CRM & Attribution Certificate Program

Today’s marketing must be all about the customer. By segmenting your audience, dividing your customers by their similarities in order to market or deliver products and services appropriate for their differences, you will be better able to identify which customers to serve, how to serve them and where to reach them.

In this self-paced online certificate program, we walk you through the omnichannel approaches to audience management for CRM and attribution, and examine the challenges and roadblocks faced by today’s data-driven marketers – enabling you maximize your marketing efforts and reach your best audience.

Join instructor Dr. Don Hinman as he explains the different tools and approaches to support your CRM & attribution efforts – resulting in a more effective marketing strategy and overall customer experience. By completing the program, you will have gained a deeper understanding of each marketing channel, its strengths and weaknesses, and its appropriate applications for your audience(s); you will know how organizations relate to CRM and the different approaches used to manage data; and you will be better equipped to listen and respond to your customers across various touchpoints effectively and strategically – enabling you and your 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.

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

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 CRM and attribution.

Certificate Program Outline

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Course: The Data-Driven Marketing Landscape

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?

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Course: Understanding Data to Understand the Customer

In this course, Understanding Data to Understand the Customer, you will learn what it takes to make data useful, dig deep into the data, how to source it, and why it is so critical to marketing.  Expert Don Hinman will walk you through the different types of data employed for marketing, and review the best practices for handling data – including how to capture and acquire data, organize and clean data, and what every marketer needs to know for effective data strategy.

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Course: Technology: The Tools to Access the Audience

In this course, you will be guided through the essential requirements for an effective data strategy for customer engagement.  Join Dr. Don Hinman as he explains the tools of CRM, data warehouses, DMPs and how they differ, as well as the marketing cloud.  Issues such as audience member recognition, identity fragmentation, data onboarding and related practices will also be explained.

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Course: Segmentation: Understand & Target

Marketing must be all about the customer. And by segmenting your audience, dividing your customers by their similarities in order to market or deliver products and services to their differences, you will identify which customers to serve and how to serve them where. Join Dr. Don Hinman as he explains the different tools and approaches to support your segmentation efforts resulting in an effective marketing strategy and overall customer experience.

Download the full course benefits here

Course: Customer Reach: The Channels

Join Dr. Don Hinman as he takes you on a deep dive progression through each marketing channel, and discusses how they fit into the overall omnichannel marketplace. Learn how to maximize your marketing efforts and reach your best audience through the use of diverse marketing channels, what are the strengths and weaknesses of each, and how emerging channels such as programmatic marketing can be used to find prospects and customers.

Download the full course benefits here

Course: Applications of Effective Customer Management

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.

Download the full course benefits here

Assessment: CRM & Attribution

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 course is recommended as pre-work to prepare you for the CRM & Attribution Certificate Program: Database Marketing. The knowledge contained in this course is fundamental to the material in the 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 course description 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
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $699 Nonmember N/A

Instructors

trainer

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.