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DMA: Data and Marketing Association
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Using Data to Know Your Customer: CRM & Attribution Certificate

Seventy-five percent of marketers are planning to reorganize in the next year in response to the changes in marketing technology. Are you prepared for the shifts that are coming?

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Overview

Today’s marketing must be all about the customer. By segmenting your audience, dividing your customers by their similarities in order to market or deliver products and services appropriate for their differences, you will be better able to identify which customers to serve, how to serve them and where to reach them.

In this self-paced online certificate program, we walk you through the omnichannel approaches to audience management for CRM and attribution, and examine the challenges and roadblocks faced by today’s data-driven marketers – enabling you to maximize your marketing efforts and reach your best audience.

Join instructor Dr. Don Hinman as he explains the different tools and approaches to support your CRM & attribution efforts – resulting in a more effective marketing strategy and overall customer experience. By completing the program, you will have gained a deeper understanding of each marketing channel, its strengths and weaknesses, and its appropriate applications for your audience(s); you will know how organizations relate to CRM and the different approaches used to manage data; and you will be better equipped to listen and respond to your customers across various touchpoints effectively and strategically – enabling you and your organization to become truly omnichannel, think holistically about the customer experience, and connect to and use customer data so that your messaging is contextually relevant to the customer’s moment of truth.

Topic Overview

(view course outline tab for more detail)

  • The Data-Driven Marketing Landscape
  • Understanding Data to Understand the Customer
  • Technology: The Tools to Access the Audience
  • Segmentation: Understand & Target
  • Customer Reach: The Channels
  • Applications of Effective Customer Management

*Recommended Pre-certificate Coursework
DMA recommends completing the course Database Marketing course before registering for the CRM & Attribution Certificate. The knowledge contained in this course is fundamental to the advanced material in the certificate program. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review course description to ensure your experience aligns with the base of knowledge required.

DMA Certificate modules are designed and led by nationally-recognized experts, ensuring that your learning experience will be the best possible.

Not only will you complete the program with increased knowledge of CRM and attribution, but you’ll also be eligible to take the exam and obtain your certificate.

DMA's marketing certificate or certification programs set you ahead of the pack and get you one step closer to your professional goals. Just imagine the pride you’ll feel when you receive your DMA Marketing Analytics Certificate.

Register today, and you’ll be on your way to being recognized in your department, company, and throughout your industry as an educated, serious professional … a person who works hard to stay current … one who will always do the best job possible … a leader ready at any time to take on new challenges.

About The Instructor

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Don Hinman
Don Hinman is a Data Driven Marketing Consultant. He helps marketers and others understand and utilize marketing data across multiple customer-centric chann... Read More »

Course Pricing

  • dollar Member - $479
  • dollar Non-Member - $799
See DMA Member Benefits »

Course Duration

  • 6-8 hours

Not sure a certificate is for you?

  • Not sure a certificate is for you?
    DMA offers a wide variety of options when it comes to professional development & continuing education in marketing. Click here for a full overview of what we offer.

    Looking for even more training?

    Become a DMA Certified Marketing Professional and leverage your know-how into even greater insights. Talk to a team member today about becoming certified and how it can benefit your work and your career: 212.790.1440 or chat below!

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The Data-Driven Marketing Landscape
In The Data-Driven Marketing Landscape course, expert Don Hinman walks you through the approaches to audience management for CRM and attribution, and examines the challenges and roadblocks faced by today’s data-driven marketers. You will also walk through the essentials of data for marketing: What is it? Where does it come from? And what are the types of data vital to achieving your marketing goals?

  • Data & personalization
  • Small data vs Big data
  • The process of data-driven marketing (DDM)
  • Tools & techniques for DDM
  • DDM approaches & roadblocks
  • The 4 essential sources of data
  • Customer data points
  • Challenges to a 360 degree customer view

Understanding Data to Understand the Customer
In this 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

Technology: The Tools to Access the Audience
In this course, 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

Segmentation: Understand & Target
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

Customer Reach: The Channels
Join Dr. Don Hinman as he takes you on a deep dive progression through each marketing channel, and discusses how they fit into the overall omnichannel marketplace. Learn how to maximize your marketing efforts and reach your best audience through the use of diverse marketing channels, what are the strengths and weaknesses of each, and how emerging channels such as programmatic marketing can be used to find prospects and customers.

  • The omnichannel environment
  • Identity recognition & audience member recognition
  • Online & offline identification methods
  • Methods to reach your audience
  • Walled garden vs. open garden advertising
  • Traditional and digital channels overview
  • Programmatic marketing & addressable TV
  • Strengths and weaknesses of each channel

Applications of Effective Customer Management
Understanding how organizations relate to CRM and the different approaches used in managing data will enable you to better listen and respond to your customers across various touchpoints. In this course, Dr. Don Hinman walks you through the best ways to collect and treat data at an organizational level, enabling the organization to become truly omnichannel, think holistically about the customer experience, and connect to and use customer data so that your messaging is contextually relevant to the customer’s moment of truth.

  • The 5 components of an effective data-driven marketing (DDM) strategy
  • Organizational job functions and their impact on CRM
  • Management approaches to using data
  • Data governance & data security
  • Social Media Marketing
  • The Internet of Things
  • Cross-device tracking & new sources of user data

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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