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CodeSignal

Marketing Intelligence Foundations

via CodeSignal

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Overview

You'll segment markets, build customer personas, and select research methods that yield actionable insight. You'll combine demographic, psychographic, behavioral, primary, and secondary evidence to sharpen marketing decisions.

Syllabus

  • Unit 1: Segmenting for Focus
    • Targeting Segments for Marketing Success
    • Scoring Segments Against Viability Criteria
    • Defending a Focused Target Segment
  • Unit 2: Profiling Customer Segments
    • Defining Base Segments Through Demographics
    • Uncovering Psychographics With Data
    • Surfacing the Most Actionable Sub Segment
  • Unit 3: Building Actionable Customer Personas
    • Personas From Abstract Segments
    • Synthesizing One Persona From Conflicting Signals
    • Designing an Actionable Customer Persona
  • Unit 4: Conducting Market Research
    • Classifying Primary and Secondary Research
    • Running a Clean Discovery Interview
    • Weighing Secondary Sources Against Interview Hypotheses

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