Leveraging Insights: Solutions For Innovative Growth

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Dates & Times

Start Date/Time:  Monday, June 7, 2010 at 8:00am
End Date/Time:  Monday, June 7, 2010 at 5:00pm

Venue/Location

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Course Description

What do your customers want? Why do they buy and how do they choose? When you know how to get the answers to these and other vital questions, you have the insight and ability to achieve greater results for your marketing investment.

Knowing what consumers buy is important.  Knowing why the buy is the insight competitive advantages are made of. 

Marketers must start with a fundamental shift in thinking-the consumer is in control. This program provides insight into the strategies needed to create a customer-driven organization as well as an understanding of the techniques and skills needed to execute customer centric strategies. Participants will address their own customer-centric challenges and create a blueprint to effectively build a customer-centric organization positioned for growth and profitability.

What Participants Can Expect
In this highly interactive practical one-day workshop, participants will learn how to identify, collect, analyze and apply types of customer insights that can improve every aspect of your sales and marketing activities. Via a series of practical exercises trainees will become familiar with the many tools and techniques needed to turn theory into practice. Participants will gain an appreciation for the growing importance of customer insight within organizations, and how opportunities for insight are identified, analysed and put into marketing practice.  Case studies will be presented plus a variety of real-world examples designed to provide you with the necessary tools and frameworks to implement change throughout their organizations.

A key benefit of this program is that participants will spend much of their time developing strategies to address their own company-specific challenges around customer centricity.

Who Is this course for?
Designed for executives in business-to-business or business-to-consumer companies, this program is highly beneficial for those who have the authority to initiate change across their organizations and those who know the importance of putting customers first. This course is particularly valuable for marketing analysts, data analysts, database managers and data planners responsible for the implementation of customer insight strategies as well as marketers wishing to gain a greater understanding of the principles behind effective customer insight.

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Class Agenda

The agenda has not been published for this conference. (CA)

Class Instructors

Michael joined ANA in September 1995, after an extensive packaged goods marketing career. He gained wide-ranging experience as a product manager at General Foods and Borden; new products specialist at Anheuser-Busch; and vice president, marketing at Martlet Importing Company (Molson Beer). Following a stint on the agency side, where Michael was responsible for the Nestlé Frozen Novelties, Borden Snack Foods, and Citibank accounts, he joined the ANA. He is currently responsible for strengthening relationships with member companies, broadening the membership base and business development.

Michael has an M.B.A. from InterAmerican University, a degree he earned while serving as an officer in the U.S. Navy and a B.S. in marketing from Wharton School of Business, University of Pennsylvania.

Michael joined ANA in September 1995, after an extensive packaged goods marketing career. He gained wide-ranging experience as a product manager at General Foods and Borden; new products specialist at Anheuser-Busch; and vice president, marketing at Martlet Importing Company (Molson Beer). Following a stint on the agency side, where Michael was responsible for the Nestlé Frozen Novelties, Borden Snack Foods, and Citibank accounts, he joined the ANA. He is currently responsible for strengthening relationships with member companies, broadening the membership base and business development.

Michael has an M.B.A. from InterAmerican University, a degree he earned while serving as an officer in the U.S. Navy and a B.S. in marketing from Wharton School of Business, University of Pennsylvania.

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