DMA: Data and Marketing Association
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Course Details

Implementing Customer Insights

Customer Insights is a customer-first mentality, supported by data, and connected to a financial result. From the expert who taught Google Analytics at Google, learn how you can effectively implement this practice at your organization.

$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

Building on the preceding courses in this series , expert Matt Bailey discusses how company culture is the most important factor in the success or failure of a customer insights program. Customer insights is based on a customer-first mentality, supported by the data, and connected to an important business financial result. Steps you can take to change the culture in your own company and issues to consider when selecting a technology partner to implement customer insights – as well as examples of how other companies changed their culture based on customer insights – will all be discussed.


  • The 5 “moments of truth” in the customer journey
  • Using customer insights to influence a 360 degree marketing plan
  • Selecting a technology partner
  • Building your RFP
  • Changing the company culture


Matt Bailey
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Section 1: Culture

  • The customer journey: Moments of truth and the “zero moment of truth” (ZMOT)
  • Assessment of customer personas as they move through the customer journey
  • Case Study 1 – putting the customer first

Section 2: Changing the Company Culture

  • Case Study 2 – Using insights to influence a 360 degree marketing plan
    • TV advertising & custom content
    • Direct mail
    • Email
    • Digital advertising & Paid search

Section 3: Taking Action

  • Selecting a technology partner
    • Business case
    • Questions to ask
    • Building an RFP
  • Barriers to customer insights
  • Case Study 3 – how one company turned insights from web traffic data into a 35% increase in web subscribers
  • Developing your own action plan

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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