Understanding Data to Understand the Customer

In this CRM and Attribution course, “Understanding Data to Understand the Customer,” you will learn what it takes to make data useful, dig deep into the data, how to source it, and why it is so critical to marketing.  Expert Don Hinman will walk you through the different types of data employed for marketing, and review the best practices for handling data – including how to capture and acquire data, organize and clean data, and what every marketer needs to know for effective data strategy.

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 understanding data to understand the customer.

Course Outline

Lesson 1: Making Data Useful: Definitions, Sources, and Types of Marketing Data

• Definition of data
• Types of marketing data
• Data sources
• Data Categories

Lesson 2: The Challenges of Big Data

• Using different sources and types of data
• What is big data?
• The 4 V’s of big data
• Co-op databases & suppliers

Lesson 3: Data Management & Quality

• The 4 tenants of data management
• Data silos
• Capturing & acquiring data
• Organizing data
• Data quality
• Data cleansing
• Data assessment
• Data strategy

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