Description

The customer database is a key element of a company's marketing strategy. This training will teach you how to effectively exploit your database for more efficient campaigns and increased profitability.

Who is this training for ?

For whom ?

Marketing manager, direct marketing, customer marketing, relationship marketing, digital marketing. Database manager.

Prerequisites

• None.

Training objectives

• Optimize the management and control of your database.
• Use the different types of segmentation, scoring and data mining processing.

Training program

• Integrate data into customer marketing
  • Transactional marketing vs relationship marketing.
  • Performance levers.
  • The key areas for exploiting customer data.
  • The fundamentals of big data.
• Master the ingredients of data marketing
  • Data architectures.
  • From the CRM tool to the CRM tool 0.
  • Issues and contributions of the RCU (single customer repository).
  • How to enter a smart data process.
  • Data typologies.
• Use your database effectively
  • Cleaning the data set.
  • Deduplication and deduplication.
  • The contributions of the different segmentation and scoring logics.
  • The foundations datamining.
  • The keys to enriching the database.
• Capitalize on data to develop customer value
  • Lifetime value, acquisition, animation and engagement.
  • Exploitation of data within the customer journey.
  • The different types of triggers.
  • The new drivers of personalization.
  • Measuring and managing campaign performance.