DMA: Data and Marketing Association
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Course Details

Customer Segmentation

From the expert who taught Google Analytics at Google, learn the keys to identifying attitudes, values and lifestyles of your customers to ensure a seamless and winning customer messaging strategy.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

In this module, we will be discussing segmentation and customer data. People are producing about 2.5 quintillion bytes of online data every day. How can marketers harness this data to leverage personalized interactions with the customer, to the benefit of their brand? Learn how to leverage your data to better position your brand in front of the customer; how to optimize the customer experience in real time based on insights gained from your data; and how marketers can utilize the right tools to identify the attitudes, values and lifestyles of their customers and ensure that the resulting customer messaging is seamless.


  • Developing B2B and B2C buyer profiles / personas
  • Developing a needs-based framework
  • Dispelling common myths about the customer
  • How to use psychographics to identify customer attitudes, values and lifestyle
  • The lifestyle classification model


Matt Bailey
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Section 1: Customer Profiles and Personas

  • Top areas of increasing martech spend:
    • Customer profiles
    • Intelligent decisioning
    • Programmed interactions / marketing automation
  • The ‘fluid customer’
  • Developing buyer profiles / personas
    • Characteristics of customer profiles
    • Characteristics of B2B buyer profiles
    • Identifying appropriate marketing messages for both
    • Using customer profiles
    • Potential pitfalls to avoid
    • Customer profile data sources
  • Developing a needs framework

Section 2: Developing Needs-based Profiles / Segments

  • Understanding customer needs and how they impact the customer journey
  • Attributes of successful needs-based profiles
    • Case Study 1 – understanding highly-differentiating needs for customer profiles
  • Developing a needs-based framework
    • The attribution framework
    • Case Study 2 – Distilling profile segments based on differentiating values

Section 3: Psychographic Profiling

  • Dispelling customer myths
  • 5 principles of needs segmentation
  • Psychographics: going beyond demographics
    • Attitudes
    • Values
    • Lifestyle
    • Case Study 3 – identifying areas where customers highly differ
  • Developing your psychographic profiles:
    • Gathering the data
    • Lifestyle classification model
    • Case Study 4 – combining data, demographics and psychographics to influence marketing campaigns
    • Case Study 5 – developing new marketing campaigns based on identifying key customer insights

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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