DMA: Data and Marketing Association
Consumer Help

Customer Insights Phase II: Leveraging Customer Insights to Create Growth

Contact us at 212-7908-1440 or DMAEducationInfo@thedma.org to bring this topic to you!


This advanced customer insights course work goes deeper into customer experience and moves from a campaign level to a strategic level beginning to address “real” business cases. The skills in Customer Insight I will be prerequisite for level two.


  • Deeper dive into journey mapping
  • Applying client/buyer experience insights
  • Online insights: DMPs, cookies
  • Strategic decision making: Moving from campaign level to higher (i.e. data to drive innovation or development
  • Insight driven content: Concept of “always on” content – defining and using
  • Legal/Privacy/Consent/Regulation
  • International
  • Activity: Current Issue Case Study (from each individual. attendee’s business to frame the full course)
  • Activity: Develop Persona’s and a Customer Journey Map for the Business (or unit)

Course Pricing

  • dollar Member - $999
  • dollar Non-Member - $1,699

Early Bird Discount! Register up to 8 weeks prior to the start date for 20% off the above rates. Price reflected at checkout.

See DMA Member Benefits »

About The Instructor

Matt Bailey
They all agree; Matt Bailey successfully dismantles the complexity of online marketing into practical, understandable concepts. ... Read More »

Course Duration

  • 2 Days
Course Objectives
  • Review the principles of Customer Insights
  • Expand capabilities to apply Customer Insights within the context of the organization
  • Advance personal skills related to Customer Insight and how your role can better benefit the team
  • Apply approaches to use of tools, techniques and data for the organization
  • Technology supplier questions
  • Conduct a workshop in development of Customer Insight techniques
  • Build actionable pro-forma personas and segments based on differentiated customer needs
  • Identify specific new data collection opportunities
  • Identify new approaches to customer loyalty and retention
  • Considering or advancing Membership loyalty programs
  • Organizational awareness, obstacles and opportunities plan development
  • Complete this course with identified opportunities that can be implemented within the organization

NOTE: 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.

Want to do even more with this topic? Join our Analytics Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
Learn More

Login To Your Account