Database Marketing
About Database Marketing
Database marketing is a type of direct marketing that creates individualized communications to advertise a product or service by leveraging databases of current or future consumers. Any addressable media, like direct marketing, can be used as a communication channel.
Database marketing has gained immense popularity across the globe resulting in huge demand for certified professionals.
Who should take the Database Marketing Exam?
- Those in Junior, middle, and senior marketer levels
- Managers
- Marketing Data Analyst
- Lead Analyst
- Marketing Campaign Analyst
- Business Analyst
Skills Required
- Marketing Fundamentals
- Database Management
- Data Analysis & Interpretation
- Segmentation & Targeting
- Marketing Automation & Personalization
- Compliance & Data Ethics
Course Outline
Module 1: Introduction to Database Marketing
- What is database marketing?
- Benefits of data-driven marketing
- Components: data collection, segmentation, targeting, and analytics
- Lifecycle marketing overview
Module 2: Customer Data Collection & Management
- Data sources: web forms, eCommerce, CRM, third-party tools
- Structuring a marketing database
- Data cleaning and normalization techniques
- Managing duplicates, opt-ins, and invalid records
Module 3: Data Segmentation Techniques
- Types of segmentation: demographic, geographic, behavioral, psychographic
- RFM (Recency, Frequency, Monetary) analysis
- Building dynamic segments
- Creating micro-segments for personalization
Module 4: Database Tools & Platforms
- Overview of tools like HubSpot, Mailchimp, Salesforce Marketing Cloud, Klaviyo
- Database schema and contact property configuration
- Creating and managing lists, workflows, and triggers
- Integrations with analytics and CRM tools
Module 5: Campaign Design & Personalization
- Creating personalized marketing messages
- Email/SMS design based on customer behavior
- Setting up autoresponders, drip campaigns, and re-engagement flows
- Dynamic content and personalization tokens
Module 6: Using SQL and Excel for Data Marketing
- Writing basic SQL queries for segmentation and reporting
- Using Excel for pivot tables, VLOOKUP, and campaign analysis
- Exporting and analyzing marketing performance data
Module 7: Campaign Testing & Optimization
- A/B testing and multivariate testing
- KPIs to measure campaign effectiveness: open rate, CTR, conversions
- Optimizing subject lines, send times, and audience targeting
- Using historical data to improve future campaigns
Module 8: Compliance & Data Privacy
- GDPR, CAN-SPAM, CASL overview
- Managing consent and unsubscribe options
- Data retention and permission-based marketing
- Handling sensitive customer information
Module 9: Analyzing Campaign Performance
- Tracking ROI and attribution
- Funnel metrics and customer journey tracking
- Cohort analysis and lifetime value estimation
- Dashboards and reporting templates
Module 10: Practice Exam & Capstone Assessment
- Section A: Multiple choice on terminology and concepts
- Section B: Scenario-based segmentation & targeting
- Section C: SQL/Excel-based data exercises
- Section D: Campaign analysis and performance interpretation
- Capstone Task: Build a mock database marketing campaign and report
Exam Format and Information
- Certification name – Certificate in Database Marketing
- Exam duration – 60 minutes
- Exam type - Multiple Choice Questions
- Eligibility / pre-requisite - None
- Exam language - English
- Exam format - Online
- Passing score - 25
- Exam Fees - INR 1199