Developing Actionable Customer Insights for Effective Brand Management (101) (Half Day)

Effective Brand Management Mastery Program 101
(Half Day Workshop)

Workshop Description
The most effective marketing is built on a firm foundation of customer insight. True insight into our customers’ mindset means going beyond raw data and rational information to find the underlying emotional needs that drive behavior. Today as brands compete to establish their unique space in the market, having a deep understanding of customers is a competitive edge that can help you drive a truly customer centric brand experience.

This workshop is designed to help marketers develop actionable insights that will drive successful marketing programs. During the session you will learn about how to get the most from the research and data available inside your company, to create insights that matter. We will cover the principles of insight led marketing; how to gather data; finding the; effective segmentation; and how to implement an insight led approach within your organization. We will use the Customer Insight Tool throughout the program which will give you a framework for developing your insights and something to take back to your day job.

This is an interactive program with ample exercises that will allow you to build your skills and practice insight led marketing. You will work with others on case studies and group exercises and each module is packed with insightful examples.

This is the first installment in the ANA’s four-part series “Effective Brand Management Mastery Program”, where participants gain an understanding of branding principles and develop expertise in effectively managing brand identity, positioning, and communication throughout the customer lifecycle.

In this installment, participants learn market segmentation (B2B / B2C) and how to use customer insights to inform decision making. In later installments of this Mastery Program, participants will dive into defining brand values, omnichannel marketing techniques, and more.

Who is this workshop for?
This workshop is for marketing managers and marketing directors who are responsible for developing campaign plans, activations, and marketing strategies. A research background is not needed for this program.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth:

This workshop helps attendees improve marketing effectiveness by teaching them:

How to better understand and empathize with customers
How to make better decisions on campaigns and activations that are driven by customer insight
Techniques from driving greater relevance in your marketing

This workshop helps attendees increase marketing efficiency by teaching them:

Methods that will improve the targeting of your campaigns and activations
Giving you a framework that can be used in briefing and planning sessions
How to make the best use of internal data and research

This workshop helps attendees improve marketing ROI by teaching them:

Demonstrating how to use customer insight to drive better results
How to increase your chances of action from your customer

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

How to use customer insight as a way of engaging other departments and ensuring that they are making decisions rooted in a deep understanding of the customer
How to create a common language around the customer within the organization
How to work more effectively with research and data teams

Download the full agenda here

Simon Bradley

Founder, Simon Bradley Marketing

Simon is a senior marketing leader and founder of Simon Bradley Marketing, which provides hands-on expertise and practical support to marketing organizations through project sprints, consulting and training. He has extensive client-side experience with brands like Virgin Atlantic Airways, VisitBritain, the New York Knicks, The Radio City Rockettes and Madison Square Garden. At Virgin Atlantic, Simon led the airline’s U.S. marketing across twelve markets and was responsible for building the brand, e-commerce, B2B marketing and CRM. At The Madison Square Garden Company, he was responsible for marketing strategy and consumer engagement and worked across a broad portfolio of world class brands.

Simon has been based in the U.S. for the last 14 years and has also led marketing teams across the world including the U.K., Canada, Sweden, Denmark, Norway, Finland, Brazil and Mexico. In addition to working with a broad range of clients, he is also an Adjunct Professor at New York University and leads Master’s programs in Digital Marketing and Integrated Marketing.

Born and educated in the U.K., he graduated in History from Bristol University and followed this with Tourism Management and Chartered Institute of Marketing Graduate diplomas.

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