CRM Implementation: Segmentation | School of Marketing | ANA

CRM Implementation: Segmentation

In this course, you will learn about segmentation, an analytic technique that is an important component of a marketer’s toolkit. This course consists of three lessons that will help you understand the pre-requisites and core principles of Segmentation usage, development, and best practices.

In the first lesson, we provide an overview of segmentation as well as marketing goals of segmentation and discuss the data requirements and the types of variables that could be used to develop an effective segmentation scheme. In the second lesson, we will review a variety of segmentation methods ranging from the simplest intuition-based methods to the more sophisticated analytical techniques. In the last lesson, we discuss real-life examples and applications of segmentation as well as ways in which this technique could be used to improve marketing efficiency.

After completing this course, you will be able to move toward creating brand new segmentation schemes and/or optimally utilizing existing ones.

This course is the fifth 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 segmentation.

Course Outline

Lesson 1: Overview, Goals and Data 

    • The process of segmentation
    • Segmentation goals
    • Segmentation variables
    • The segmentation database
    • Lesson exercise

Lesson 2: Methods

    • Segmentation schemes / types
    • Segmentation methods
    • Lesson exercise

Lesson 3: Applications

    • Campaign optimization
    • Segmentation example types
    • Product development & bundling
    • Improving accuracy of models
    • Segmentation applications
    • Testing for consumer and market research
    • Lesson exercise

Estimated Length of Completion

Approximately 70 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)