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.

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

    • Where is the data?
    • Overcoming the pitfalls in database marketing    
    • Eliminate silos: build a central marketing database
    • Lack of a database marketing strategy
    • Using the database to provide discounts instead of loyalty
    • Not investing in both building AND maintaining loyalty
    • Silos & lack of leadership support
    • Thinking you can build it on your own – marketing databases are not equal to IT databases
    • Database “checkup” rules for success

Lesson 2: Customer Retention

    • Why is Customer Retention Important?
    • Methods of Retention

Lesson 3: Metrics for Measuring Database Marketing Success

    • Calculating Simple Break-Even
    • Calculating P&L (Profit and Loss)
    • Calculating Lifetime Value
    • Use lifetime value to get budget approval

Estimated Length of Completion:

Approximately 55 minutes

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 $149 Nonmember N/A



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, UK, 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 MBA 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 non-profit 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.