Technology: The Tools to Access the Audience for CRM & Attribution

Do you know the tools required to accurately and effectively process data? Are you up-to-speed with effective data management processes? 

In this course, you will be guided through the essential requirements for an effective data strategy for customer engagement.  Join Dr. Don Hinman as he explains the tools of CRM, data warehouses, DMPs and how they differ, as well as the marketing cloud.  Issues such as audience member recognition, identity fragmentation, data onboarding and related practices will also be explained.

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.

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 technology: the tools to access the audience for CRM & Attribution.

Course Outline

Lesson 1: The Marketing Technology Ecosystem

• Mapping the Martech ecosystem
• Effective data management: Extract, Transform & Load
• Capturing & acquiring data
• Organizing data
• Data quality

Lesson 2: Entity Identification: CRM & DMP

• Types of entity identifiers
• Data match issues
• CRM – customer relationship management
• DMP – data management platforms

Lesson 3: Linking & Synching Data

• Audience member recognition
• Data onboarding

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