DMA: Data and Marketing Association
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Course Details

Mapping the Customer Journey with Omnichannel Marketing

Learn touchpoint engagement, channels, segmentation and targeting essential to mapping the customer’s journey.

$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

The “Mapping the Customer Journey with Omnichannel Marketing” module covers Step 2 in the comprehensive Omnichannel Marketing approach: mapping the customer journey. This module follows up on the companion module, “Next Generation Omnichannel Marketing” and covers topics such as touchpoint engagement, channels, segmentation and targeting that are essential in mapping the customer’s journey.


  • The importance of customer-centric marketing
  • How to identify the current state of your customers’ experience with your brand
  • How to visualize a future state where the customer’s journey connects with your brand in new ways
  • How to create a framework to understand how customers connect with your brand
  • To understand how your marketing is performing & the path your consumer is taking
  • Touchpoint engagement & best use of channels
  • Segmentation and targeting
  • How to use social media to tell a story


James Fink
CEO/Managing Partner Optikal Read Biography »

Section 1: Mapping

  • What is mapping?
  • Why is mapping important?
  • Customer Journey & Customer-centric Marketing Definitions
  • The Challenges of Mapping
  • Building a Single Customer View
    • Static Components
    • Dynamic Components
  • Touchpoint Engagement
    • Device and Context
    • Engagement Channel
    • Touchpoint Sequence
    • Content Consumed/Action Taken
    • Engagement Timing

Section 2: Channels

  • Best Use of Channels
    • Using Social Media to Tell a Story
      • Facebook
      • Twitter
      • Instagram
      • Pinterest
      • Snapchat
    • Direct Mail
    • Email
    • Display
      • Banner Ads – Visibility vs. Interaction
      • Measuring Engagement

Section 3: Segmentation

  • Definition of Segmentation
  • Common Segmentation Profiles
    • Geographic
    • Psychographic
    • Demographic
    • Behavioral
  • Segmenting Look-alike Audiences
  • Targeting
  • Business Case Studies in Using Segmentation

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  • “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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