Introduction

In today's highly competitive and customer-centric business landscape, understanding customer behavior, preferences, and market dynamics is no longer a luxury but a fundamental imperative for driving sustainable growth, fostering loyalty, and gaining a significant competitive edge. Customer Insights and Market Intelligence Using BI empowers organizations to transform vast amounts of raw data into actionable intelligence about their customers, competitors, and market trends, enabling personalized experiences, optimized strategies, and informed decision-making across all business functions. This training course is meticulously designed to equip marketing professionals, sales managers, customer experience specialists, product managers, business analysts, and strategists with cutting-edge knowledge and practical skills in understanding customer data sources, mastering market research methodologies, leveraging leading BI tools for customer segmentation and behavior analysis, exploring competitive intelligence techniques, designing insightful dashboards for customer and market performance, and effectively communicating actionable recommendations to drive business outcomes. Participants will gain a comprehensive understanding of how to harness the power of data to truly understand their customers, anticipate market shifts, and develop winning strategies that resonate with target audiences.

Duration

10 days

Target Audience

• Marketing Professionals
• Sales Managers & Analysts
• Customer Experience (CX) Specialists
• Product Managers
• Business Analysts
• Market Researchers
• Strategy & Planning Professionals
• Data Analysts (with a focus on customer/market data)
• Business Development Managers
• Entrepreneurs & Small Business Owners

Objectives

• Understand the fundamental concepts of customer insights and market intelligence.
• Master various data sources and collection methods for customer and market data.
• Learn to use BI tools for customer segmentation and profiling.
• Develop proficiency in analyzing customer behavior, journeys, and sentiment.
• Understand competitive intelligence methodologies and market trend analysis.
• Explore techniques for visualizing customer and market performance KPIs.
• Develop skills in identifying actionable insights from customer and market data.
• Learn about ethical considerations and data privacy in customer data analysis.
• Understand the integration of customer insights into marketing, sales, and product strategies.
• Formulate strategies for building a comprehensive customer and market intelligence system.
• Apply BI tools to solve real-world customer and market challenges and drive growth.

Course Content

Module 1. Introduction to Customer Insights and Market Intelligence

• Defining Customer Insights: Understanding customer needs, behaviors, motivations
• Defining Market Intelligence: Understanding market trends, competitors, industry landscape
• The strategic importance of customer and market data for business growth
• From data to insights to action: The value chain
• Overview of key challenges and opportunities

Module 2. Customer Data Sources and Collection

• Internal Customer Data: CRM systems (Salesforce, HubSpot), ERP, transaction data, website analytics
• External Customer Data: Social media, surveys, third-party data providers
• Data collection methodologies: Surveys, interviews, focus groups, web scraping (ethical considerations)
• Data privacy regulations (e.g., GDPR, CCPA) and ethical data collection
• Data quality considerations for customer data

Module 3. Market Data Sources and Collection

• Industry Reports and Publications: Market research firms, government agencies
• Competitor Data: Websites, financial reports, news, social media, product reviews
• Economic Indicators and Demographic Data
• Data collection tools and techniques for market intelligence
• Ensuring the reliability and validity of market data

Module 4. Data Preparation and Integration for Customer & Market Analysis

• Cleaning and Transforming Data: Handling missing values, inconsistencies in customer/market data
• Data Normalization and Standardization
• Integrating disparate data sources: Customer profiles, transaction history, website activity
• Building data models for customer and market analysis
• Using ETL tools (e.g., Power Query) for data preparation

Module 5. Customer Segmentation and Profiling Using BI Tools

• Introduction to Customer Segmentation: Demographic, geographic, psychographic, behavioral
• Segmentation Techniques: RFM (Recency, Frequency, Monetary) analysis
• Using BI tools (e.g., Tableau, Power BI) to create customer segments
• Profiling customer segments: Key characteristics and value
• Visualizing customer segments for targeted strategies

Module 6. Customer Behavior Analysis and Journey Mapping

• Analyzing Customer Purchase Patterns: Cross-selling, up-selling opportunities
• Customer Journey Mapping: Visualizing touchpoints and pain points
• Website and App Usage Analytics: Clickstream data, user flows
• Churn Analysis: Identifying factors leading to customer attrition
• Visualizing customer behavior trends

Module 7. Sentiment Analysis and Voice of Customer (VoC)

• Introduction to Sentiment Analysis: Analyzing text for positive, negative, neutral sentiment
• Sources of VoC data: Surveys, reviews, social media, call center transcripts
• Using BI tools to visualize sentiment trends
• Identifying key themes and pain points from customer feedback
• Actioning on customer sentiment insights

Module 8. Market Trend Analysis and Forecasting

• Identifying Market Trends: Growth rates, emerging technologies, consumer shifts
• Forecasting Market Demand and Growth
• Using BI tools for trend visualization and basic forecasting
• Macroeconomic factors influencing market trends
• Interpreting market data for strategic planning

Module 9. Competitive Intelligence and Benchmarking

• Competitive Landscape Analysis: Identifying direct and indirect competitors
• Benchmarking Performance: Comparing against competitors and industry averages
• Analyzing competitor pricing, product features, marketing strategies
• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) using BI data
• Visualizing competitive positioning

Module 10. Product Performance and Portfolio Analysis

• Product Sales and Revenue Analysis: Top-selling products, regional performance
• Product Profitability Analysis: Margin by product, cost analysis
• Product Lifecycle Analysis: Introduction, growth, maturity, decline
• Portfolio Analysis: BCG Matrix, GE/McKinsey Matrix (conceptual)
• Using BI to inform product development and innovation

Module 11. Marketing and Sales Performance Analysis

• Marketing Campaign Effectiveness: ROI, conversion rates, lead generation
• Sales Funnel Analysis: Conversion rates at each stage
• Sales Performance by Region, Rep, Product
• Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLTV)
• Visualizing marketing and sales KPIs for optimization

Module 12. Designing Customer and Market Intelligence Dashboards

• Key Performance Indicators (KPIs) for customer and market insights
• Designing executive dashboards for strategic overview
• Departmental dashboards for operational insights (e.g., marketing, sales)
• Creating interactive and drillable dashboards
• Best practices for visual storytelling in customer/market BI

Module 13. Actionable Insights and Recommendation Generation

• Moving from Data to Insight to Actionable Recommendations
• Identifying opportunities for personalization, cross-selling, up-selling
• Pinpointing areas for market expansion or product development
• Quantifying the potential impact of recommendations
• Presenting recommendations to stakeholders for decision-making

Module 14. Ethical Considerations and Data Privacy

• Data Privacy Regulations: Deep dive into GDPR, CCPA, etc. for customer data
• Ethical Use of Customer Data: Transparency, consent, fairness
• Anonymization and pseudonymization techniques
• Data security for sensitive customer information
• Building customer trust through responsible data practices

Module 15. Future Trends in Customer & Market Intelligence

• AI and Machine Learning for Customer Insights: Predictive analytics (churn, next best action), sentiment analysis
• Real-Time Customer Insights: Stream analytics for immediate responses
• Hyper-personalization and micro-segmentation
• Integrating voice and image data for richer insights
• The evolving role of the Chief Customer Officer (CCO) and data-driven CX.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 7 working days before commencement of the training.