DMA: Data and Marketing Association
Consumer Help
Course Details

Transmission in Omnichannel Marketing

Build a successful strategy for targeted consumer dialogue by optimizing your marketing efforts across channels.

$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

Did you know that 90% of mobile users do not have a specific brand in mind when they begin shopping? Your job as a brand is to make that transition from prospect to consumer by properly using an integrated, cross-channel approach when communicating with your audience. The Transmission in Omnichannel Marketing module teaches you how to properly engage your target audience in order to ensure they choose your brand at the moment of conversion.


  • Understanding & engaging your consumers
  • Targeting Audience Segments – strategies & best practices
  • Knowing the best marketing approaches for each channel
  • Optimizing your brand through the use of data, predictive analytics & attribution models
  • Techniques of personalization and retargeting
  • and more!


James Fink
CEO/Managing Partner Optikal Read Biography »

Section 1: Targeting

  • Approaching the channels
  • Omnichannel Dialogue
  • Understanding Your Consumers
  • Engaging Your Consumers
  • Targeting Audience Segments
    • Inventory targeting
    • User targeting
    • Specific strategies
    • 7 best practices for targeting
    • Testing your campaigns

Section 2: Optimization

  • Optimization
  • Types of Campaigns
  • Predictive Analytics
  • Attribution Model
  • Personalization Strategies
    • Case study
  • Event Detection
  • Retargeting

Section 3: Channels

  • Micro-Moments: Understanding when the consumer is ready to buy
  • How to Optimize Channels:
    • Mobile
  • Introduction
  • Transmission
    • Email
  • Introduction
  • Transmission
  • Integration
    • Social Media
  • Introduction
  • Using relevant images and videos
  • Determining frequency
  • Case Studies

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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