Marketing Transformation in a Digital age
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Drive immediate business results by harnessing the power of consumer data with behavioral science.
Businesses now have unprecedented access to information on individual consumers. Where and when they buy, how they behave and, based on social media, what they like and share with others. Advancements in behavioral science shows that consumer behavior is driven by internal and external factors, proving more than ever that content isn’t king, context is. Understanding how such factors influence decision-making helps contextualize marketing data.
In this three-day curriculum you will learn actionable techniques to drive disruption and rethink the consumer journey that combines understanding of big data and consumer behavior. You will gain a deeper understanding of the key drivers of choice and customer experience in digital channels like mobile and social. Most importantly, you will hone your skills as a decision maker in an ever-changing digital age.
Developed in concert with Yale Center for Customer Insights, Marketing Transformation in a Digital Age embeds leading research from YCCI professors as well as real world advice from industry practitioners, and Executive Fellows at SOM, Jon Iwata (former Chief Brand Officer, IBM) and Seth Farbman (former Chief Marketing Officer, Spotify). You not only gain access to their insights but are in conversation with the experts themselves and your peers—this type of interactive learning is only available at the Yale School of Management.
Learn how to drive growth using cutting-edge behavioral research to:
- Reimagine your customer’s journey
- Utilize the digital social network as a listening tool, brand builder, and design development lab
- Design memorable customer experiences, better frame brand value, optimize marketing decision making, and integrate new data streams to supercharge your CRM
- Develop an actionable toolkit for managing your brand and organizational effectiveness through turbulent and evolving times
Who should attend
The program is crafted for executives with at least 8 years of experience who lead functional teams in areas such as marketing, branding, insights, innovation, product management, digital strategy, and communications.