Applications of Effective Customer Management | School of Marketing | ANA

Applications of Effective Customer Management

Seventy-five percent of marketers are planning to reorganize in the coming year. Are you prepared for the shifts that are going to occur in marketing technology?

Understanding how organizations relate to CRM and the different approaches used in managing data will enable you to better listen and respond to your customers across various touchpoints. In this course, Dr. Don Hinman walks you through the best ways to collect and treat data at an organizational level, enabling the organization to become truly omnichannel, think holistically about the customer experience, and connect to and use customer data so that your messaging is contextually relevant to the customer’s moment of truth.

This course is part of a six-part series on Using Data to Know Your Customer: CRM & Attribution and can be taken either as a stand-alone course or as a part of the series.  Powered by Marist.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world, practitioner-led learning. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in applications of effective customer management.

Course Outline

Lesson 1: How the Organization Relates to 

    • Thinking holistically – the omnichannel evolution
    • The 5 components of an effective DDM organization
    • Organizational job functions and their impact on CRM
    • Data governance & data security – what customers expect

Lesson 2: Social Media Marketing

    • The importance of listening to social media
    • The social media landscape

Lesson 3: The Internet of Things (IoT)

    • The IoT landscape
    • IoT concerns
    • IoT marketing opportunities

Estimated Length of Completion

Approximately 60 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Don Hinman

Founder, dhConsulting

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:

  • 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 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.

Don received his Ph.D. in Mass Communications from Bowling Green State University (Ohio) in 1979.