DMA: Data and Marketing Association
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Course Details

Next Generation Omnichannel Marketing

The next generation in data-driven marketing. Learn what sets omnichannel apart, and the "must haves" for successful omnichannel marketing campaigns.

$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

Omnichannel marketing is often confused with multichannel marketing, but they are not the same. Omnichannel marketing is the next generation in data-driven marketing. In this module, you will learn what sets omnichannel and multichannel marketing apart, the similarities and differences in these two approaches, and how to implement the important factors forming the basis of successful omnichannel marketing, using data.


  • The definition of Omnichannel Marketing
  • Omnichannel vs. Multichannel Marketing
  • Business cases in successful Omnichannel Marketing
  • How to use data to identify high-value prospects and customers and drive profits
  • Types of consumer data & how companies face data challenges
  • How data analysis and statistical relevance impact Omnichannel Marketing


James Fink
CEO/Managing Partner Optikal Read Biography »
Joel Otten
Digital Strategist/Partner Optikal Read Biography »

Section 1: Introduction

  • Defining OmniChannel Marketing
  • OmniChannel v. Multichannel Marketing
  • Global Demand for OmniChannel Marketing as a Solution
  • OmniChannel Marketing Process – Overview: Map, ID, & Transmit

Section 2: Identifying Data

  • What is data?
  • Consumer Data: 1st & 3rd Party Data
  • Definition of Big Data
  • Challenges of Big Data
  • Breaking Big Data into Small Data
  • RFM Data – Recency, Frequency, Monetary
  • Using Key Business Cases in Identifying Data to Build Single Customer Views & Up-sell Products

Section 3: Data Analysis

  • Analytics
  • Statistical Relevance
  • High-lifetime-value Customers & Prospects
  • Why High-lifetime-value Customers Matter
  • High-value prospects – Target, Predict, and Optimize
  • Key Business Cases in Using Analytics

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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