Insight-Based Marketing and Digital Communications Planning (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

To be added to the waitlist for this session, please send an email to with your name, email and phone number. 


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

Download the full benefits here



  • Setting the Stage (15 min)
  • Combining Brand Strategy and Customer Insights (60 min)
  • Segmenting Your Audience Based on Understanding Customers' Need (60 min)
  • Break (15 min)
  • Gathering Insight Data to Understand Where and How Customers Are Engaging With Your Brand (75 min)
  • Lunch (45 min)
  • Defining Channel Allocation Based on Understanding How People Consume Content (90 min)
  • Break (15 min)
  • Contextualizing Content Engagement to Improve Customer Response (90 min)


  • Welcome to Day 2 (15 min)
  • Mapping the Customer Journey Using a Needs-based & Data-based Approach, Part I (90 min)
  • Break (15 min)
  • Mapping the Customer Journey Using a Needs-based & Data-based Approach, Part II (90 min)
  • Lunch (30 min)
  • Integrating the Data into a Coordinated Communications Plan, Par I (90 min)
  • Break (15 min)
  • Integrating the Data into a Coordinated Communications Plan, Part II (90 min)
  • Review and Assess (30 min)
  • Closing (10 min)



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).