Digital CRM & Customer Insights (Two Day Workshop)

Seats are limited and confirmation of attendance will be required in advance of the session. Please note that this workshop lasts two days


Understanding the Connections between Data, Customer Insights, and the Customer Journey
(Two-Day Workshop)

Data is the fuel that drives our marketing. Through data, we understand who our customers are, how to reach them and how to keep them. This workshop will cover the various types of data available, how to mine it for the best results across all platforms and channels, and how to apply this data to every point along the customer journey. The course will also cover defining and shaping your customer segments, and how to overcome roadblocks to success within your organization.

Who is this workshop for?

This workshop is for non-executive marketers who need a better understanding of how data and customer messaging are connected. This can include:

  • Database & CRM Marketers
  • Digital Marketing Specialists
  • Account Managers
  • Customer Experiences Marketers
  • Marketing Analysts

Download the full benefits here



  • Setting the Stage (15 min)
  • Data & the Digital CRM (Audience Management Landscape) (60 min)
  • Break (15 min)
  • Integrating the Data (60 min)
  • Importance of Data Quality (30 min)
  • Lunch (30 min)
  • Strategy: Segmentation & Targeting (60 min)
  • Proper Use of Data in Reach Audience (45 min)
  • Break (15 min)
  • Audience Management Technology (30 min)
  • Attribution & Analytics (30 min)
  • Channels & Emerging Technologies (85 min)
  • Day 1 Wrap Up (5 min)


  • Setting the Stage (Day 2) (15 min)
  • The Value of Customer Insights (CI) (75 min)
  • Break (15 min)
  • Customer Insights Tools (30 min)
  • Roadblocks to CI and How to Remove Them (30 min)
  • Multi-channel Marketing & CI Channels (30 min)
  • Lunch (45 min)
  • Lifetime Value and Net Promoter Score (45 min)
  • Segmentation, Portfolios, & Understanding Needs (75 min)
  • Break (15 min)
  • Customer Profiles & Journey Mapping (90 min)
  • Taking Action: Applications for Your Business (25 min)
  • Close (5 min)


Start: Wednesday, October 30, 2019 at 9:00am

End: Thursday, October 31, 2019 at 5:00pm


Reed Smith LLP
Three Logan Square
1717 Arch Street, Suite 3100
Philadelphia, PA 19103

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Digital CRM and Customer Insights Client-Side Tier $0 Platinum Tier $0 Gold Tier $799 Silver Tier $999 Individual $1,399 Nonmember N/A



Jerry Grossman

Jerry Grossman is the executive director of The Imaging Alliance and owner/editor of Digital Imaging Reporter. He began his marketing career working at renowned advertising agencies D'Arcy Masius Benton & Bowles (DMB&B), Ammirati & Puris and Scali, McCabe Sloves, on a both packaged goods and consumer electronics accounts, including Proctor and Gamble, Stanley Tools and Nikon.

Jerry joined Nikon as director of advertising in 1993 and held successive marketing positions including VP of internet development, and VP of marketing for all consumer products, where he was responsible for helping to bring Nikon from the analog to the digital world. He also spearheaded the creation of The Imaging Alliance, the first trade association in the imaging industry to include both manufacturers and retailers. The Imaging Alliance has welcomed 60 new members to their board association since 2017, where he serves as executive director.

Jerry earned a B.S. in marketing from SUNY Buffalo and an M.B.A. from Baruch College. He is currently an adjunct professor in the graduate program at St. Joseph’s College, teaching graduate courses in marketing concepts, and strategies and digital marketing.


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.