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)

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Course availability

Start Location Member Non-Member Places Left  
12/07/23 Virtual classroom £400.00 £450.00 14 More info
Book Until
11 Jul 23
16/01/24 Virtual classroom £400.00 £450.00 15 More info
Book Until
15 Jan 24

NB: Prices above subject to VAT

Course Information

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


  • 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

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.

London (W1W 8SS)

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

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