CRM Marketing Course

Lesson 1 • Customer Data as a Strategic Asset

Explains how customer data drives personalisation and decisions. Connects data quality to measurable business outcomes.

Lesson 2 • The Business Case for CRM

Quantifies CRM's impact on retention, revenue, and cost. Equips students to justify CRM investment to stakeholders.

Lesson 3 • CRM Systems and Platform Overview

Surveys CRM platform categories and core features. Prepares students to evaluate tools against business needs.

Lesson 1 • Database Architecture for Marketers

Introduces relational data concepts and contact record structure. Enables marketers to work effectively with technical teams.

Lesson 2 • Data Enrichment Strategies

Explains how to append and enhance existing records with additional attributes. Improves segmentation depth and personalisation capability.

Lesson 3 • Data Collection Methods and Sources

Covers channels and tactics for capturing customer data. Establishes the input layer that feeds all CRM activities.

Lesson 4 • Data Hygiene and Deduplication

Teaches processes for cleaning, standardising, and deduplicating records. Directly improves deliverability and segmentation accuracy.

Lesson 1 • RFM Analysis and Scoring

Teaches recency, frequency, and monetary scoring to rank customer value. Directly enables prioritisation of high-value segments.

Lesson 2 • Segmentation Fundamentals

Introduces segmentation logic, criteria types, and business rationale. Provides the conceptual base for all advanced segmentation methods.

Lesson 3 • Segmentation Testing and Validation

Establishes methods to verify segment quality and business impact. Ensures segmentation decisions are evidence-based and continuously improved.

Lesson 4 • Dynamic and Predictive Segmentation

Covers real-time and model-driven segmentation approaches. Advances students beyond static lists to adaptive audience management.

Lesson 1 • Email Strategy and Planning

Defines email programme goals, cadence, and audience alignment. Sets the strategic foundation before any campaign is built.

Lesson 2 • Deliverability and Inbox Placement

Explains sender reputation, authentication protocols, and list health factors. Protects programme performance by ensuring emails reach the inbox.

Lesson 3 • Email Analytics and Optimisation

Covers open rates, click rates, conversion tracking, and A/B testing. Closes the loop between execution and continuous improvement.

Lesson 4 • Personalisation and Dynamic Content

Teaches merge tags, conditional content blocks, and data-driven personalisation. Directly increases relevance and engagement rates.

Lesson 1 • Automation Concepts and Architecture

Introduces triggers, conditions, and actions as the building blocks of automation. Establishes the logic framework used throughout the chapter.

Lesson 2 • Welcome and Onboarding Sequences

Covers designing first-impression workflows that activate new contacts. Demonstrates automation's direct impact on early engagement.

Lesson 3 • Automation Governance and Maintenance

Establishes practices for auditing, updating, and documenting workflows. Prevents automation debt and ensures long-term programme reliability.

Lesson 4 • Lead Nurture Workflows

Teaches multi-touch nurture sequences aligned to buyer journey stages. Builds pipeline by moving prospects toward purchase readiness.

Lesson 1 • Building a Scoring Model

Walks through criteria selection, weighting, and model construction. Produces a functional scoring framework ready for deployment.

Lesson 2 • Lead Scoring Fundamentals

Defines scoring logic, point assignment, and threshold setting. Provides the conceptual base before building any scoring model.

Lesson 3 • Marketing and Sales Handoff

Covers MQL and SQL definitions, handoff protocols, and SLA agreements. Ensures qualified leads reach sales at the right moment.

Lesson 4 • CRM and Sales Pipeline Integration

Explains how CRM data flows into sales pipeline stages and deal tracking. Bridges marketing activity to revenue outcomes.

Lesson 1 • Retention Campaign Design

Teaches win-back, re-engagement, and loyalty reinforcement campaign structures. Directly reduces churn through targeted outreach.

Lesson 2 • Post-Purchase Experience Optimisation

Covers onboarding, satisfaction surveys, and upsell sequences after purchase. Strengthens retention by maximising early post-sale value.

Lesson 3 • Loyalty Programme Mechanics

Explains points, tiers, rewards, and referral structures within loyalty programmes. Connects programme design to customer lifetime value growth.

Lesson 4 • Measuring Retention Programme ROI

Establishes KPIs and attribution models for retention initiatives. Proves programme value and guides resource allocation decisions.

Lesson 1 • Predictive Analytics and Forecasting

Introduces predictive models for revenue forecasting and customer behaviour. Elevates CRM analytics from descriptive to forward-looking strategy.

Lesson 2 • Campaign Performance Analysis

Covers multi-channel campaign measurement, attribution, and comparison. Connects execution data to strategic optimisation decisions.

Lesson 3 • Dashboard Design for Stakeholders

Covers audience-specific dashboard design, KPI selection, and data visualisation. Ensures insights are communicated clearly to decision-makers.

Lesson 4 • CRM Reporting Fundamentals

Introduces standard CRM reports, data views, and metric hierarchies. Establishes the reporting baseline before advanced analysis.