Advanced Database Marketing

This course focuses on advanced database techniques and analysis, including detailed instruction on how to effectively use these techniques to identify, segment, and target an audience. The database marketing course will also teach how to accurately and cost-effectively reach intended recipients through advanced segmentation strategies and modeling techniques. You'll get detailed instruction on effective use of database marketing in order to identify, profile, segment, target, and talk to your ideal audience.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in advanced database marketing.

Course Outline

Lesson 1: Recency, Frequency, Monetary (RFM) Analysis

    • RFM Analysis
    • Computing RFM
    • Segments and Testing

Lesson 2: Statistical Modeling

    • Predictive Modeling Steps
    • Modeling Using CHAID
    • Descriptive Modeling
    • Collaborative Filtering
    • PRIZM Claritas Clusters

Lesson 3: Direct Marketing Testing

    • What are we testing?
    • Types of Testing
    • How to Set Up a Test Group
    • Advanced Testing Case Study
    • Testing Pitfalls

Estimated Length of Completion

Approximately 60 minutes

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember N/A

Instructors

trainer

Alan Weber

Principal, Data to Strategy Group

Alan Weber is the current Principal of Data to Strategy Group, the past President of the Kansas City Direct Marketing Association; past President of the University of Missouri at Kansas City (UMKC) Alumni Board, and was a Community Member of the UMKC Board of Trustees. Alan is the recipient of The 2008 Alumni Achievement Award from the Henry W. Bloch School of Business and past President of the Bloch Alumni Advisory Committee. He was a member of the first technology panel for the National Endowment for the Arts and was chosen as the 2004 KCDMA Direct Marketer of the Year.

Alan is the author of three books: Event Driven Marketing (Racom, 2010), co-authored with Egbert Jan van Bel and Ed Sanders (both of the Netherlands); Data-Driven Business Models (Thomson-Southwest, 2005); and co-author of Desktop Database Marketing (NTC Business Books, 1997). Alan’s articles have been published in various magazines, including Target Marketing, DM News, and Catalog Age.

Alan has been a member of the Adjunct Faculty at UMKC (where he teaches marketing in the EMBA, graduate, and undergraduate programs) since 2006. He is occasionally an Adjunct Lecturer at Kansas University, where he has taught graduate courses in database marketing in the School of Journalism since 2006. He has trained direct marketers across North America and in The Netherlands, UK, and South America.

Alan has spoken at many conferences, such as “CRM in 1 Day” in Ede, Netherlands and the IDM in Chicago. He has conducted sessions for The International Institute of Marketing Research, Henry Stewart Conference Studies, Total Technology Training, National Seminars, various regional Direct Marketing Associations and has lectured at NYU and CMSU.

Alan earned an MBA from the Bloch School of Business at the UMKC, with an emphasis in Direct Marketing. He also earned a Professional Certificate in Nonprofit Fund Raising through the Midwest Center for Nonprofit Leadership at the Bloch School of Public Administration. Alan also holds a bachelor’s degree in Industrial Management from the Krannert School of Management at Purdue University.

Alan brings a thorough understanding of theory into practice. He has broad experience in database marketing, sales, and service, working in both large and small companies as well as for non-profit organizations. Before founding the Data to Strategy Group, he was President of the Marketing Analytics Group, and was Vice President, Database Marketing for J. Schmid & Associates.