Customer Insight Tools and Techniques

Benefits to you and your employer

Benefits to your employer:

By the end of this one-day workshop you will have learned how to:

• Identify
• Collect
• Analyse
• Apply different types of customer insights that can improve every aspect of your sales and marketing activities
• Use this knowledge to improve your ROI

Benefits to you:

You will learn the skills to apply customer insight for profit for years to come.

A series of practical exercises will consolidate this knowledge and help you put the theory in to practice.

Who should attend:

The Customer Insight Tools and Technique course is designed for those responsible for the implementation of customer insight strategies.

Marketers or managers wishing to gain a greater understanding of the principles behind effective customer insights would also benefit from this course.

This will include:

• Marketing analysts
• Data analysts
• Database managers
• Data planners
• Account managers

Previous delegates include:

• Graduate Data Planner (Wunderman)
• Planning Director (Zenith Optimedia)
• Customer Insight Coordinator (Maritime & Coastguard Agency)
• Analyst (Royal Bank of Scotland Group)

Programme outline

The Customer Insight Tools and Techniques course is an extremely thorough and highly practical one-day workshop.

It will give you the ability to achieve greater results for your marketing and sales spend.

Here is the outline programme for this course:

What is insight?

• Defining ‘insight’
• The building blocks of insight
• Understanding the value of insight

How do we get to insight?

• Getting to the right data
• Identifying sources of data
• The ‘what’ and the ‘why’ – a game of 2 brains
• A framework for connection

Turn data into understanding and insight

• Mapping your customer knowledge
• Digging deeper to understand ‘why’
• Identifying the insight
• Making insight stick

Tools and Techniques

• Database enhancement – where are the gaps?
• Defining a data strategy
• Examining software tools available for insight and their merits
• Customer profiling and mapping – independent look at products available
• Why and how to measure customer retention
• Customer segmentation – why segment and how to carry it out

Measurement and Reporting

• How best to put together a dashboard report
• NPS: an easy to implement loyalty measure
• Stakeholder communication – tailoring your insight to different audiences

Training course tutors

Alan Tomlinson is a Managing Partner at Datalytics, a company that specialises in customer management using data and insight. Alan has over 15 years’ experience as a marketing analyst having previously worked at Claritas and Wunderman before co-founding Datalytics in 2003. Alan has helped lead and deliver many insight projects using transactional and demographic data across a number of markets in both B2B and B2C, with a strong focus on subscription based marketing.

Debbie Huntley is a Senior Planner at InsightOut Consulting. She has:

• 10 years experience in consumer insight and marketing research.
• Led Insight Team at the media agency MediaCom with experience of leading insight for a variety of clients
• Extensive knowledge of research techniques from both client consultancy and agency experience

Delegate testimonials

"A really enjoyable day, well managed and just the right content."

Will Skinner, Customer Insight Analyst, The Mileage Company

"I now have greater knowledge of consumer insight which will help me to work closer with this department. hopefully this will result in bigger and better innovations."

Gayle Wheeler, Senior Product Development Technologist, H J Heinz

"Good overview as to the basics of customer insight, and how to use it to better affect. Very good."

Dan Slater, Analysis & Campaign Manager, Argos Ltd

"The course gave me the necessary information and background to enable me to improve and develop my customer insight team."

John Minton, Head of Employer Communications & Campaigns, Skills Funding Agency