Customer Insights Certificate Program

Learn to target beyond simple demographics and segments to gain a clearer picture of your customers and their attitudes on a significantly deeper level – and, in doing so, improve your marketing strategy and increase ROI.

Customer Insights is a new discipline borne from the ability to access better, higher quality data at much faster speeds.  In this self-paced online certificate program, you will learn the trends that have brought us to customer insights, the definitions and the value of this approach, and how customer insights enables you to go beyond marketing to create a full customer view throughout the customer’s entire life cycle.

Join expert Matt Bailey as he explains the customer database, the importance of – and how to measure – customer value and loyalty, how to effectively leverage customer personas into a successful segmentation campaign, and how to overcome potential pitfalls and roadblocks to implementing an effective customer insights program at your company.  Case Studies from Amazon, Teavana, TruGreen and others are used to illustrate exactly how other companies have undertaken their own customer insights programs with incredible results.

People are producing ~2.5 quintillion bytes of online data every day. Do you know how to harness that data and leverage personalized interactions with the customer, to the benefit of your brand?

This Customer Insights Certificate Program is comprised of a six-part series entitled: “Customer Insights: Connecting with Customers to Benefit Your Business.” Powered by Marist.

Learning Experience

This program includes courses with a video-based lecture format with no interactivity. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools. See each course outline for more details.

Who is this Certificate Program For?

Junior, middle, and senior marketer levels – all those interested in customer insights.

Certificate Program Outline

Download the full certificate program benefits here

Course: Understanding Customer Insights

Customer Insights is a new discipline borne from the ability to access better, higher quality data at much faster speeds.  In Understanding Customer Insights, you will learn the trends that have brought us to customer insights, the definitions and the value of this approach, and how Customer Insights enables you to go beyond marketing to create a full customer view throughout the customer’s entire life cycle. Learn to target beyond simple demographics and segments to gain a clearer picture of customers and their attitudes on a significantly deeper level.

Download the full course benefits here

Course: The Customer Database

In “The Customer Database”, you will learn what the customer database is, the organizational obstacles to its proper implementation and use, and how to apply it to gain insights into your customers. Learn what types of data are required for customer insights, and the pros and cons of some common data technologies. Using a series of case studies from leading companies, this module will equip you with a clear understanding of the important components of the successful application of data to yield insights and drive customer behavior.

Download the full course benefits here

Course: Customer Value & Loyalty

In order to get to the heart of customer insights, we need to find and use the right data to identify the value of our customers – an important step in understanding the direction of your company and its growth potential. Knowing who your customers are, how much they spend, identifying trends and key events in the life of your customer will enable you to react appropriately and prepare for the health of your company.  In this module, you will learn how customer insights can be applied to your business strategy in order to drive profitability, effective decision-making, and how to develop a roadmap that will ensure the continued health of your organization through customer value and loyalty.

Download the full course benefits here

Course: Customer Segmentation

In this module, we will be discussing segmentation and customer data. People are producing about 2.5 quintillion bytes of online data every day. How can marketers harness this data to leverage personalized interactions with the customer, to the benefit of their brand?  Learn how to leverage your data to better position your brand in front of the customer; how to optimize the customer experience in real time based on insights gained from your data; and how marketers can utilize the right tools to identify the attitudes, values and lifestyles of their customers and ensure that the resulting customer messaging is seamless.

Download the full course benefits here

Course: Customer Journey Mapping

Join marketing expert Matt Bailey walks you through how to create a customer journey map as part of the Customer Insights process. You will learn the initial steps to creating a journey map and how to refine your map, with the end objective of identifying and redesigning pain points in the customer journey.  You will see how these steps – backed up by key data and insights – provide a rationalization and monetary justification for changing a previously negative experience in the customer journey to a positive one – in order to win brand promoters and improve customer retention.

Download the full course benefits here

Course: Implementing Customer Insights

Building on the preceding courses in this series, expert Matt Bailey discusses how company culture is the most important factor in the success or failure of a customer insights program. Customer insights is based on a customer-first mentality, supported by the data, and connected to an important business financial result. Steps you can take to change the culture in your own company and issues to consider when selecting a technology partner to implement customer insights – as well as examples of how other companies changed their culture based on customer insights – will all be discussed.

Download the full course benefits here

Assessment: Customer Insights

Estimated Length of Completion

Approximately 6-8 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $699 Nonmember N/A

Instructors

trainer

Matt Bailey

President, SiteLogic

Matt Bailey:

Since 1998, Matt has taught at over 1,000 companies, conferences and workshops. He is one of the highest rated speakers world-wide for his ability to communicate complex information in a practical, humorous way.

Matt is a first-generation search engine marketer, having started out by building websites to market his commercial real estate business in 1996. With a background in Journalism and Marketing, Matt quickly adapted his education to the internet and applied it to develop successful online marketing strategies.

After having sold his first venture, Matt worked as a software engineer and then built online marketing departments at two agencies. Starting his own training and consulting company in 2006 (SiteLogic), Matt quickly developed an impressive client roster that includes: Google, Hilton International, Eaton, Gerber Life, Experian, Disney/ABC/ESPN, American Greetings, Toys ‘R Us, Johnson & Johnson, DMA, P&G, Hewlett-Packard, Travel Weekly and Los Cabos Tourism.

  • Taught Google employees how to understand and use Google Analytics
  • Consults with Experian on how to present data
  • Developed online marketing training for both Proctor and Gamble and Johnson & Johnson.
  • Presented analytics methodologies to Disney, ABC & ESPN
  • Teaches Online Marketing certification for DMA

They all agree: Matt Bailey successfully dismantles the complexity of online marketing into practical, understandable concepts.

Matt has a passion for education and helping to develop online marketing professionals. He does this through his teaching as Adjunct Faculty at Rutgers University. As part of this passion, he also produces online training video curriculum for Market Motive, The Data-driven Marketing Association and Lynda.com.

He is the author of Internet Marketing: An Hour a Day (2011), and Wired to be Wowed (Fall 2014).