** Understanding customer data

Level: Marketing leadership

Data is only useful if it can be turned into actionable insights.

In this lesson, you will explore how data can be used to increase your understanding of your customers and identify insights that can drive competitive advantage. Using interactive exercises and practical examples, you'll learn how to create a structured approach to your data collection and analysis.

Lesson objectives:

• The difference between data, information and insight
• How different types of data can be used
• How the law applies to customer data analytics

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma