DMA: Data and Marketing Association
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Customer Insights: Understanding the Customer & Applying Insights

Developed by the expert who taught Google Analytics at Google. Go beyond raw marketing data to create and apply a multi-dimensional view of your customer and understand buyer propensity and behavior for improved product offerings.

$999 non-members $1,699

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Customer Insight is defined as the understanding and application of the “deep truth” about the customer. These insights are gleaned from customer behavior, experiences, beliefs, needs or wants and matched to product or service offering. Customer insights allow marketers to understand buyer propensity and behavior.

This course will cover the core areas of customer insight allowing attendees to go beyond raw data and research to know how to create and apply a multi-dimensional view of their customer. Included are strategies for understanding the full customer journey and begin to outline how to be actionable with customer insights.


  • Introduction to & the Value of Customer Insight
  • Roadblocks
  • Customer Database/Segmentation/Portfolios
  • Customer Value
  • Multichannel Marketing
  • Identifying Influencers
  • Building a Needs Based Customer Persona
  • Customer Loyalty and NPS
  • Understanding & Mapping the Customer Journey
  • Engagement/Analysis
  • Making Customer Insights Actionable


Matt Bailey
President SiteLogic Read Biography »
Jerry Grossman
Read Biography »

What You'll Learn

  • checkmark Become conversant on the foundation, landscape and application of Customer Insights.
  • checkmark Understand why Customer Insights is so valuable (and indispensable) to an organization/brand/service.
  • checkmark Learn tools and techniques to develop a new, more holistic view of customers.
  • checkmark Improve overall customer experience while driving higher revenue and profitability.

Welcome and Intro

  • Background
  • Definition of Customer Insights
  • What’s New?
  • Value of Customer Insights
  • Market Insights vs. Customer Insights
  • Study: Viacom/Scratch Disruption Index
  • Retail Shopping Survey: Customer Expectations
  • Where are Customer Insight created in your organization?
  • The Customer Experience
  • B2B vs. B2C CI
  • Financial Implications of CI
  • Customer Insights + Customer Experience = Excellence
  • Customer Insights as loyalty driver
  • Zappos Customer Experience Study

Terminology & Tools of Customer Insights (Loyalty, NPS, Profiles/Personas, Customer Journey, Touch Maps, etc.)

  • Brand Value Attributes
  • Brief B-V-A Exercise
  • Needs Based Segments
  • Metrics
  • +/- of Big Data

Roadblocks & Obstacles

  • 6 Roadblocks discussion
  • Checklists for Customer Insights Success
  • Small Group Activity: Roadblocks to Solutions
  • Roadmap to Building the Plan

Big Data

  • 360° Customer View
  • Types of Customer Data
  • Where and how is data captured?
  • Data Sources
  • Data Analysis
  • Data Management
  • Impact of poor quality data

Multichannel Insights

  • What the channels provide
  • Clickstream data
  • Cross Channel Attribution
  • Benefits of Cross Channel Marketing
  • Channels and Customer Insights (Social Media, Word of Mouth, etc.)
  • Maersk Shipping Case Study (B2B)

Technology for Insights

  • Brinkers Map
  • Data or Relationship?
  • Capture/Nurture Technology
  • Nonprofit Example
  • Data Tools & Service Providers

Lifetime Value & Loyalty

  • Customer Value Analysis & LTV
  • Quadrant Analysis
  • Loyalty & NPS/Satisfaction
  • Importance of loyalty
  • Net Promoter Score
  • Gladwell “Spaghetti Sauce” Video

Segmentation & Needs Framework

  • Defining Segmentation
  • Examples – Market, Needs-Based, Web Analytics, Search, etc.
  • Needs Clustering
  • Product-focused vs. Customer Needs focused
  • Travel Case Study
  • Small Group Activity – Needs/Features/Benefits
  • Differentiating Needs

Buyer Profiles/Personas

  • What/Why/Purpose?
  • Examples B2B, B2C
  • Format/Profile Elements
  • Mapping Profiles Across Customer Lifecycle
  • Small Group Exercise: Building a profile
  • Small Group Activity: Identify current marketing challenge, Define 2 key buyer profiles/personas, Select 5 channels appropriate to target, and develop 3 tactics per channel.

Journey Mapping

  • Define/Importance/Why?
  • Uber Example
  • Warby Parker Example
  • HBS: Car Rental Example
  • What makes a good Journey Map?
  • Approaches/ZMOT
  • Process & Application

Applying Customer Insights

  • Developing an Action Plan
  • Amazon Case Study: Impact of highly satisfied customers
  • Building a customer-centric culture
  • Customer Engagement/Leveraging Social Media & Mobile
  • Touch-mapping
  • Wrap-up

Outline is subject to change.

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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