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

Developing Actionable Customer Insights for Effective Brand Management 101 (EBM Mastery)- Virtual Training

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the first workshop in the “Effective Brand Management Mastery Program,” a four-part virtual workshop series designed to give you a broad exposure to all facets and levels of Brand Management. If you want to achieve mastery and attend the four-part series (EBM Mastery Program 101, 201, 301, and 401), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop, attend all four workshops in sequential order (there are no substitutions of past or future workshops), and complete the survey for each workshop.

Register below for Developing Actionable Customer Insights for Effective Brand Management 101 (2:00 to 5:00 p.m. EDT, 1/09)

Click HERE to register for Building a Brand Management Framework for Effective Brand Management 201 (2:00 to 5:00 p.m. EDT, 1/11)

Click HERE to register for Integrated Marketing Planning for Effective Brand Management 301 (2:00 to 5:00 p.m. EDT, 1/17)

Click HERE to register for Integrated Marketing Execution for Effective Brand Management 401 (2:00 to 5:00 p.m. EDT, 1/18)

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.

Download the full benefits here

Setting the Stage (15min)

Introduction to Insight-Led Marketing (30min)

Market Segmentation (45min)

Break (15min)

Discovering Your Customer Needs and Human Truth (75min)

Implementing an Insight-Led Approach Within Your Organization (45min)

Summary of Learnings (15min)



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.