CRM Implementation: Predictive Analytics

Predictive modeling is an analytic technique that is a critical component of a marketer’s toolkit. In this course, you will learn the methods to build, profile, evaluate and deploy predictive models to your CRM data in order to improve marketing efficiency and predict the likelihood of future outcomes.

This course consists of three lessons 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.

This is the final course 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.

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 predictive modeling and analytics.

Course Outline

Lesson 1: Overview, Goals & Data

    • Definitions
    • Why predictive modeling?
    • Predictive modeling components
    • Lesson exercise

Lesson 2: Process

    • Model build
    • Model evaluation
    • Model scoring
    • Model profile / distribution profile
    • Model deployment
    • Lesson exercise

Lesson 3: Applications

    • Predictive analytics tiers
    • Predictive analytics applications
    • Lesson exercise

Estimated Length of Completion

Approximately 75 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)