DMA: Data and Marketing Association
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Course Details

The Customer Database

From the expert who taught Google Analytics at Google, learn the key factors involved in data management and how to interpret your database for better insights into the customer.

$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

In “The Customer Database”, you will learn what the customer database is, the organizational obstacles to its proper implementation and use, and how to apply it to gain insights into your customers. Learn what types of data are required for customer insights, and the pros and cons of some common data technologies. Using a series of case studies from leading companies, this module will equip you with a clear understanding of the important components of the successful application of data to yield insights and drive customer behavior.


  • Organizational roadblocks to proper data management
  • The impact of ‘bad data’
  • Data collection methods
  • Key sources of data for customer insights
  • Checklist for customer insights success


Matt Bailey
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Section 1: Organizational Roadblocks

  • Organizational roadblocks:
    • Orientation
      • Product Focused
      • Channel Focused
    • Education
    • Strategy
    • Resources
    • Database
    • Technology
  • Checklist for customer insights success

Section 2: Customer Data Accuracy

  • Review of key issues
    • Customer linkage
    • Missing data
    • Wrong/inaccurate data
    • Inappropriate data
    • Non-conforming data
    • Duplicate data
    • Market insights
  • The impact of bad data
  • 360 degree customer view: the ideal customer data scenario
    • Types of customer data
    • Capturing customer data
    • Data management platform (DMP)
  • Data collection
    • Anonymous vs. authenticated data
    • Lead nurturing
    • Data sources
  • Next steps

Section 3: Data Types Needed for Gathering Insights

  • Marketing technology trends and spends
    • Customer profiles
    • Intelligent decisioning
    • Programmed interactions / Triggered marketing
  • Technology pitfalls
  • 1st, 2nd & 3rd party data – uses for customer insights
  • Segmented attitudes and segmented messages
  • Illustrative real world examples

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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