DMA: Data and Marketing Association
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Course Details

Understanding Customer Insights

Customer Insights is a new discipline borne from access higher quality data at much faster speeds. Learn how to leverage insights beyond simple demographics and segments for a clearer picture of your customers and their attitudes, and the impact they have on your bottom line.

$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

Customer Insights is a new discipline borne from the ability to access better, higher quality data at much faster speeds. In Understanding Customer Insights, you will learn the trends that have brought us to customer insights, the definitions and the value of this approach, and how Customer Insights enables you to go beyond marketing to create a full customer view throughout the customer’s entire life cycle. Learn to target beyond simple demographics and segments to gain a clearer picture of customers and their attitudes on a significantly deeper level.


  • Macro trends defining the landscape
  • Data sources for customer insights
  • The financial impact of customer attitudes on your business
  • Customer value
  • Needs-based segments
  • Tools and metrics used in determining customer insights


Matt Bailey
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Section 1: What is Customer Insights from a Data-Driven Perspective?

  • Key macro trends defining the landscape
  • The ‘one-to-one’ imperative
  • Key definitions and terminology
  • Changing customer behavior, changing company behavior
  • An ‘end-to-end’ view
  • Identifying the insights you are looking to achieve in your business
  • Viewing the world from the customer’s perspective
  • Illustrative real world examples

Section 2: Building the Data Hierarchy for Customer Insights

  • What customer insights is, and what it is NOT
  • Data sources for customer insights
    • Market insights
      • The types of questions that market research answers and whether they are useful for customer insights
    • Customer segment research
      • Attitudes study with a specific group of customers
      • The role of customer journey mapping
    • Individual level customer data
  • Customer attitudes and their financial impact on your business
  • Benefits to developing a customer insights program
  • Illustrative real world examples

Section 3: Brand Value Attributes

  • The reasons customers do business with you
  • What makes up brand value
  • Customer value and the customer value skew
  • Identifying needs-based segments
    • Demographics and socio-graphics
    • Assessing differences in your customers and aligning those to your brand value
  • Mapping needs-based segments
    • Common needs
    • Shared needs
    • Segment needs
    • Individual needs
  • Key terms and tools for customer insights:
    • Customer portfolios
    • Loyalty
    • Net promoter score
    • Personas
    • The customer journey
    • Touchpoints & touchmaps

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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