Customer Insights - Understanding the Customer and Applying Insights

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)


Start: Tuesday, April 14, 2020 at 9:00am

End: Wednesday, April 15, 2020 at 5:00pm


Reed Smith LLP
Three Logan Square
1717 Arch Street, Suite 3100
Philadelphia, PA 19103

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Customer Insights - Understanding the Customer and Applying Insights Client-Side Tier $0 Platinum Tier $0 Gold Tier $799 Silver Tier $999 Individual $1,399 Nonmember $1,399



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).