The Data-Driven Marketing Landscape | School of Marketing | ANA

The Data-Driven Marketing Landscape

What does it mean to be data-driven? Why is it important to be a data-driven marketer? As the marketing landscape continues to evolve, data tells us about our customers so that we can communicate with them at every touchpoint. As data-driven marketers, we must know the customer in context, be able to innovate and scale personally relevant experiences, and co-create authentic brand experiences with our customers, employees, and partners.

In this course, you will learn the essentials of data for marketing: What is it? Where does it come from? And what types of data are vital to achieving your marketing goals? You will also explore the evolution of the data-driven marketing landscape as well as the benefits and challenges of using data in marketing.

This course is part of a six-part series on “Using Data to Know Your Customer: CRM & Attribution” and can be taken either as a stand-alone course or as a part of the series. Powered by Marist. Powered by Marist.

Learning Experience

This is a video-based lecture format course with limited interactivity. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

    • All those interested in becoming more data-driven
    • Primary audience is junior- to middle-level marketers interested in learning the essentials of data-driven marketing as well as its benefits and challenges
    • Secondary audience is senior-level marketers looking for a refresher in data-driven marketing

Learning Objectives

  1. Understand data-driven marketing’s processes, benefits, and challenges
  2. Identify what marketing data is and where it comes from
  3. Differentiate between different kinds of marketing data

Find out what you will learn in this course in the video below.

Estimated Length of Completion

Approximately 65 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 redesigned on April 5, 2023.

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



Don Hinman

Founder, dhConsulting

Don Hinman is a data -driven marketing consultant. He helps marketers and others understand and utilize marketing data across multiple customer-centric channels. Don is often referred to as “Dr. Data” due to his experience and expertise across the industry in the creation and use of data in data marketing applications.

In the past two years, Don has provided consulting services for a number of organizations.

  • Development of materials and education courses in Data and Audience Management for the Data & Marketing Association (DMA).
  • Establishment of a Data Governance Process for a Services Provider supporting Small to Medium sized Financial Institutions.
  • Created a Chief Data Officer role as well as other data support activities for one of the top Marketing Services Provider.
  • Advised a major Investment Banker in the assessment of the competitive market position of a potential acquisition.
  • Provided Expert Witness advice in an alleged patent infringement case involving data marketing.
  • Provided Expert Witness advice for a Data Provider pursuing possible copyright infringement and unauthorized use of data.

His previous work experience includes:

  • Senior Vice President for Data Strategy for Epsilon Data Solutions (2007-2014). In this role, Don lead the data asset utilization functions for Epsilon’s data products. He previously served as SVP for Products for ICOM and Abacus.
  • Past Chair of the Direct Marketing Association’s Committee on Ethical Business Practices.
  • Former member of the Board of Trustees for Marketing Edge (f/k/a DMEF).
  • Honored with a Silver Apple Award from the Direct Marketing Club of New York (2013). He frequently speaks at conferences and seminars in direct marketing, CRM and database marketing industries.
  • Executive Vice President and Senior Principal for The Allant Group (2005-2007).
  • Group Leader for InfoBase Products at Acxiom Corporation (1994-2005). In that role, he led the product management of Acxiom’s data centric products, including InfoBase consumer and telephone enhancement, list products, and analytic and segmentation products. Don was also the Data Content Group Leader in the Data Division at the Acxiom Corporation.
  • Vice President and Performance Group Manager for National Demographics & Lifestyles Inc. (1984-1994) in Denver, CO, where he was responsible for Product Development, Management and improvement of direct marketing lists and segmentation/modeling services.

Don received his Ph.D. in Mass Communications from Bowling Green State University (Ohio) in 1979.