Advanced Database Marketing

Course Name Type Register
Advanced Database Marketing On-Demand     Register    

Contact us to bring this topic on-site to your location!



This course takes a deeper dive into the key principles of database marketing including: customer lifetime value, predictive modeling, customer segmentation, RFM segmentation (recency, frequency, monetary), database appending, and tests and controls. You'll get detailed instruction on effective use of database marketing in order to identify, profile, segment, target, and talk to your ideal audience.


  • Recency, Frequency, Monetary (RFM) analysis
  • Statistical modeling
  • Direct Marketing testing

Approximately 90 minutes - self paced

RFM Analysis

  • How to Compute RFM (Recency, Frequency,Monetary) Analysis
  • When to Use RFM
  • RFM Code Construction
  • Nths
  • Break-even Response Rates
  • Optimum Test Size

Statistical Modeling

  • Steps to Begin Modeling
  • Modeling Using CHAID (Chi-square Automatic Interaction Detection)
  • Descriptive Modeling
  • Collaborative Filtering
  • Prizm Clarista Clusters

Direct Marketing Testing

  • Importance of Testing, Try to Beat Yesterday
  • A/B Splits
  • Half Life
  • How to Set Up Test Groups
  • Audience Analysis Tests
  • Testing Email Frequency
  • Testing Pitfalls
Arthur Middleton Hughes

Check out some of our other instructors

Member – $189
Non-member – $219

Check out the other benefits of being a DMA Member
Related Courses
Database Marketing
Comprehensive CRM & Database Marketing
Hands-on Predictive Analytics for Marketers