** Knowing your customers and prospects

Level: Marketing leadership

Your customers should be at the heart of everything you do, but how well do you really know them? In this lesson, you will learn how to identify your key customs, research their behaviour, and identify future consumer trends. Using interactive exercises and practical examples, you'll see how to conduct an RFM analysis and then use these insights to segment your audience.

Lesson objectives:

• How to identify customers and segments
• How to research consumer behaviours and trends
• How to use these insights to answer critical questions

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma