Database Marketing

Course IDCourse NameTypeRegister
DMF0915Database MarketingOn-DemandRegister
  • Overview

    This course will review the key strategies and principles of database marketing. You’ll receive detailed instruction on how to use database marketing techniques to identify, segment, and target an audience. You’ll also develop a database strategy to reach your intended audience and meet your short- and long-term marketing goals.


    • Marketing strategy: what it is and how it works
    • Designing a customer retention program
    • Customer lifetime value calculation and use

    Approximately 90 minutes – self paced

    Member – $189
    Non-member – $219


  • Download Outline

    Marketing Strategy

    • Where is the data?
    • Overcoming the pitfalls in database marketing
      • No one understands the customer because no one has all the information
      • Lack of a database marketing strategy
      • Using the database to provide discounts instead of loyalty
      • Insufficient budget for building loyalty
      • Lack of forceful leadership
      • Building a marketing database in-house

    The Customer Retention Program

    • Why customer retention is important
    • Methods of retention
      • Recruit the right customers to start with
      • Communicate with and reward them
      • Sell them a second product

    Lifetime Value

    • Calculating new present value and lifetime value
    • Lifetime value in your database