Customer Relationship Management & Database Marketing Certification - Outline
Day 1 | Day 2
Day 1: 9:00 A.M. - 5:00 P.M.
Please arrive 30 minutes earlier than the start time to register.
Database Marketing: An Introduction and Strategic Overview
- What is database marketing? How is it different from direct marketing and CRM?
- What are the key benefits?
- Is database marketing likely to succeed in your industry?
- What are the key phases of database marketing?
The Role of Strategy and Planning
- Conduct situation analysis including resource assessment and market factors
- Set quantifiable marketing objectives
- Develop long-term strategy for reaching the marketing objectives
- Establish marketing programs for pricing, promotion, product and placement
- Create methods to test, track, and compare performance to objectives
Building the Foundation: A Marketing Database
- Test your knowledge: What are the different types of marketing databases?
- What are the key components of a marketing database?
- Learn about the different types of available data and sources
- Know the sources of data that can enhance your marketing database
- Clearing up confusion about Customer Data Integration (CDI)
- Define and explain the importance of CDI
- Understand the value of data marts
- Find out the key processes in database development
- Learn about key considerations in building marketing database capabilities
- Management decisions such as in-house vs. outsourcing
- Technical issues such as database models, application software, and platform choices
- Eye-opening examples
Tapping into the Database with Effective Reporting, Profiling and Business Intelligence
- The role of business intelligence in database marketing
- Test your knowledge: What is the difference between reports, queries, OLAP, BI, dashboards and “What If” scenarios
- Everyday applications of profiling
- Understand the building block: Recency, Frequency, Monetary Analysis (RFM)
Mining the Database with Advanced Analytics
Overview
- What is data mining?
- What are the most frequently used data mining techniques?
- Test your Knowledge: Statistical vs. Artificial Intelligence Techniques
- How others are applying data mining to solve problems
Using Predictive Modeling to Enhance Targeted Marketing
- Basic principles of predictive modeling
- Most frequently used types of models
- Key steps in model development
- What marketers need to know about modeling
- Comparison of modeling techniques and which to use when: Regression vs. Neural Networks
- Compute the ROI on a predictive model
- Everyday applications of predictive modeling
Learning Classification Techniques to Leverage Marketing Opportunities
- A simple way to think about classification and CHAID
- Compare CHAID to regression-based approaches
- Examples and applications
Day 2: 9:00 A.M. - 5:00 P.M.
Mining the Database with Advanced Analytics (cont'd.)
Applying Segmentation for Enhancing Relevance and Personalization
- Basic concepts and types of segmentation
- What are the different types of segmentation
- What and why do marketers segment?
- Why do marketers segment?
- How to create segments using Cluster Analysis
- The role of the marketer in developing a segmentation scheme
- Real world applications: Strategic customer segmentation using Cluster Analysis
Using Association and Sequences for Optimizing Bundles, Offers and Placement
- Basic concepts underlying Association and Sequence Analysis
- Frequently used applications: Market basket analysis/product affinity analysis
- The most important things to understand about product affinity analysis
- How measuring product affinity can pay off later
- Real-life success stories
Leveraging Customer Lifetime Value for Driving Strategic Decisions
- What the fuss about Customer Lifetime Value is all about?
- How do you estimate it?
- Understand the different types of Customer Lifetime Value – before you jump in
- Improve your decision-making using Customer Lifetime Value
- Make accurate predictions about business growth
- How to apply Customer Lifetime Value in your business?
- Examples and applications
Managing Campaigns and Contact Strategies
- What you may not understand about contact strategy
- Why segment, target and manage contact strategies?
- Multi-step targeting: Making it work
- Multichannel integration: The wave of the future
- The secrets of contact strategy optimization
- Steps to effective campaign management
The Internet and Database Marketing
- The role of the internet in database marketing
- The relationship between the Internet and other database marketing media
- The promise of personalization
- What types of data can be collected from the web?
Putting It All Together
- Dive deep into effective database marketing: The benefits, costs, trends, issues, and success factors
* Outline is subject to change.
