Maximise the value of Customer Data

Customer Data is critical, but the way organisations manage it is changing.

Dive into the strategies, processes, and even regulatory implications of customer data.

What you'll learn

  • Unlock valuable insights

    Learn how customer data can reveal valuable insights about your audience, helping you make informed decisions.

  • Strengthen customer connections

    Emphasise how to use first-party and zero-party data to build stronger relationships with your customers and enhance their experience.

  • Maximise business impact

    Leverage customer data to make strategic decisions that maximise your business's impact and success.

Course curriculum

    1. Welcome

    2. Navigating this Course

    3. Customer Data as an Asset

    4. Uses for Customer Data

    5. Expert Interview: Customer Data as an Asset

    1. Definitions and Types of Customer Data

    2. First-Party Data

    3. Second-Party Data

    4. Third-Party Data

    5. Zero-Party Data

    6. Describing a Customer with Data

    7. Expert Interview: First and Zero Party Data

    1. The Customer Data Lifecycle

    2. Assessing Customer Data Quality

    3. Governing Customer Data

    4. Customer Data Regulations

    5. Expert Insights: Working with Customer Data

    1. The Customer Data Maturity Scale

    2. The Customer Data Value Chain

    3. Maximising Consent and Opt-Ins

    4. Expert Interview: Where to Start as an Organisation?

    5. Expert Insights: Future of Customer Data

About this course

  • 22 lessons

Meet your instructors

Phil Wild

Solution Consulting Lead at The Lumery

Phil is the bridge between marketing and technology, having worked in both worlds for the best part of 15 years - splitting his time between Australia and Canada on global brands such as Ford. His passion is teaching and enabling others around the best technologies and strategies to achieve their business goals. At The Lumery, Phil leads the Solution Consulting team, which provides expertise across the MarTech stack.

Jason Pallant

Director of Knowledge Enablement at The Lumery

Dr Jason Pallant is Director of Knowledge Enablement at The Lumery and a Senior Lecturer at RMIT University. He has a PhD in Marketing and over a decade experience researching and consulting on delivering exceptional customer experience through technology. As the instructor of these courses, Jason combines his topic expertise with extensive experience teaching postgraduate and professional levels audiences while also drawing on interviews with subject matter experts.

Unlock the value of your data