Customer Insights (Two Day)

Understanding the Customer & Applying Insights
(Two Day Workshop)

Customer Insights is defined as the understanding – and subsequent application of – the “deep truths” about the customer. These insights are gleaned from customer behavior, experiences, beliefs, needs or wants and matched to a product or service offering. Customer insights allow marketers to understand buyer propensity and behavior, and then craft marketing messaging and strategy to support or change those behaviors.

This course will cover the core areas of customer insight, allowing attendees to go beyond raw data and research. Attendees will learn how to create and apply a multi-dimensional view of their customer, and develop an understanding of what drives consumer purchase and post-purchase decisions. Plus, how those decisions affect long-term brand decisions. Included are strategies for understanding the full customer journey and how to be actionable with customer insights.

Who Is This Workshop For?

This workshop is for those involved in affecting the decision process of their customers, with a desire to examine how the customer journey affects decisions at every stage of the customer’s research process. This can include:

  • Senior to mid-level marketers
  • Sales or customer service teams
  • Social media and advertising/PR departments, as well as those in other departments who would like to broaden their horizons to understand core marketing concepts

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • Best practices in customer segmentation and persona development
  • How to map a customer journey
  • The application of insights to drive customer value and loyalty
  • The understanding of consumer segments and what drives their purchase decisions
  • How to apply customer insight to their own situations, and by interacting with and learning from others in different but relevant corporate environments

This workshop helps attendees increase marketing efficiency by teaching them:

  • The tools and techniques to develop a new, more holistic view of customers
  • Best practices in sourcing data – where to source, data quality, multichannel data, etc.
  • Best practices in overcoming obstacles and roadblocks to decision-making within organizations

This workshop helps attendees improve marketing ROI by teaching them:

  • Strategic ways to improve the overall customer experience
  • Strategic ways to improve the customer path to purchase
  • How to turn customers into brand ambassadors
  • How to make resource allocation decisions based on customer insights
  • How to drive profitability by reducing customer dissatisfaction with their brand, and improving customer and retention and loyalty through the application of insights gleaned from customer behavior data


Download the full agenda here



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).



Jerry Grossman

Jerry Grossman is the executive director of The Imaging Alliance and owner/editor of Digital Imaging Reporter. He began his marketing career working at renowned advertising agencies D'Arcy Masius Benton & Bowles (DMB&B), Ammirati & Puris and Scali, McCabe Sloves, on a both packaged goods and consumer electronics accounts, including Proctor and Gamble, Stanley Tools and Nikon.

Jerry joined Nikon as director of advertising in 1993 and held successive marketing positions including VP of internet development, and VP of marketing for all consumer products, where he was responsible for helping to bring Nikon from the analog to the digital world. He also spearheaded the creation of The Imaging Alliance, the first trade association in the imaging industry to include both manufacturers and retailers. The Imaging Alliance has welcomed 60 new members to their board association since 2017, where he serves as executive director.

Jerry earned a B.S. in marketing from SUNY Buffalo and an M.B.A. from Baruch College. He is currently an adjunct professor in the graduate program at St. Joseph’s College, teaching graduate courses in marketing concepts, and strategies and digital marketing.