Customer Insights: Understanding the Customer and Applying Insights (Two Day Workshop)

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session. Please note that this workshop lasts two days


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

Download the full benefits here



  • Setting the Stage (75 min)
  • Terminology and Tools of Customer Insights (45 min)
  • Break (15 min)
  • Roadblocks and Obstacles (60 min)
  • Lunch (60 min)
  • Big Data (45 min)
  • Multichannel Insights (45 min)
  • Break (15 min)
  • Technology for Insights (60 min)
  • Lifetime Value and Loyalty (60 min)


  • Segmentation and Needs Framework (60 min)
  • Buyer Profiles and Personas (45 min)
  • Break (15 min)
  • Buyer Profiles and Personas, cont. (60 min)
  • Lunch (60 min)
  • Journey Mapping (120 min)
  • Break (15 min)
  • Applying Customer Insights (75 min)
  • Close (15 min)



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 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 BS in Marketing from SUNY Buffalo and an MBA 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.