Using Customer Insight to Drive Marketing Strategy

Overview

Data-driven marketing informs every decision of your marketing strategy, plan or activation. The ability to turn your customer insights into actionable strategies is critical for identifying new opportunities to deliver growth and create competitive advantage.

By understanding and leveraging customer insights you can create impactful, data-driven strategies that drive growth and sustainable advantage. This course equips you with the skills and tools to transform customer data into actionable insights, enabling you to develop marketing strategies that are both evidence-based and deeply customer-centric.

You will explore techniques in AI and analytics to transform raw data into meaningful insights, including audience segmentation, optimising customer journeys and refining marketing attribution. By leveraging predictive analytics and AI data collection, you will enhance your understanding of customer behaviour, ensuring high-quality, accurate insights that inform every strategic decision.

By the end of this course, you’ll feel confident embedding customer insights into your organisation’s strategic planning, engaging stakeholders with the benefits of an insight-led approach and achieving measurable marketing success.

Who should attend?

This course is ideal for marketing professionals and decision-makers responsible for developing marketing strategies, looking to deepen their expertise in leveraging data, analytics and AI to drive marketing strategy and performance.

Learning outcomes

• Develop a comprehensive understanding of how customer insights drive data-driven marketing strategies
• Integrate customer insights into strategic planning to cultivate a data-driven culture within the organisation
• Enhance data quality by optimising data collection processes using advanced AI tools
• Map and evaluate customer behaviour through marketing attribution and journey analytics
• Apply predictive analytics to anticipate customer behaviour and refine marketing decision-making
• Leverage customer insights for targeted audience segmentation and personalised marketing
• Transform customer satisfaction metrics into actionable insights for strategic initiatives
• Create personalised value propositions rooted in data-driven insights to maximise impact
• Construct evidence-based narratives to effectively convey insights to stakeholders
• Stay informed about emerging AI and analytics developments to harness their benefits for marketing effectiveness