Developing Actionable Customer Insights for Effective Brand Management (Virtual Open Enrollment)

Effective Brand Management Mastery Program 101
(Virtual Half Day Workshop)

The most effective marketing is built on a firm foundation of customer insight. True insight into our customers’ mindset means going beyond raw data and rational information to find the underlying emotional needs that drive behavior. Today as brands compete to establish their unique space in the market, having a deep understanding of customers is a competitive edge that can help you drive a truly customer centric brand experience.

This virtual workshop is designed to help marketers develop actionable insights that will drive successful marketing programs. During the session you will learn about how to get the most from the research and data available inside your company, to create insights that matter. We will cover the principles of insight led marketing; how to gather data; finding the essential human truth about your customers; effective segmentation; and how to implement an insight led approach within your organization. We will use the Customer Insight Tool throughout the program which will give you a framework for developing your insights and something to take back to your day job.

This workshop is the first in ANA’s four-part series titled Effective Brand Management Mastery Program, designed to help you understand how to build a more effective brand, drive value, and engage customers in long term relationships.

Target Audience
This workshop is for marketing managers and marketing directors who are responsible for developing campaign plans, activations and marketing strategies. A research background is not needed for this program.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth:

This workshop helps attendees improve marketing effectiveness by teaching them:

• How to better understand and empathize with customers
• How to make better decisions on campaigns and activations that are driven by customer insight

This workshop helps attendees increase marketing efficiency by teaching them:

• Methods that will improve the targeting of your campaigns and activations
• A framework that can be used in briefing and planning sessions

This workshop helps attendees improve marketing ROI by teaching them:

• Demonstrating how to use customer insight to drive better results
• How to increase your chances of action from your customer

Download the full agenda here