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

Integrated Marketing Around the Decision Journey (Virtual)

Customer-Focused Integrated Campaigns

(Virtual Half Day Workshop)

This virtual workshop helps you craft insight-driven customer decision journeys so you can develop customer-focused integrated campaigns.

The interactive workshop includes best practices, trends, insights, examples and case studies. You’ll learn best practices in common elements of a decision journey and how to develop relevant stages, touch points, and messaging to connect with customers at the moments that matter most.

Target Audience
Marketers who are new to the customer decision journey or looking to refresh their skills, and involved in campaign development including customer insights/behaviors, touch points and messaging.

This workshop is not relevant for those at an advanced experience journey map level and/or interested in elements outside of campaign development such as price, distribution, product innovation, etc.

Virtual Workshop Benefits
After attending this virtual workshop, marketers will be equipped to:

  1. Think from the customer’s perspective in a way that improves messaging and journey design
  2. Choose touch points strategically and make marketing more effective
  3. Understand customer emotions to craft relevant messaging
  4. Align messaging across stages and touch points

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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