Integrating Across the Customer Decision Journey | School of Marketing | ANA

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.

This course is limited to ANA members only.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

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. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember N/A



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.