DMA: Data and Marketing Association
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Course Details

Digital CRM & Customer Insights Bootcamp

Master the ability to translate customer data into useful marketing insights that, when applied, will radically transform your business and drive revenue. Because data without insights is just noise.

$999 non-members $1,699

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Over the course of two days, the Digital CRM & Customer Insights Bootcamp will take you through what is typically a four-day advanced training, providing you with the foundations to understand the connections between digital CRM and customer insights and how to best utilize these for your business.

The process of digital CRM encompasses building unique audience profiles, by identifying and assembling data about customers/prospects in order to know who they are, what they like, how they behave, etc.; while customer insight is defined as the understanding and application of the “deep truths” about the customer. These insights are gleaned from customer behaviors, experiences, beliefs, needs or wants and matched to product or service, allowing marketers to understand buyer propensity and behavior.

After attending this course, students will be better equipped to bridge the gap between assembling data about customers/prospects and knowing how to apply the data in order to gain valuable insights into the customer.


  • Effective Digital CRM and How You Can Better Impact Your Organization
  • Integrating Information from Various Data Sources
  • How Attribution and Measurement Support Digital CRM
  • Emerging Technologies in the Marketplace
  • Strategic Analysis & Segmentation
  • Building a Needs-Based Customer Persona
  • Understanding & Mapping the Customer Journey


Kathy Linehan
Managing Director Change Strategies Read Biography »
Jerry Grossman
Read Biography »

Day 1: 9:00 A.M. – 5:00 P.M.
Please arrive 30 minutes early, in order to check in.

Day 1 Will Cover:

  • Effective Digital CRM and How You Can Better Impact Your Organization
  • Types of Data and Implications for Their Use
  • Integrating Information from Various Data Sources
  • How Attribution and Measurement Support Digital CRM
  • Developing a Complete View of Audiences Across Your Business
  • Emerging Technologies in the Marketplace
  • What to Consider in Linking Digital CRM and Customer Insights

Day 2: 9:00 A.M. – 5:00 P.M.
Day 2 Will Cover:

  • Digital CRM Wrap-up & Introduction to the Value of Customer Insight
  • Primary Tools for CI
  • Customer Data
  • Segmentation
  • Lifetime Value – Where to Begin Your CI Focus
  • Building a Need-based Customer Persona
  • Understanding & Mapping the Customer Journey
  • Engagement/Analysis
  • Taking Action: Connecting Digital CRM & Customer Insights for Your Business Strategy

Outline is subject to change

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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