Data and CRM Planning

Based on the CRM strategy, CRM planning translates the strategy from an overview of how content channels and consumers drive business outcomes, into a series of operational plans that can drive the day to day execution, planning and management of engagement with customers. A detailed CRM plan ensures that the use of digital channels to engage is continually aligned and realigned with business objectives and building, over time, a detailed understanding of how content and channels drive business outcomes.

Data planning is the process of understanding what data is required in order to optimise customer interactions and how that data can best be used to drive business outcomes. Data planning encompasses not only explicit data captured directly from customers ie name email address etc, but also implicit data that allows us to understand more about their online behaviour (site path behaviour, email open rates, content usage etc.) Part of the data plan is mapping out what data is mandatory and what is optional and what data points need to be collected, at which times, in specific channels. A comprehensive data plan ensures that a business builds up a detailed understanding of its customers and their interaction points allowing for significantly improved communications planning, detailed personalisation of offers and content, and over time, significantly improved business outcomes.


The process of putting together data and CRM plans starts with a detailed analysis of the customer journeys and digital channel plans and identifies all possible points of interaction, the data required to make that data meaningful, its potential value to the business and the technological complexity of implementing it.

This provides us with both a detailed data schema for customers as well as technology channels and content requirements for creating the CRM plan. These channel requirements are then mapped out in far more detail to develop a communications cadence for different stages of the consumer journey. An example would be a detailed welcome strategy by email, a reactivation strategy for lapsed customers, etc. Triggers and key data attribute points are also identified to allow for marketing automation where it makes sense.

Case Study

The Northern Sydney Institute: Implementation planning for the Northern Sydney Institute, part of TAFE NSW

The Northern Sydney Institute, part of TAFE NSW, is one of Australia’s leading providers of vocational training and tertiary education. They offer an extensive range of TAFE courses, higher education degrees, university pathway programs and short courses to suit all walks of life.

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Data and CRM Planning

Australian Institute of Management: Strategy Development

The Australian Institute of Management (AIM) is Australia’s largest management organisation and delivers a range of services to both it’s members and the broader Australian management community. These include running a range of training courses, events and conferences for both members and non-members, a library and bookshop (both online and offline), and specific services for members. 

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Data and CRM Planning

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