DMA: Data and Marketing Association
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Course Details

Segmentation: Understand & Target

Marketing must be all about the customer. Learn how to appropriately target your marketing for an enhanced customer experience

$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

Omnichannel marketing allows a marketer to target an individual each time they cross a particular touch point with your company. But do you know how to target each customer uniquely with each approach?

Marketing must be all about the customer. And by segmenting your audience, dividing your customers by their similarities in order to market or deliver products and services to their differences, you will identify which customers to serve and how to serve them where. Join Dr. Don Hinman as he explains the different tools and approaches to support your segmentation efforts resulting in an effective marketing strategy and overall customer experience.


  • Why segment?
  • Targeting & positioning
  • Descriptive & predictive modeling
  • Segmentation variables
  • CHAID analysis
  • Quadrant analysis
  • Descriptive vs. Predictive modeling
  • Response/behavior model vs. customer look-alike model
  • Attribution methods
  • Measurement approaches
  • Reducing attrition


Don Hinman
Data Driven Marketing Consultant Read Biography »

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Section 1: What is Segmentation & Why Is It Necessary?

  • What is segmentation?
  • Why segment?
    • Goals of segmentation
  • How to segment
    • Targeting and positioning
    • Descriptive & predictive modeling
    • Segmentation variables
    • CHAID Analysis
    • Quadrant Analysis

Section 2: Approaches to Targeting Your Customers

  • Descriptive vs. predictive modeling
  • Response/behavior model vs. customer look-alike model
  • What a model looks like
    • Key elements of all models
  • Identifying your best target audience
  • Reducing attrition & improving retention
  • Retention decision timeline & process
  • Value of retention strategies

Section 3: Measurement & Attribution

  • Defining attribution
  • Attribution methods
    • 1st touch
    • Last touch
    • Even
    • Custom
  • Measurement approaches
  • Attribution through onboarding
  • Case study

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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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