NUMBERLY ACADEMY

Omnichannel & CRM Certificate

Essential information

FORMAT

100% remotely

DURATION

24 hours
5 half-days

PRICE

€2490 (excl. taxes)

The Omnichannel & CRM Certificate course program

1. The pillars and pitfalls of CRM in the omnichannel era

  • - The roots of customer orientation : Myopia Marketing, Relationship Marketing and Customer Centricity
  • - The pillars of customer relations : understanding and measuring customer satisfaction, loyalty and value
  • - Understanding and exploiting CRM metrics: NPS, CES, Churn, CLV
  • - Customer value management models: segmentation, scoring, value-based targeting
  • - 1st party data collection strategies
  • - Customer insight and knowledge approach
  • - Analysis of the structure and evolution of a client portfolio in connection with objectives

2. Design and lead an omnichannel relationship program

  • - Type of programs: relationship program, CRM program, loyalty program, ambassador program
  • - Design a differentiated activation plan by segment and by channel
  • - Lifecycle and automation: design triggers
  • - Materialize your program: card, kitty, interface, app
  • - Membership: which strategies?
  • - Earn/Burn, Rewards, Points, Status: arbitrate the mechanics of a program
  • - The fundamentals of Business Intelligence : Collection, Storage, Distribution and Use of data in CRM
  • - Impact Data: Database management and program technology stack

3. Orchestrating CRM and programmatic: exploiting the synergies offered by omnichannel

  • - Understanding the fundamentals and methods of people-based marketing
  • - Augmented CRM: Exploiting programmatic CRM opportunities
  • - Leveraging a Customer Data Platform: best practices and use cases
  • - Doing people-based without CDP: what possibilities?

4. Measuring the effectiveness of omnichannel CRM

  • - Managing customer value : the contribution of incrementality-based models
  • - Adopt a Test & Learn approach, how to optimize a CRM program
  • - Performing optimization tests (mechanical, impact forecasting)
  • - Measuring customer engagement : what approach?
  • - Risk analysis and modeling of program costs

5. Practice: preparation and presentation of a case study (optionnal)

  • - Onboarding stakeholders: customers, employees, partners
    • - Coaching based on a case study

The 4 key contributions of this course


Consolidate a CRM strategy that embraces all stakeholders in your organization


Be able to design and lead an omnichannel relational program


Leverage the opportunities of an "augmented CRM" thanks to programmatic in a people-based vision


Manage the effectiveness of a relational program according to defined objectives and adopt a test & learn approach to optimize it

The approach of the course

Flexible

A 100% remotely format
A 100% remote format for training without travelling

Rhythmic

Innovative teaching methods
Innovative pedagogy: numerous real-life use cases, live sessions with a Numberly expert on each topic, virtual meet-up, office hours with the speakers

Interactive

A limited number of participants
Optional: 2-hour individual coaching with Numberly experts on a business case proposed by a participant

This course is ideal for people with professional experience in marketing, within CRM, customer experience or customer service teams in B2C sectors (Retail, Services, FMCG), in particular, customer experience manager, head of customer service, CRM project manager, CRM manager, loyalty manager, CMO.

Yseulys Costes
Co-founder & CEO

Leverage data to make marketing actions more useful, relevant and targeted for consumers and more effective and measurable for brands and retailers.

From the academic world, passionate about Digital Marketing, member of the Board of Directors of Kering and Groupe SEB

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Skills: digital marketing and advertising, business strategy and e-commerce

Nicolas Filatieff
Managing Director

My vision of marketing is to take the best of research, psychology, and data science.

15 years of experience in Marketing, Sales and Strategy including more than 10 years at BNP Paribas Fortis, including as CMO

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Skills: business strategy, pricing, digital marketing and customer engagement

Thibaut Munier
Co-founder & COO

As Clive Humby said in 2006, "Data is the new oil". It is essential to learn collectively how to work with this data so that marketing is above all a facilitator for the consumer and a vector of efficiency for companies, regardless of their size or sector.

Recognized specialist in Relationship Marketing and Data Mining, frequent guest at academic and professional conferences

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Skills: marketing strategy, business intelligence, customer retention and satisfaction

Sandra de Brito da Costa
Executive Director

Personal and behavioral data is essential to appropriately activate all off and online marketing levers and thus create a privileged relationship between a brand and its consumer.

More than 15 years of specialized data expertise serving about fifty advertisers in the banking/insurance, retail and luxury sectors…

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Skills: Data Marketing strategy, DMP, RTB

Grégoire Bothorel
Head of Research

Dialogue between the business and academic worlds brings value to client strategies and gives meaning to digital marketing.

Over 10 years of experience in customer marketing. One foot in academia, one foot in business, after a PhD in Marketing. His research work has been published in Europe and the USA. Guest professor in schools and universities (Dauphine, EM Lyon, IAE Lyon...)

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Skills: relationship marketing, omnichannel strategy, insight & analytics

Catherine Marion
Content Marketing and Communication Manager

Putting content, data and innovation at the service of customer relations

More than 10 years of marketing expertise in various sectors (especially banking and retail)

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Skills: CRM, Data Marketing, Customers engagement and retention

Dorothée Lacroix
International Managing Director

Passionate about digital marketing, I enjoy creating and implementing omnichannel strategies in dynamic competitive environments.

More than 15 years of experience in Marketing, Sales and Strategy at international level (focus on Europe, Middle East)

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Skills: Business strategy, data marketing, customer engagement, and e-commerce

Philippe Delieuvin
DPO

Good data governance (transparency, security, simplicity...) is a major determinant of people's trust. And there is no sustainable market without trust.

23 years of experience, first in audit, then in banking. Data Protection Correspondent at Numberly since 2008, then DPO since 2018

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Skills: Data processing compliance, GDPR, cookie policy

Julien Beytout
Product Strategy Director

More than ever, mastering prospect/customer data is at the heart of value creation strategies for brands. Knowing your prospects/customers, anticipating their needs, finding the best conversion levers and reinforcing loyalty are the crucial challenges we face every day alongside our clients.

15 years of experience in Marketing Acquisition, Ecommerce, Loyalty and Customer Lifetime Value development

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Skills: strategy, consulting, ROI management, data marketing, media sector

Salomé Muqtadir
UX Design Lead

I'm passionate about putting the user experience at the center of my thinking, for an ever more relevant marketing.

Graduate of the Visual Communication School. More than 5 years of experience in designing end-user centric experiences that primarily address customer acquisition, conversion or retention objectives.

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Skills: UX/UI, HTML, CSS, JavaScript, Adobe Creative Suite, visual identity, creative direction.

Christophe Le Courtois
Mobile Marketing Director

Mobile has been a boost in the digital transformation: It has led to the emergence of new behaviors among consumers for whom it became vital, it has pushed companies to challenge their methodologies but also their business model… We are now in the Mobile First era and this is a marketing paradigm shift.

20 years of digital experience including 15 years dedicated to Mobile Marketing

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Skills: Marketing strategy, omnichannel UX, mobile ecosystem

Margot Rivière
Marketing Executive

More than ever, generating customer engagement has become key for brands. Data marketing provides us huge opportunities to create a more relevant and individualized dialogue to achieve it.

More than 8 years of experience in marketing strategy and CRM, serving clients from various sectors, to help them meet their collection and retention challenges

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Skills: acquisition and retention strategies, data marketing, CRM

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