Insight-Based Marketing & Digital Communications Planning (Two Day)

Data-Driven Digital Communications Planning to Improve ROI and Drive Revenue
(Two Day Workshop)

Customer Insights can transform an organization. By finding what your customers need and what drives them to make decisions, you can discover segments or groups of customers that are highly profitable. In this workshop, you will learn how to marry the right data and insights into a digital marketing communications plan in a comprehensive way to improve UX, create loyal customers, and drive greater profitability.

Day 1 of this workshop takes you through the genesis of customer behavior drivers based on a needs-based framework and teaches you how to marry your brand persona to your customer needs. We will also look at online customer behavior, develop and insights data plan, and look at how customers consume content at various digital touchpoints. Once you can marry a digital data plan to your content, so that you are aligning your content with your customer’s behavior, you can begin to drive better business results – whether they be engagement, conversion, or purchase.

After evaluating the drivers and experiences that make up your brand’s insights on Day 1, Day 2 will show you how to develop an integrated, coordinated marketing and communications plan – one that enables you to tell a story, gain prospects, and improve loyalty. By measuring closely what people need, how they make decisions and consume content, your organization will be able to develop a full communications plan that identifies and develops customers in your most profitable segments, to ensure that you are driving better business results for the long term.

After participating in both days, participants will walk away from this workshop with a strategic communications plan based on their brands’ specific customer segments, and/or a framework to duplicate these processes internally at their own company.

Who is this workshop for?

  • Media planners, campaign managers, marketing managers, digital marketers, content creators: social content, marketing content, ad creators, campaign research and planning, strategic planning, and sales and marketing professionals
  • Those wishing to: increase collaboration, align sales and marketing to meet org. goals, utilize data to increase profitability and customer loyalty

Workshop Benefits

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

This workshop helps attendees improve marketing effectiveness by teaching them:

  • Needs-based persona development and psychographics
  • Basic customer needs and persuasive techniques
  • Effective research methodologies like NPS, needs-based questioning, searcher intent, etc.
  • How to communicate trust online based on how people consume content and assess credibility
  • Copywriting techniques

This workshop helps attendees increase marketing efficiency by teaching them:

  • Better audience engagement through contextualization
  • How to develop, measure and improve the customer journey, customer touchpoints, and loyalty touchpoints
  • How to combine channels and media for the right message at the right time
  • Effective content curation and distribution strategy

This workshop helps attendees maximize marketing ROI by teaching them:

  • Where to focus communications and content that increase revenue
  • Where to eliminate unnecessary communications and investment
  • Highly target communications for outcome-based targets
  • Measurement of content effectiveness, campaign data, and attribution models


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).