Integrated Marketing Around the Decision Journey (Half Day) | School of Marketing | ANA

Integrated Marketing Around the Decision Journey (Half Day)

(Half Day Workshop)

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 is essential to help you create relevant, integrated brand messaging to engage customers and garner the desired response.

This workshop gives best practices on developing successful customer focused integrated campaigns. You will see examples of how companies engage customers and use insightful customer decision journeys to grow their brands. During this workshop, you will gain skills to develop a customer decision journey including key elements that drive campaign success: insightful journey stages, strategic touch points and relevant, and integrated messaging to connect with customers.

In this onsite workshop your team will complete a series of exercises to develop decision journey stages, touch points and messaging for a brand chosen by the member.

Who Is This Workshop For?

  • Marketers involved in campaign development: customer audience selection and insights, customer behaviors/motivations that drive their decision journey stages, and relevant campaign touch points and messaging (disciplines such as customer insights/research, advertising, integrated marketing, aligning the customer experience and campaign, communications, digital, social, etc.)
  • Those who want to learn a framework to develop customer-focused, insight-driven integrated campaigns
  • Those who are new to the customer decision journey, or need to refresh or level set the team (this is not for those at an advanced experience journey map level including elements outside of campaigns or messaging such as pricing, distribution, product innovation, etc.)

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving employee alignment and collaboration.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to focus on the customer mindset
  • How to improve the customer experience across decision journey stages

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to focus on customer-relevant touch points
  • How to align messaging across decision journey stages and touch points

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How to break down silos and working across disciplines by focusing on the customer and creating an integrated brand experience 

Download the full agenda here



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.


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