Advanced Database Marketing

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Advanced Database Marketing On-Demand     Register    

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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
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

Arthur Middleton Hughes

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Non-member – $219
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