Understanding Customer Insights | School of Marketing | ANA

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.

This course is the first 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 customer insights.

Course Outline

Lesson 1: What is Customer Insights from a Data-Driven Perspective?

    • Key macro trends defining the landscape
    • The ‘one-to-one’ imperative
    • Key definitions and terminology
    • Changing customer behavior, changing company behavior
    • An ‘end-to-end’ view
    • Identifying the insights you are looking to achieve in your business
    • Viewing the world from the customer’s perspective
    • Illustrative real world examples

Lesson 2: Building the Data Hierarchy for Customer Insights

    • What customer insights is, and what it is NOT
    • Data sources for customer insights
    • Customer attitudes and their financial impact on your business
    • Benefits to developing a customer insights program
    • Illustrative real world examples

Lesson 3: Brand Value Attributes

    • The reasons customers do business with you
    • What makes up brand value
    • Customer value and the customer value skew
    • Identifying needs-based segments
    • Mapping needs-based segments
    • Key terms and tools for customer insights

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 Lynda.com.

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