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.

On-Demand Course

CRM and Database Marketing

60 min.

$99 non-members $149 Take This Course

Overview
Outline
Convince Your Boss

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.

Topics

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

Instructors

Don Hinman

Data Driven Marketing Consultant Read Biography »

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This module is the first in a six-part series on Using Data to Know Your Customer: CRM & Attribution. This module can be taken either as a stand-alone course or as part of the series.

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Download Course Outline

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.

Try:

“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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