CRM Implementation: Testing & Profiling

Testing and Profiling are two important concepts for data-driven marketers. First, you will be shown the three key components of formulating an Enterprise Testing Strategy, and also discuss the creation of campaign dimensions and taxonomies. Next, we’ll discuss testing metrics and benchmarks – in other words, the statistics that are used to evaluate the results. We’ll also cover Experimental Design which refers to the methodology used to conduct an accurate test.

In addition, you will also be introduced to profiling – a technique that helps marketers better understand their data and thus make informed decisions. Here we will review groups that marketers could compare, establishment of dimensions on which to compare the groups, selection of metrics to evaluate results, different types of profiles, and finally, visualization and statistic used to evaluate results.

By the end of this course, you should be able to create your own marketing tests in any one of five channels – website, email, social, video, and direct mail.

This course is the fourth 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 testing and profiling.

Course Outline

Lesson 1: Testing Dimensions

    • Why build an enterprise testing strategy?
    • Stages of an enterprise testing strategy
    • Campaign dimensions & taxonomies – by channel
    • Lesson exercise

Lesson 2: Testing Metrics/Standards

    • Evaluation metrics
    • Experimental designs and standards
    • Lesson exercise

Lesson 3: Profiling

    • Profiling components
    • Metric profile
    • Affinity profile
    • Customer income profile
    • Customer age profile
    • 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.


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