Segmentation: Understand & Target

Omnichannel marketing allows a marketer to target an individual each time they cross a particular touch point with your company. But do you know how to target each customer uniquely with each approach?

Marketing must be all about the customer. And by segmenting your audience, dividing your customers by their similarities in order to market or deliver products and services to their differences, you will identify which customers to serve and how to serve them where. Join Dr. Don Hinman as he explains the different tools and approaches to support your segmentation efforts resulting in an effective marketing strategy and overall customer experience.

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 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 understanding data to understand the customer.

Course Outline

Lesson 1: What is Segmentation & Why Is It Necessary?

    • What is segmentation?
    • Why segment?
    • How to segment

Lesson 2: Approaches to Targeting Your Customers

    • Descriptive vs. predictive modeling
    • Response/behavior model vs. customer look-alike model
    • What a model looks like
    • Identifying your best target audience
    • Reducing attrition & improving retention

Lesson 3: Measurement & Attribution

    • Defining attribution
    • Attribution methods
    • Measurement approaches
    • Attribution through onboarding
    • Case study

Estimated Length of Completion

Approximately 55 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
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember N/A

Instructors

trainer

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.