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The Data-Driven Marketing Landscape Course Type
Duration
CEUs
On-demand
60 Minutes
2 Credits
Module Overview In The Data-Driven Marketing Landscape, expert Don Hinman walks you through the approaches to audience management for CRM and attribution, and examines the challenges and roadblocks faced by today’s data-driven marketers. You will also walk through the essentials of data for marketing: What is it? Where does it come from? And what are the types of data vital to achieving your marketing goals? This module is the first in a six-part series on Using Data to Know Your Customer: CRM & Attribution. This module can be taken either as a stand-alone course or as part of the series. Module Topics • • • • • • • •
Data & personalization Small data vs Big data The process of data-driven marketing (DDM) Tools & techniques for DDM DDM approaches & roadblocks The 4 essential sources of data Customer data points Challenges to a 360-degree customer view
Data & Personalization “TRLs” – Learning the language of data-driven marketing (DDM) The most challenging questions marketers face Small vs. Big Data
Section 2: Introduction to Digital CRM •
The process of DDM Identifying Building Delineating Developing Delivering
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Results DDM activities Acquisition Conversion Activation Cross-selling Up-selling Retention Advocacy Data tools & techniques Data-driven approaches to marketing Roadblocks to DDM Big data & its impact on DDM
Section 3: Understanding the Data: Challenges and Roadblocks •
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The 4 essential data sources 1st Party 2nd Party 3rd Party Marketing/industry Challenges to managing every customer data point Challenges to a 360 degree view of the customer
Registration Rates DMA member $99 Non-member $149 Instructor Don Hinman Data Driven Marketing Consultant Don Hinman is a Data Driven Marketing Consultant. He helps marketers and others understand and utilize marketing data across multiple customer-centric channels. Don is often referred to as “Dr. Data” due to his experience and expertise across the industry in the creation and use of data in data marketing applications. In the past two years, Don has provided consulting services for a number of organizations. • Development of materials and education courses in Data and Audience Management for the Data & Marketing Association (DMA). • Establishment of a Data Governance Process for a Services Provider supporting Small to Medium sized Financial Institutions. • Created a Chief Data Officer role as well as other data support activities for one of the top Marketing Services Provider. • Advised a major Investment Banker in the assessment of the competitive market position of a potential acquisition. • Provided Expert Witness advice in an alleged patent infringement case involving data marketing. • Provided Expert Witness advice for a Data Provider pursuing possible copyright infringement and unauthorized use of data. His previous work experience includes:
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Senior Vice President for Data Strategy for Epsilon Data Solutions (2007-2014). In this role Don lead the data asset utilization functions for Epsilon’s data products. He previously served as SVP for Products for ICOM and Abacus. Past Chair of the Direct Marketing Association’s Committee on Ethical Business Practices. Former member of the Board of Trustees for Marketing Edge (f/k/a DMEF). Honored with a Silver Apple Award from the Direct Marketing Club of New York (2013). He frequently speaks at conferences and seminars in the direct marketing, CRM and database marketing industries. Executive Vice President and Senior Principal for The Allant Group (2005-2007). Group Leader for InfoBase Products at Acxiom Corporation (1994-2005). In that role he led the product management of Acxiom’s data centric products, including InfoBase consumer and telephone enhancement, list products, and analytic and segmentation products. Don was also the Data Content Group Leader in the Data Division at the Acxiom Corporation. Vice President and Performance Group Manager for National Demographics & Lifestyles Inc. (1984-1994) in Denver, CO, where he was responsible for Product Development, Management and improvement of direct marketing lists and segmentation/modeling services. Manager of Marketing Research Services at Arbitron Ratings Company (1981-1984), where he produced custom market analysis for radio and television stations, cable systems and advertising agencies.
Don received his Ph.D. in Mass Communications from Bowling Green State University (Ohio) in 1979. Powered by: