DMA: Data and Marketing Association
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Course Details

Technology: The Tools to Access The Audience

CRM, data warehouses, DMPs, the cloud... Learn the tools for effective data management from "Dr. Data" himself!

$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

Do you know the tools required to accurately and effectively process data? Are you up-to-speed with effective data management processes?

In this module, you will be guided through the essential requirements for an effective data strategy for customer engagement. Join Dr. Don Hinman as he explains the tools of CRM, data warehouses, DMPs and how they differ, as well as the marketing cloud. Issues such as audience member recognition, identity fragmentation, data onboarding and related practices will also be explained.


  • Mapping the Martech ecosystem
  • Audience member recognition
  • Identity fragmentation
  • Effective data management: Extract, Transform & Load
  • Capturing and acquiring data
  • Data quality
  • Entity identifiers
  • Data match issues
  • CRM & DMPs
  • Data onboarding


Don Hinman
Data Driven Marketing Consultant Read Biography »

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Section 1: The Marketing Technology Ecosystem

  • Mapping the Martech ecosystem
  • Effective data management: Extract, Transform & Load
  • Capturing & acquiring data
  • Organizing data
  • Data quality
    • The importance of data cleansing
    • Best practices
    • Consequences of bad data

Section 2: Entity Identification: CRM & DMP

  • Types of entity identifiers
  • Data match issues
    • Matching processes
    • Match rates
    • Match entities
    • Waterfall matching
  • CRM – customer relationship management
  • DMP – data management platforms

Section 3: Linking & Synching Data

  • Audience member recognition
    • Recognition
    • Targeting
    • Identity fragmentation
    • Multiple touchpoints
    • Benefits of the 360 degree view
  • Data onboarding
    • Definition & challenges
    • IP & ISP mapping
    • Data integration

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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