Customer Insights Phase II: Leveraging Customer Insights to Create Growth Seminar

Presented by The Data & Marketing Association

Direct Marketing Association Seminars

This advanced customer insights course work goes deeper into customer experience and moves from a campaign level to a strategic level beginning to address "real" business cases.

Course Description

This advanced customer insights course work goes deeper into customer experience and moves from a campaign level to a strategic level beginning to address “real” business cases. The skills in Customer Insight I will be prerequisite for level two.

Course Topics

Deeper dive into journey mapping
Applying client/buyer experience insights
Online insights: DMPs, cookies
Strategic decision making: Moving from campaign level to higher (i.e. data to drive innovation or development
Insight driven content: Concept of “always on” content – defining and using
Legal/Privacy/Consent/Regulation
International
Activity: Current Issue Case Study (from each individual. attendee’s business to frame the full course)
Activity: Develop Persona’s and a Customer Journey Map for the Business (or unit)

Course Objectives

Review the principles of Customer Insights
Expand capabilities to apply Customer Insights within the context of the organization
Advance personal skills related to Customer Insight and how your role can better benefit the team
Apply approaches to use of tools, techniques and data for the organization
Technology supplier questions
Conduct a workshop in development of Customer Insight techniques
Build actionable pro-forma personas and segments based on differentiated customer needs
Identify specific new data collection opportunities
Identify new approaches to customer loyalty and retention
Considering or advancing Membership loyalty programs
Organizational awareness, obstacles and opportunities plan development
Complete this course with identified opportunities that can be implemented within the organization

NOTE: Outline is subject to change

More Seminar Information

The Data & Marketing Association
Summary	This advanced customer insights course work goes deeper into customer experience and moves from a campaign level to a strategic level beginning to address "real" business cases.
Delivery Method	Seminar
Who Should Attend	Marketing Professionals of any kind