RESERVE MY SPOT

Every sales and marketing team needs a strategist who is also the champion of the customer: Someone who knows their customer and program data inside and out, and with the experience and empathy to create purposeful and valuable connections.

Susannah has more than 20 years’ experience, in client-side and agency side both, using customer behavioral and demographic/psychographic data, customer research, and campaign performance data to help Fortune 500 companies reach their customers in meaningful ways and achieve results that propel the business.

In her current role as Director of Strategic Intelligence at Avadim Health, she uses her expertise in all things data to create engagement plans, built on powerful insights, reaching customers where they are in their journeys.  Her ninja power is combining the right message with the right channel – and informing creative, informing product, informing sales and informing measurement and performance strategies in the process.  In her spare time, she runs Avadim’s email programs for its (current) 4 brands, and consults on CRM/email integration.  

Prior to Avadim, Susannah was the Director of Customer Experience at Barkley, one of the largest independent and 100% employee-owned advertising agencies in the U.S.  At Barkley she pioneered Customer Journey mapping – initially as a method to better deliver the right email content to the right segments at the right time, as part of omnichannel engagement strategy in her role of Director of CRM – and later as a stand-alone consulting practice for the agency’s clients.

She has spoken at SXSWi on Customer Journey and at Forrester’s Customer Intelligence Council on Presenting complex insights to CMOs.  She is a member of Mensa International, and a board member on for the local Mensa chapter, Past-President for the Kansas City Data-Driven Marketing Association, and a member of the international online group, Women of Email.

The objective of this course is to gain an understanding on how data is used to inform, target, personalize, predict and measure; and then how to use that data to reach customers in engaging and impactful ways.  The course will spend a week on principals around getting and working comfortably with marketing customer and program data, and then the next two weeks on how to incorporate data into direct one-to-one communications with a deep-drive focus on email marketing.

At the end of this course, students will learn:

• What kinds of data is available and how it’s used in marketing today

• How data is stored and accessed (database organisation)

• What to measure and report - and how to present it

• How to plan and create a successful one-to-one communications program

• Tactical best-practices for successful email execution

SKILLS:

- Email Marketing

- Analytics

- Digital Marketing

- Customer Experience

- Marketing Strategy

- Marketing Communications

DATE: 27 Apr - 15 May, 2020

DURATION: 3 Weeks

LECTURES: 3 Hours per day

LANGUAGE: English

LOCATION: Barcelona, Harbour.Space Campus

COURSE TYPE: Offline

Director Strategic Intelligence Group,
 Avadim Health

Data drives every component of marketing today, from knowing who to target with what message and when, to knowing how effective a campaign or tactic was. But most marketers struggle with either having too much data, or not having the right data to demonstrate measurable returns from their data-driven marketing activities. Marketers are expected to boost awareness, speed-up conversion, and create value in each engagement to engender loyalty and most are not sure how much their data helps in each of those tasks.

This course is designed to help marketers understand the data they have, the data they need, and how to use it to drive higher marketing efficiencies - especially in direct one-to-one communications like email, mobile push and text.

WHAT YOU WILL LEARN

ABOUT SUSANNAH

DATE:  27 Apr - 15 May, 2020

DURATION: 3 Weeks

LECTURES: 3 Hours per day

LANGUAGE: English

LOCATION: Barcelona, Harbour.Space Campus

COURSE TYPE: Offline

DATA-DRIVEN & 
EMAIL MARKETING

DATA-DRIVEN & 
EMAIL MARKETING

SUSANNAH
SULSAR

COURSE OUTLINE

HARBOUR.SPACE
UNIVERSITY

HARBOUR.SPACE UNIVERSITY

BIBLIOGRAPHY

The Power & Profit of Knowledge: 
A Market Research Primer For 
Small Business 
by Susan K Spaulding

How to Identify a Target Market 
and Prepare a Customer Profile
by Edward Lowe