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Do you want to improve the quality of the insights you deliver to your business?
The chances are that your company will have no shortage of information, from loyalty card, sales and EPOS data, to consumer surveys and market research. Accessing it isn’t the problem; the challenge is to distil the reams of information and turn it into meaningful, actionable insights that can help your business work smarter, quicker and more effectively.
The IGD Academy’s data-driven insights workshop is your solution. This interactive, one day workshop, takes you through the end-to-end process from identifying the information you need, through to delivering actionable insights. Throughout the workshop, you will work through the process and templates which will help you create your own insights as you develop your own business strategies. These range from deciding appropriate growth strategies for retailers and suppliers through to deciding relevant and effective in-store tactics.
- Identify the most appropriate data sources to address different business issues
- Demonstrate the difference between information and insight and how to generate an insight utilising a simple process
- Develop strategic and tactical plans by applying the learning from this workshop
- Distil information into insight and then translate it into relevant business applications
- Overcome any potential barriers to using insights within your business
We’ve designed this workshop for everyone involved in brand and trade marketing, category management, business planning and data insight functions. It is suitable for anyone wishing to develop their skills, make an impact and add value to the business by honing their techniques of analysis and insight delivery
- Account Manager
- Business Analyst
- Buyer
- Buying Assistant
- Category Analyst
- Category Development Manager
- Category Marketing Manager
- Category Manager
- Category Insight Manager
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- Head of Category Management
- Insight Manager
- Market Analyst
- Marketing Manager
- Product Manager
- Pricing Analyst
- Sales Manager
- Sales Finance Manager
- Space Planner
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We know that people learn in different ways: by sight, sound and touch. This workshop is highly visual, interactive and practical. Group exercises and discussions are used throughout and we ensure that attendees ‘learn by doing’ so that you can apply your new knowledge and skills back in your business. Case studies and best practice examples are used throughout. You will also receive templates which can be customised to your business, which will help you develop your own insights as part of the decision making process.
Participants will receive a copy of the key training materials and a comprehensive glossary of category management, range and space related terms.
The workshop starts at 9.00am and finishes at 17.00pm
| WHAT IS AN INSIGHT? HOW TO GENERATE INSIGHT AND TYPES OF INSIGHT |
- Welcome - meet your course tutor and other delegates
- What is insight? Insight vs information
- The insight generation process
- When to look for an insight and insight creation
- Observation to insight exercise
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| WHAT INFORMATION IS THERE? DERIVING OBSERVATIONS AND IMPLICATIONS |
- The types of data available and what questions they will help you to answer
- How to analyse data, turning observations into implications
- Get your hands on some real life examples using case studies
- How to identify when you need further information to get to the true insight
- Observation to implication exercise
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| HOW TO HOOK AN INSIGHT |
- How to get to an insight and identify when you’ve reached it
- Your insight checklist and examples
- Consumer insight exercise
- Using various media examples, ascertain what insight may have driven campaign creation
- Implication to insight exercise
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| UTILISING INSIGHT TO CREATE STRATEGY AND TACTICS |
- Purpose of strategies and the creation of strategies
- Insight ranking tools
- When and how insights can drive strategy for competitive advantage
- How to create tactics to support your identified strategies
- Selling it in – internally and externally
- What do you need to establish or communicate within your company
- Personal action plan – what are you going to do differently tomorrow?
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24 April 2012 |
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