DMA: Data and Marketing Association
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Next Generation Omnichannel Marketing

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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

Course Pricing

  • dollar Member - $99
  • dollar Non-Member - $149
See DMA Member Benefits »

About The Instructor

James Fink
James began his career in sales, within the media industry. He has successfully closed several deals and his achievements quickly moved him from sales into m... Read More »
Joel Otten
Joel has had over 10 years of experience in digital marketing, incorporating new technology and media with database marketing. Currently, as Vice President, ... Read More »

Course Duration

  • 40 min.

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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

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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.”
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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.

Want to do even more with this topic? Join our Integrated Marketing Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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