End-to-End Digital: Crafting the Customer Journey (Virtual) | School of Marketing | ANA

End-to-End Digital: Crafting the Customer Journey (Virtual)

Mapping and visualizing your whole customer experience
(Virtual Half Day Workshop)

Virtual Workshop Description
In this workshop, Harry Gold will share his approach to mapping all the moving parts of traditional and digital marketing into a unified customer journey. Covered topics include media, search, social, website experiences, marketing automation, action oriented creative and of course a measurement approach, all wrapped into an integrated program. This session reveals how to plan integrated campaigns that guide your target audience into your organization’s sales funnel and lasting brand embrace.

This workshop will arm your team with a rock-solid approach to the whole digital marketing operations and MarTech ecosystem. It will enable participants to wrap their heads around all the moving parts of digital (and traditional) marketing and optimize their current programs and campaigns. The session will include real case studies as well as tactics and ideas that your company can start using right today.

Target Audience

  • CMO’s, VP’s and marketing ops professional who are seeking to unify their organization’s approach to digital, evangelize digital channels, and improve ROI.
  • All marketing professionals (senior and junior levels) who want to become more confident and conversant in digital marketing and marketing technology (MarTech).
  • Brand, program, and product managers that need to fully leverage online channels to maximize their brand impact and revenue potential.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: accelerating digital transformation, improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI. The course is designed to accommodate all levels of expertise and to deliver strategies and tactics people can start using right away in their everyday activities. Specific takeaways will include:

  • Thinking digitally about the customer journey and how consumers and companies form and maintain customer relationships.
  • Understanding the “MarTech” stack and technology platforms powering today’s modern marketing programs.
  • Organizing complex digital marketing strategies, technologies, and channels into easy-to-understand visual renderings and templates teams can rally around.
  • Understanding the most crucial paid and earned online media categories including search (SEO and SEM), display, native, video, social, programmatic, shopping, and more.
  • Improving the engagement rates and ROI of steady state digital programs.
  • Learn to review digital marketing data and campaign dashboards to yield actionable insights and how to apply those insights across multiple marketing channels. (Cross channel optimization.)
  • Learn how to craft always on customer journeys that build brand awareness and drive revenue with exercises and group presentations.

Download the full agenda here


  • Harry J. Gold

    Harry Gold is the founder and CEO of Overdrive Interactive, an award winning digital marketing firm. He is a member of the ANA Faculty and a lecturer on search engine marketing, social media marketing, and online media. Harry teaches our Digital Marketing and Social Media Workshops.