Integrating Across the Customer Decision Journey

Lack of insight into the customer’s decision making process leads to missed opportunities and marketing inefficiency. Knowing why, when, how, and where customers engage with your category is essential for brands that want to interact with customers throughout their decision journey. In this course you will learn how to create customer-focused, integrated marketing campaigns by breaking down silos and connecting with your customers where it matters most.

Who is the Course For?

Junior, middle and senior marketing levels – all those who manage marketing communications and want to learn how to generate effective message and touch point integration.

Learning Objectives

  1. Learn how to develop a customer decision journey (CDJ) to engage at influential moments
  2. Learn about the key touch points across the CDJ
  3. Learn how to determine messaging for each stage of the CDJ
  4. Learn how to overcome integrated marketing communication (IMC) barriers through an optimized process
  5. Understand how an integrated, insight-driven campaign builds efficient and effective customer connections to brands

Estimated Length of Completion

Approximately 2.0 hours


Dina Shapiro, ANA faculty, CEO and founder of Yorkville Consulting, has worked inside Fortune 500 companies and top global agencies building iconic, award-winning brands and high-performing teams. Her leadership in integrating brands and marketing communications across internal and external stakeholders and touch points has received industry awards such as two Gold Effies, a Cannes Lion and an Honorary Webby.

Registration Pricing

Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
Registration Client-Side Marketer $0 Marketing Service Provider Gold N/A Marketing Service Provider Silver N/A Associate Individual N/A Nonmember N/A