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Customer Insight (Virtual Classroom)


The IDM

Summary

Price
£540 inc VAT
Finance options

Invoice and Credit Card

Between jobs discount - 25%

Charity discount - 15%

Study method
Online with live classes
Duration
1 day, Full-time
Qualification
No formal qualification
CPD
7 CPD hours / points
Additional info
  • Tutor is available to students

Overview

Understand how to develop, analyse, and turn customer insight into actions that create value both for your business and for your customers.

You will learn to:

  • Understand how customer insight can increase value for both your business and your customers
  • Identify and understand the sources of insight and how it delivers competitive advantage
  • Plan the development of customer insight for your business, aligned with marketing strategy
  • Translate insight into specific, value-creating marketing actions
  • Use improved insight to measure your marketing success

CPD

7 CPD hours / points
Accredited by The IDM

Description

The meaning of insight and its relationship with business success

  • The evolution of marketing and how insight needs to move with it
  • The influence of digital on data (quality, quantity, speed etc.)
  • The influence of digital on marketing decisions (product, price, channel, communication etc.)
  • The relationship between insight and knowledge management

What customer insight covers

  • How many users and customers have you got? What is their value? What services/product do they buy/use?
  • Where do they come from? What is their journey like? What causes them to come, or to leave? How often do they come into contact with you? With your competitors? When do they get in touch?
  • Who are they? What is their history of interactions with you? From which devices/sites/apps? Is there a pattern? How do they compare with other users? What is their attitude towards your channels and brands?

Developing customer insight

  • The main sources of offline insight - CRM, brand, product, channel analytics, research
  • Sources of online insight - web and app data and its analysis; social insight
  • Insight from partnerships - distributors, aggregators and affiliates
  • How analysis turns data into insight, and how this varies on and offline; how to create combined insight
  • Integrating multichannel data to produce a picture of multichannel journeys

Applications of customer insight

  • Planning
  • Managing and optimising the online/offline marketing mix
  • Using insight for testing

Planning and managing your insight capability and activity

  • The stages of development of insight - a maturity model
  • The diffusion cycle for analytical and insight innovations
  • Identifying where you are and where you need to be and prioritising the development of insight
  • Developing a feasible, cost-effective, innovative, future-proof competitive plan
  • Processes for managing customer insight - day to day and strategically
  • Governance and data quality management

Technology

  • Main types of solution in data management and analytics
  • Integrating solutions
  • Outsourcing

Next steps

  • Where are you now?
  • What are your priorities?
  • How to meet them

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Who is this course for?

This course is designed for marketers or managers with responsibility for developing and implementing a customer insight strategy.

Questions and answers

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FAQs

What does study method mean?

Study method describes the format in which the course will be delivered. At reed.co.uk courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

What are CPD hours/points?

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on reed.co.uk, many of which can be completed online.

What is a ‘regulated qualification’?

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

What is an ‘endorsed’ course?

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body’s logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.

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