Developing Actionable Customer Insights for Effective Brand Management 101

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.

(Half Day Workshop)

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 essential human truth about your customers; 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.

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.