Implementing Customer Insights | School of Marketing | ANA

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.

This course is the last 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 implementing customer insights.

Course Outline

Lesson 1: Culture

    • The customer journey: Moments of truth and the “zero moment of truth” (ZMOT)
    • Assessment of customer personas as they move through the customer journey
    • Case Study 1 – putting the customer first

Lesson 2: Changing the Company Culture

    • Case Study 2 – Using insights to influence a 360-degree marketing plan

Lesson 3: Taking Action

    • Selecting a technology partner
    • Barriers to customer insights
    • Case Study 3 – how one company turned insights from web traffic data into a 35% increase in web subscribers
    • Developing your own action plan

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).