Customer Insight Masterclass | DMA

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Customer Insight Masterclass


During this course 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

Course Details:

Why customer insight is important

  • How customer insight can benefit your business
  • Economics of customer insight

Sources of customer insight

  • What your data is telling you
  • How to turn data into insight

The customer insight process

  • The different customer insight tools
  • How to best present customer insight

Profiling and segmentation

  • How profiling, segmentation and targeting fit together
  • How to tune segmentation to your business

Customer insight for customer acquisition

  • How to use customer journey analysis to improve your user experience
  • How to use customer insight to improve your campaign planning

Customer insight for customer retention

  • How to use customer lifetime value to improve customer retention
  • How to benefit from AI machine learning and predictive analytics


  • The marketing technology landscape
  • How to build a single customer view

Managing customer insight

  • The stages of development of customer insight - a maturity model
  • How to brief and manage data analysts

Workshop on how to apply the day's learnings

Who Should Attend:

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


Jocelyn Cripps
Joss Cripps is a subscription and membership-marketing consultant with over 20 years' spent acquiring and retaining customers in the media, e-commerce and not for profit sectors.

An experienced marketer, Joss has worked on both the agency and client-side with media owners such as Amazon, the Financial Times (FT), News UK and Sky.

In 2006 she re-located from London to Hong Kong to take up the role of Asia-Pacific Regional Marketing Director for the FT. Six years later she moved again, this time to New York as EVP, Global Marketing for the FT managing the sales and marketing teams responsible for print and digital subscription revenues. Returning to the UK in 2015, she joined Amazon to manage the company's 'subscribe & save product' - a pan EU subscriber loyalty program.

After a couple of decades spent working for large multi-national companies, she took the plunge and established Count Marketing - a consultancy business focused on helping organisations optimise their subscription and membership marketing initiatives.

Mark Patron M IDM
Mark Patron M IDM is a digital marketing consultant and non-exec director. He has worked in data driven marketing for 30 years. Previously as CEO he grew RedEye to be one of the top two UK based email marketing automation businesses. Mark has been a director of over 50 UK, Continental and US data driven marketing companies. He was a co-founder of Transactis. Mark was part of the management team that developed the revenues of VNU's marketing information business, now called Nielsen market research, from $150 million in 1994 to $2.5 billion by 2001. He co- founded and was Chairman of Abacus Europe. Over 14 years, mostly as MD, he built Claritas UK, now part of Acxiom, to £30 million revenues. Mark was voted one of UK's 15 most influential direct marketers by readers of Precision Marketing magazine.

Other Details:

  • Next Course Start Date: 10 July 24
  • Member Price: £400
  • Non-member Price: £450

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