30/1/26 - Digital CRM

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