Digital CRM

Make the most of digital CRM to deliver better results. You'll learn how to manage relationships with customers and build stronger communications. Improve your CRM campaign planning and understand key performance metrics. Gain the confidence to integrate your marketing activities effectively.

You Will Learn To:

• Effectively manage relationships with customers and communicate with them on an individual basis to establish, develop and maintain a successful relationship - including using behavioural and purchase data to inform your strategy and personalise campaigns
• Plan strategic online CRM programmes with an understanding of eCRM key performance metrics
• Common features of ESPs and marketing automation platforms and how to choose the best one to suit your needs
• The technical aspects of marketing automation including behavioural targeting
• Create a practical, actionable customer touchpoint plan (or 'customer journey')
• Execute your campaign with robust rollout and testing strategies (including multivariate testing)
• Make the most of online CRM as a way to integrate marketing activities