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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

Course availability 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 10+

NB: Prices above subject to VAT.

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.

tutors

Alistair Buckle

Alistair Buckle has a background in international multi-channel marketing over 30 years across many categories including travel, retail, automotive, transport and financial services. He has a track record of working at Board level to help organisations such as easyJet, Go Ahead Rail, Heathrow and Renault adapt and grow by putting the customer (and their data) at the heart of all decision making. He now runs his own digital marketing & training consultancy specialising in CRM, data and customer insight, helping businesses improve their digital strategies & capabilities across all areas.

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,
Matrix

This is one of the best online courses I have ever taken, simply for its practicality – its down to earth and plain English style really helps understanding and I know that I will be able to translate the majority of this understanding into my everyday work...

Louise Delaney Award DDM,
Senior Marketing Executive, (Universities) ICAEW

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