Description
A self-paced course on turning scattered customer data into a governed, usable foundation for marketing, product and service teams. Six modules cover building a data strategy around business use cases, selecting and scoping a customer data platform, designing the event and identity model, connecting sources and handling consent, activating audiences in downstream tools, and running governance and measurement once the platform is live.
Written for marketing technologists, analytics leads, data engineers and product managers who are asked to own customer data across a business. Tech Skills Library is independent and issues no certification, credential or licence.
What is included
Self-paced online course with 6 modules and 18 lessons, lifetime access to the course content, and a Certificate of Completion badge when every lesson is marked complete.
Curriculum
Module One — Building a Customer Data Strategy
- Starting the Data Strategy From Use Cases
- Auditing the Customer Data You Already Hold
- Making the Business Case for a Data Platform
Module Two — Selecting and Scoping a CDP
- What a Customer Data Platform Does and Does Not Do
- Running a CDP Vendor Evaluation
- Scoping the First Release of the Platform
Module Three — Event and Identity Model Design
- Designing a Tracking Plan for Customer Events
- Identity Resolution Rules and Their Consequences
- Profile Attributes and Computed Traits
Module Four — Source Integration and Consent
- Connecting Web and Mobile Sources Reliably
- Bringing in CRM and Transactional Systems
- Consent Management Inside the Data Pipeline
Module Five — Activation and Downstream Use
- Building Audiences That Match the Use Case
- Syncing Audiences to Advertising and Messaging Tools
- Personalisation Through Product and Service Channels
Module Six — Governance and Measurement
- Operating Model for the Customer Data Platform
- Monitoring Data Quality After Go-Live
- Proving the Value of the Data Programme
One-time purchase. Education and skill-building only; completion does not guarantee a job, promotion, security clearance or clearance eligibility, and no certification, credential or licence is issued.
