Integrated Marketing Around the Decision Journey (Full Day)

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 when, how, and where it matters most. Crafting an insight-driven customer decision journey map (“CDJM”) is an essential tool that helps you create a relevant, integrated brand and user experience.

This workshop gives best practices on developing successful customer focused integrated campaigns. You will see examples of how companies use insightful CDJM’s to grow their brands. During this workshop, you will gain skills to develop a CDJM, including all the key elements that lead to campaign success:  insightful buyer persona(s), mapped stages, strategic touch points, and integrated messaging.

In this onsite workshop your team will develop a persona, and decision journey stages, touch points and messaging for a designated project from the instructor. A customization option, for a fee that depends on scope, is available for the member to choose one of their real, upcoming projects for the exercises. If this option is chosen, the project brief should be 2 pages maximum and requires instructor review and approval at least 10 business days in advance of the workshop.  With the customized option, a deliverable of this workshop is a wire frame customer decision journey for a project of your choice that can be used for immediate development. 

 

Who Is This Workshop For?

  • Individuals responsible for managing marketing communications and the customer experience, who are or will become decision-makers.  This includes marketers working in Customer Experience, Advertising, Public Relations, Promotions, Digital, Social, Mobile, Experiential, Media, etc.
  • Those who want to learn how to develop customer-focused, insight-driven integrated campaigns to enhance the user experience
  • Those who want to effectively build a customer decision journey map for one of their campaigns 


Workshop Benefits

As a result of this workshop, you and/or your team will be better able to:

Increase marketing effectiveness by:

  • Focusing on the customer mindset to develop insight-driven personas
  • Improving the customer experience across decision journey stages

Increase marketing efficiency by:

  • Strategically focusing on customer-relevant touch points
  • Aligning messaging across decision journey stages and touch points

Improve employee alignment and collaboration by:

  • Understanding how to overcome common barriers to integration
  • Breaking down silos and working across disciplines by focusing on the customer and creating an integrated brand experience

 

Download the full agenda here

 

trainer

Dina Shapiro

Dina Shapiro is the founder of Yorkville Consulting, a firm that provides clients with marketing capabilities training and helps them be world-class marketers by developing insightful brand strategies. Dina has worked inside Fortune 125 companies such as Citi and Alcoa, and top global agencies such as BBDO and JWT, at a 50/50 split throughout her career. She has experience across a wide range of industries, including financial services, corporate, retail, consumer packaged good, sports, travel & tourism, business-to-business, and industrials. She looks at a client’s business with curiosity and fresh perspective, to bring clients out of their everyday and open them up to new and relevant insights and connections. 

Dina is a member of the ANA Faculty, and she has received top industry awards such as two Gold Effies, Cannes Lion, and an Honorary Webby. She has judged the Effies twice. Dina holds an M.B.A. from Boston University and a B.A. in Economics from George Washington University.