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.
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 $99 | Nonmember $99 | |||
Instructors
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.