Customer Insights Phase II: Leveraging Customer Insights to Create Growth
The Data & Marketing Association

Delivery Method

Seminar

Target Audience
Marketing Professionals of any kind

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.

Description/Agenda

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

All Date/Location Information