Developing Actionable Customer Insights for Effective Brand Management (101) (Virtual) | School of Marketing | ANA

Developing Actionable Customer Insights for Effective Brand Management (101) (Virtual)

Effective Brand Management Mastery Program 101
(Half Day Virtual 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 virtual 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 essential human truth about your customers; effective segmentation; and how to implement an insight led approach within your organization. We will use both the Market Segmenting Tool and Customer Persona 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 also 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

    Simon is an international marketing leader with extensive client side experience with brands like Virgin Atlantic Airways, the New York Knicks, The Rockettes and Madison Square Garden. He is also an Adjunct Professor in Integrated Marketing at New York University.