Integrated Marketing around the Decision Journey

This event is over.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.


Lack of insight into the customer’s decision-making process leads to missed opportunities and marketing inefficiency.    Knowing why, when, how, and where customers engage with your category is essential for brands that want to interact with customers when, how, and where it matters most.  

This workshop focuses on three critical mapping elements: stages, touch points and messaging. You will see examples of how companies use insightful customer decision journey mapping to grow their brands.

This workshop is an excerpt of the ANA school of Marketing full day workshop “Integrated Marketing around the Decision Journey.”  The full day version of the workshop adds additional content such as buyer personas and helps you develop your skills.  The full day also offer you the option to build, during the workshop, a wireframe customer decision journey map on one of your actual upcoming campaign projects.


Who Is This Workshop For?

  • Individuals responsible for managing marketing communications and the customer experience, who are or will become decision-makers.  This includes marketers working in Customer Experience, Advertising, Public Relations, Promotions, Digital, Social, Mobile, Experiential, Media, etc.
  • Those who want to learn how to develop customer-focused, insight-driven integrated campaigns to enhance the user experience

Download the full benefits here

  • Set the Stage (30 min)
  • Determine Decision Journey Stages by Understanding Customer Mindsets (60min)
  • Break (15 min)
  • Strategically Choose Decision Journey Touch Points (60 min)
  • Break (15 min)
  • Engage Customers Through Relevant Decision Journey Messaging (60 min)
  • Strategically Choose Decision Journey Touch Points (60 min)
  • Closing (15 min)



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.