DMA: Data and Marketing Association
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Course Details

Understanding Data to Understand the Customer

Learn from "Dr. Data" himself the tools every marketer needs for an effective data strategy in today's marketing landscape.

$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 this CRM & Attribution course, Understanding Data to Understand the Customer, you will learn what it takes to make data useful, dig deep into the data, how to source it, and why it is so critical to marketing. Expert Don Hinman will walk you through the different types of data employed for marketing, and review the best practices for handling data – including how to capture and acquire data, organize and clean data, and what every marketer needs to know for effective data strategy.


  • Review different types of marketing data, data sources and data categories
  • Big data and its challenges
  • The 4 V’s of big data
  • The 4 tenants of data management & quality
  • Operating within data siloes
  • Capturing & acquiring data
  • Organizing & cleaning data
  • Data assessment & strategy


Don Hinman
Data Driven Marketing Consultant Read Biography »

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Section 1: Making Data Useful: Definitions, Sources, and Types of Marketing Data

  • Definition of data
  • Types of marketing data
    • PII & sensitive data
    • Public data
    • Private / IP data
    • Anonymized data
    • 1st, 2nd & 3rd party data
  • Data sources
    • Prospects
    • Customers
    • Partners
    • Providers
  • Data Categories
    • Structured data
    • Unstructured data
    • Sensor data
    • New data types

Section 2: The Challenges of Big Data

  • Using different sources and types of data
  • What is big data?
  • The 4 V’s of big data
  • Co-op databases & suppliers

Section 3: Data Management & Quality

  • The 4 tenants of data management
    • Measurement
    • Insights & targeting
    • Strategy & planning
    • Execution
  • Data siloes
  • Capturing & acquiring data
  • Organizing data
  • Data quality
    • The most common data errors
  • Data cleansing
  • Data assessment
    • Key components
    • Audits
    • Outputs
  • Data strategy

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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