You will learn to:

  • Understand how customer insight can increase value for both your business and your customers
  • Identify and understand the sources of insight and how it delivers competitive advantage
  • Plan the development of customer insight for your business, aligned with marketing strategy
  • Translate insight into specific, value-creating marketing actions
  • Use improved insight to measure your marketing success

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
27/06/19 London (W1W 8SS) £510.00 £599.00 26
24/09/19 London (W1W 8SS) £510.00 £599.00 25

Course Information

Programme

The meaning of insight and its relationship with business success

  • The evolution of marketing and how insight needs to move with it
  • The influence of digital on data (quality, quantity, speed etc.)
  • The influence of digital on marketing decisions (product, price, channel, communication etc.)
  • Relationship between insight and knowledge management

What customer insight covers

  • How many users and customers have you got? What is their value? What services/product do they buy/use?
  • Where do they come from? What is their journey like? What causes them to come, or to leave? How often do they come into contact with you? With your competitors? When do they get in touch?
  • Who are they? What is their history of interactions with you? From which devices/sites/apps? Is there a pattern? How do they compare with other users? What is their attitude towards your channels and brands?

Developing customer insight

  • The main sources of offline insight - CRM, brand, product, channel analytics, research
  • Sources of online insight - web and app data and its analysis; social insight
  • Insight from partnerships - distributors, aggregators and affiliates
  • How analysis turns data into insight, and how this varies on and offline; how to create combined insight
  • Integrating multichannel data to produce a picture of multichannel journeys

Applications of customer insight

  • Planning
  • Managing and optimising the online/offline marketing mix
  • Using insight for testing

Planning and managing your insight capability and activity

  • The stages of development of insight - a maturity model
  • The diffusion cycle for analytical and insight innovations
  • Identifying where you are and where you need to be and prioritising the development of insight
  • Developing a feasible, cost-effective, innovative, future-proof competitive plan
  • Processes for managing customer insight - day to day and strategically
  • Governance and data quality management


Technology

  • Main types of solution in data management and analytics
  • Integrating solutions
  • Outsourcing

Next steps

  • Where are you now?
  • What are your priorities?
  • How to meet them

Who Should Attend

This course is designed for marketers or managers with responsibility for developing and implementing a customer insight strategy.

Enrol onto ‘Customer Insight’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Tutor

Jocelyn Cripps

Joss Cripps is a subscription and membership-marketing consultant with over 20 years’ spent acquiring and retaining customers in the media, e-commerce and not for profit sectors.

An experienced marketer, Joss has worked on both the agency and client-side with media owners such as Amazon, the Financial Times (FT), News UK and Sky.

In 2006 she re-located from London to Hong Kong to take up the role of Asia-Pacific Regional Marketing Director for the FT. Six years later she moved again, this time to New York as EVP, Global Marketing for the FT managing the sales and marketing teams responsible for print and digital subscription revenues. Returning to the UK in 2015, she joined Amazon to manage the company's 'subscribe & save product' - a pan EU subscriber loyalty program.

After a couple of decades spent working for large multi-national companies, she took the plunge and established Count Marketing - a consultancy business focused on helping organisations optimise their subscription and membership marketing initiatives.

Venue

London (W1W 8SS)

Testimonials

If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet
Matrix

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

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Data Services Manager, CDS Global

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