Database Marketing | School of Marketing | ANA

Database Marketing

This course will review the key strategies and principles of database marketing. As a result, you will develop a database strategy to achieve both short- and long-term marketing objectives, use database marketing to build customer retention, and determine the lifetime value of customers and use that value in marketing strategies.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in database marketing.

Course Outline

Lesson 1: Introduction to Database Marketing

  • What data do you need and where is it?
  • Overcoming the challenges in database marketing
    • Building a marketing database around social relationships
    • Driving relationships with database marketing strategy
    • Growing loyal relationships then benefit buyer and seller
    • Investing to sustain and build loyalty
    • Coordinating leadership support to leverage disparate teams
    • Collaborating to succeed – database marketing requires many skills

Lesson 2: Customer Acquisition, Retention, and Growth

  • Why is Customer Retention Important?
  • How Can Customer Acquisition be Confusing?
  • Why is Customer Retention Important?
  • Methods of Retention
  • Understanding Loyalty
  • Case Studies Growing Relationships

Lesson 3: Metrics for Measuring Database Marketing Success

  • Calculating Break-Even Rates
    • What is Break-Even?
    • Decisions using Break-Even
    • Break-Even Financial Terms
    • How-to Use Break-Even Workbook Tab
  • Calculating P&L (Profit and Loss)
    • What is P&L?
    • Decisions using P&L
    • P&L Financial Terms
    • How-to Use P&L Workbook Tab
  • Calculating Lifetime Value
    • What is Lifetime Value?
    • Decisions using Lifetime Value
    • Lifetime Value Financial Terms
    • How-to Use Lifetime Value Workbook Tab

Estimated Length of Completion

Approximately 60 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

This course was last updated on October 31st, 2019.

Registration Pricing

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



Alan Weber

Principal, Data to Strategy Group

Alan Weber is the current Principal of Data to Strategy Group, the past President of the Kansas City Direct Marketing Association; past President of the University of Missouri at Kansas City (UMKC) Alumni Board, and was a Community Member of the UMKC Board of Trustees. Alan is the recipient of The 2008 Alumni Achievement Award from the Henry W. Bloch School of Business and past President of the Bloch Alumni Advisory Committee. He was a member of the first technology panel for the National Endowment for the Arts and was chosen as the 2004 KCDMA Direct Marketer of the Year.

Alan is the author of three books: Event Driven Marketing (Racom, 2010), co-authored with Egbert Jan van Bel and Ed Sanders (both of the Netherlands); Data-Driven Business Models (Thomson-Southwest, 2005); and co-author of Desktop Database Marketing (NTC Business Books, 1997). Alan’s articles have been published in various magazines, including Target Marketing, DM News, and Catalog Age.

Alan has been a member of the Adjunct Faculty at UMKC (where he teaches marketing in the EMBA, graduate, and undergraduate programs) since 2006. He is occasionally an Adjunct Lecturer at Kansas University, where he has taught graduate courses in database marketing in the School of Journalism since 2006. He has trained direct marketers across North America and in The Netherlands, U.K., and South America.

Alan has spoken at many conferences, such as “CRM in 1 Day” in Ede, Netherlands and the IDM in Chicago. He has conducted sessions for The International Institute of Marketing Research, Henry Stewart Conference Studies, Total Technology Training, National Seminars, various regional Direct Marketing Associations and has lectured at NYU and CMSU.

Alan earned an M.B.A. from the Bloch School of Business at the UMKC, with an emphasis in Direct Marketing. He also earned a Professional Certificate in Nonprofit Fund Raising through the Midwest Center for Nonprofit Leadership at the Bloch School of Public Administration. Alan also holds a bachelor’s degree in Industrial Management from the Krannert School of Management at Purdue University.

Alan brings a thorough understanding of theory into practice. He has broad experience in database marketing, sales, and service, working in both large and small companies as well as for nonprofit organizations. Before founding the Data to Strategy Group, he was President of the Marketing Analytics Group, and was Vice President, Database Marketing for J. Schmid & Associates.