Customer Segmentation | School of Marketing | ANA

Customer Segmentation

In this course, 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.

This course is the fourth 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 customer segmentation.

Course Outline

Lesson 1: Customer Profiles and Personas

    • Top areas of increasing martech spend
    • The ‘fluid customer'
    • Developing buyer profiles / personas
    • Developing a needs framework

Lesson 2: Developing Needs-based Profiles / Segments

    • Understanding customer needs and how they impact the customer journey
    • Attributes of successful needs-based profiles
    • Developing a needs-based framework

Lesson 3: Psychographic Profiling

    • Dispelling customer myths
    • 5 principles of needs segmentation
    • Psychographics: going beyond demographics
    • Developing your psychographic profiles

Estimated Length of Completion

Approximately 60 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).