CRM Implementation: Metrics & Measurement | School of Marketing | ANA

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 course 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.

You will review the factors important in building measures, metrics and KPIs that are designed to track and score marketing objectives. You will also look at the visual representations of metrics that include dashboards and standard reports, which should help you address 80% of your marketing questions. To address the remaining 20%, participants explore an ad-hoc reporting infrastructure that allows you to answer follow-on questions that emerge as reports are reviewed.

Ultimately, this course is designed to help you, the marketer, take the first step in creating fact based, data-driven targeted initiatives for purposes of enhancing the bottom-line.

This course is the second in a six-part series entitled: “CRM Implementation: Merging Data & Insights”.  This course can be taken either as a stand-alone course or as 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 CRM metrics and measurement.

Course Outline

Lesson 1: Objectives, Goals, & KPIs

    • Objectives
    • Measures & Metrics
    • Key Performance Indicators
    • Lesson exercise

Lesson 2: Dashboards & Standards

    • Dashboards
    • Standard reports – examples
    • Lesson exercise

Lesson 3: Ad-hoc Reporting & Custom Analysis

    • Ad-hoc reports
    • Custom Analysis
    • Lesson exercise

Estimated Length of Completion

Approximately 85 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 Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $99 Nonmember $99



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)