The Customer Database | School of Marketing | ANA

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 course will equip you with a clear understanding of the important components of the successful application of data to yield insights and drive customer behavior.

This course is the second in a six-part series entitled: “Customer Insights: Connecting with Customers to Benefit Your Business”. The full series is available in the Customer Insights Certificate Program. This course can be taken either as a stand-alone course or as part of the series. Powered by Marist.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world, practitioner-led learning. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in understanding the customer database.

Course Outline

Lesson 1: Organizational Roadblocks

    • Organizational roadblocks
    • Checklist for customer insights success

Lesson 2: Customer Data Accuracy

    • Review of key issues
    • The impact of bad data
    • 360 degree customer view: the ideal customer data scenario
    • Data collection
    • Next steps

Lesson 3: Data Types Needed for Gathering Insights

    • Marketing technology trends and spends
    • Technology pitfalls
    • 1st, 2nd & 3rd party data – uses for customer insights
    • Segmented attitudes and segmented messages
    • Illustrative real world examples

Estimated Length of Completion

Approximately 75 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



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

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