Customer Insight | Training Course | IDM
  • You will learn to
  • Details
  • Course availability

You will learn to:

Course Categories: Customer Engagement, Data & Analytics

  • 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

See below for further course details and full programme information.


1 day (7 CPD hours)

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Location Member Non-Member Places Left  
10/07/24 Virtual classroom £400.00 £450.00 15 More info
Book Until
9 Jul 24
14/01/25 Virtual classroom £400.00 £450.00 15 More info
Book Until
13 Jan 25

NB: Prices above subject to VAT

Course Information

Why customer insight is important

  • How customer insight can benefit your business
  • Economics of customer insight

Sources of customer insight

  • What your data is telling you
  • How to turn data into insight

The customer insight process

  • The different customer insight tools
  • How to best present customer insight

Profiling and segmentation

  • How profiling, segmentation and targeting fit together
  • How to tune segmentation to your business

Customer insight for customer acquisition

  • How to use customer journey analysis to improve your user experience
  • How to use customer insight to improve your campaign planning

Customer insight for customer retention

  • How to use customer lifetime value to improve customer retention
  • How to benefit from AI machine learning and predictive analytics


  • The marketing technology landscape
  • How to build a single customer view

Managing customer insight

  • The stages of development of customer insight - a maturity model
  • How to brief and manage data analysts

Workshop on how to apply the day's learnings

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

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.

Mark Patron M IDM

Mark Patron M IDM is a digital marketing consultant and non-exec director. He has worked in data driven marketing for 30 years. Previously as CEO he grew RedEye to be one of the top two UK based email marketing automation businesses. Mark has been a director of over 50 UK, Continental and US data driven marketing companies. He was a co-founder of Transactis. Mark was part of the management team that developed the revenues of VNU's marketing information business, now called Nielsen market research, from $150 million in 1994 to $2.5 billion by 2001. He co- founded and was Chairman of Abacus Europe. Over 14 years, mostly as MD, he built Claritas UK, now part of Acxiom, to £30 million revenues. Mark was voted one of UK's 15 most influential direct marketers by readers of Precision Marketing magazine.

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

Well structured, engaging and excellently presented course!

Rob Goad
Porsche Cars Great Britain

I really liked getting ideas from other people on the course. It was presented at a great pace and not rushed.

Interactive - mixture of theory and discussion. Case studies - applying theory to real life examples.

I enjoyed learning more about various sources of insight and the opportunity to learn from colleagues from other businesses.

A good starting point for thinking about how to use data in a meaningful way to drive customers down the audience funnel

Emma Bartovsky
IOP Publishing

The Customer Insight course provides you with an opportunity to understand data, research and insights. How this can be applied to your business against the customers needs and frustrations, turning insight into value add.

James Ellis

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Get in touch...