Advanced CRM Implementation Certificate Program

Your CRM systems are for more than simply amassing data – the quality, and the relevancy, of your data are key factors in ensuring that your marketing campaigns are effective and targeted appropriately to your audience.  In this certificate, you will learn the key components to designing and developing your own best-in-class CRM strategy and database using best-in-practice metrics, measurement, and analyses for effective campaign management. After completing the program, you will not only be able to measure and track your internal KPIs, you will also be able to present your CRM metrics clearly and effectively to any audience – whether it be your peers, your clients, or your company’s senior-level management. You will also know how to use profiling and RFM, and apply predictive modeling principles to your data to further enhance your campaigns.

Learning Experience

This program includes courses with a video-based lecture format with no interactivity. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools. See each course outline for more details.

Who is this Certificate Program For?

Junior, middle, and senior marketer levels – all those interested in advanced CRM implementation.

Certificate Program Outline

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Course: CRM Implementation - Database & Campaign Management

In this course, you will learn the core principles and prerequisites of data and campaign management, including an overview of the processes required for CRM implementation and a closer look at marketing database development. Discuss the campaign management cycle starting from marketing strategies through implementation and evaluation. Lastly, understand the full lifecycle as you learn from Xfinity, Liberty Mutual and more in reviewing real-world case studies in database and campaign management.

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Course: CRM Implementation - Metrics & Measurement

In this course, you will learn the key items pertaining to metrics and measurement that can help make your data-driven initiatives more successful and relevant. Focused not just on what you should do, but also on what you should not do and things you should watch out for, this module address components required to create a metrics and measurement strategy for your CRM campaigns, allowing you to set clear marketing objectives – strategically tied to measurable goals – that support your company’s overall objectives.

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Course: CRM Implementation - Dashboards

You will learn the Marketing Dashboard development cycle – specifically, the Design, Build, Review, Deploy and Refine phases, including a variety of Marketing Performance dashboard types, to demonstrate the aspects of dashboards that stand out. In addition, you will learn to use the information within Dashboards to make changes in Marketing strategy. Review a number of “live” dashboards with different pros and cons, with an emphasis on a combination of design elements, actual marketing usage, actionability, and inferences that may be made based on the Dashboards.

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Course: CRM Implementation - Testing & Profiling

Learn the key components of formulating an Enterprise Testing Strategy, and discuss the creation of campaign dimensions and taxonomies, testing metrics and benchmarks, and Experimental Design. In addition, you will be introduced to profiling – a technique that helps marketers better understand their data and thus make informed decisions. By the end of this course, you should be able to create your own marketing tests in any one of five channels – website, email, social, video, and direct mail.

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Course: CRM Implementation - Segmentation

This course consists of three sections that will help you understand the pre-requisites and core principles of Segmentation usage, development, and best practices. After completing this course, you will be able to move toward creating brand new segmentation schemes and/or optimally utilizing existing ones.

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Course: CRM Implementation - Predictive Analytics

This course consists of three sections that will help you understand the core principles of Predictive Modeling usage, development, and applications: first, we will provide an overview of Predictive Modeling, common marketing goals and data requirements for developing effective Predictive Models, and important considerations in setting analysis specifications. Second, we will review the steps needed to build, profile, evaluate, and deploy a Predictive Model. And lastly, we will discuss real-life examples and applications of Predictive Modeling as well as ways in which you could use this technique to improve marketing efficiency.

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Assessment: Advanced CRM Implementation

Estimated Length of Completion

Approximately 6-8 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Recommended Pre-certificate Coursework: The following Certificate Programs are recommended as pre-work to prepare you for the Advanced CRM Implementation Certificate Program: CRM & Attribution Certificate Program and the Customer Insights Certificate Program. The knowledge contained in these programs is fundamental to the advanced material in this certificate program. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review the program descriptions to ensure your experience aligns with the base of knowledge required.

Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $499 Nonmember $499



Dr. Devyani Sadh

CEO, Data Square

As CEO at Data Square, Dr. Sadh, has successfully spearheaded numerous programs for CRM and Data Infrastructures, Hygiene, BI, Predictive Analytics, Digital Integration, Campaign Management, Marketing Automation and CRM Strategy consulting for clients such as Adobe, Cisco, IBM, The Jones Group, JP Morgan Chase, Kraft General Foods, Red Door Spas, Oppenheimer Funds, Sony and USTA.

A recognized industry expert, Dr. Sadh is chair of the DMA's Analytics Council, adviser, judge, board member and thought leader at national conferences, councils, and competitions. She has spent many years teaching at top-tier universities such as New York University and the University of Connecticut. She has published several articles and speaks at premier conferences on topics such as CRM, Campaign ROI, Integration of Primary and Secondary Research via Modeling, Analytically-driven Customer Acquisition and Retention, Digital Integration, Social Media Analytics, and Customer-Centricity.


Comprehensive CRM and Database Marketing (Two Day Open Enrollment)