Advanced Database Marketing

Course ID
Course Name
DMF1515Advanced Database MarketingOn-DemandRegister
  • Overview

    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

    Member – $189
    Non-member – $219


  • Download Outline
    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