to Support

  • The marketing technology ecosystem
  • CRM
  • Data Warehouse
  • DMP
  • The Marketing Cloud

Segmentation: Understand and Target

  • Segmentation Definition
  • Segmentation Goals
  • Segmentation Types
  • Segmentation Use cases

Customer Reach: The Channels

  • The Impact of Comprehension
  • Approaches for reaching audiences
  • The Channels
  • Channel benefits
  • Emerging channels

Customer Attribution

  • Methods
  • Models
  • Impact

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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