Marketing and Sales

Building Intelligent Recommendation Systems for Personalised Products

Move intelligent product recommendation from general awareness to a repeatable, reviewable practice.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Intelligent Recommendation Systems for Personalised Products
5days

About the programme

Course Overview

Attribution in intelligent product recommendation is imperfect; that is not a reason to stop measuring it. Buyers now complete much of their decision on the marketing and commercial practice capability before speaking to anyone. Exercises escalate in difficulty, ending with the ambiguous situations that make the wider marketing and commercial practice agenda hard in practice. It is written for people who have to make intelligent product recommendation work with the resources they already have. Practitioner evidence points the same way: this strand of marketing and commercial practice improves fastest where responsibility for it is named and owned. It treats the marketing and commercial practice capability as an operating discipline and equips participants to run it as one. A common pattern is strong design of intelligent product recommendation paired with weak follow-through. The result is the confidence to make and defend decisions about this area of marketing and commercial practice under scrutiny. The programme closes with an action plan for the marketing and commercial practice discipline that each participant writes for their own organisation.

Expected Learning Outcomes

  • Select indicators that show whether intelligent product recommendation is improving, and reject those that only look useful.

  • Plan expansion of intelligent product recommendation into new segments or markets deliberately.

  • Compare the organisation's handling of intelligent product recommendation with recognised practice, and close the material gaps.

  • Structure pricing for intelligent product recommendation to reflect value rather than cost.

  • Protect the brand while pursuing short-term targets in intelligent product recommendation.

  • Build the internal capability for intelligent product recommendation rather than depending on external support indefinitely.

  • Set the attribution model for intelligent product recommendation and understand its limits.

Who Should Attend

  • Technical staff being prepared for supervisory responsibility over intelligent product recommendation.

  • Account managers responsible for retention within intelligent product recommendation.

  • Marketing managers responsible for intelligent product recommendation.

  • Brand and communications specialists shaping intelligent product recommendation.

  • Anyone whose accountability for intelligent product recommendation exceeds their current formal training in it.

  • Customer experience managers improving intelligent product recommendation.

Course Modules

Open any module to see its sessions and topics.

01

Intelligent product recommendation: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1Keeping intelligent product recommendation alive after the initial push

  • Describe the buyer for intelligent product recommendation specifically enough to name who is excluded.
  • Identify the data already collected that bears on intelligent product recommendation.
  • Document the sales process for intelligent product recommendation so a new joiner can follow it.
  • Build the report on intelligent product recommendation that answers whether to spend more or less.

Session 2Where the buyer actually decides on intelligent product recommendation

  • Write the positioning claim for intelligent product recommendation and test whether a competitor could say it too.
  • Draft the minimum viable go-to-market plan for intelligent product recommendation.
  • Review whether short-term tactics on intelligent product recommendation are damaging the brand.
  • Set objectives for intelligent product recommendation in revenue terms with a timeframe.
02

Intelligent product recommendation: objection handling and negotiation

2 sessions · 8 points

Session 1Qualifying out of intelligent product recommendation early and without guilt

  • Agree what will be standardised in intelligent product recommendation and what will not.
  • Confirm that those complying with intelligent product recommendation understand why it exists.
  • Set out the decisions in intelligent product recommendation that require sign-off and by whom.
  • Set the discount authority for intelligent product recommendation and require justification.

Session 2Getting other functions to support intelligent product recommendation

  • Compare the cost of intelligent product recommendation with the cost of its absence.
  • Set out how exceptions to intelligent product recommendation are requested and approved.
  • Record what was learned when intelligent product recommendation did not go as planned.
  • Structure pricing for intelligent product recommendation against perceived value.
03

Intelligent product recommendation: audience definition and segmentation

2 sessions · 8 points

Session 1Handling the objection to intelligent product recommendation that ends most conversations

  • Compare cost of acquisition against value in intelligent product recommendation.
  • Test creative for intelligent product recommendation at small scale before full commitment.
  • Reduce the variation in how intelligent product recommendation is carried out between teams.
  • Define the handover point between marketing and sales in intelligent product recommendation.

Session 2The handover between marketing and sales in intelligent product recommendation

  • Close out actions on intelligent product recommendation rather than leaving them open indefinitely.
  • Name a single owner for each element of intelligent product recommendation.
  • Prepare the summary of intelligent product recommendation that senior management will read.
  • Select channels for intelligent product recommendation based on evidence, then cut the rest.
04

Intelligent product recommendation: channels, content and creative

2 sessions · 8 points

Session 1Reading the current state of intelligent product recommendation honestly

  • Confirm that reporting on intelligent product recommendation reaches the people who can act.
  • Map the decision journey for intelligent product recommendation and mark where the choice is actually made.
  • Measure lifetime value from intelligent product recommendation, not just first purchase.
  • Arrange the handover of intelligent product recommendation so capability survives staff changes.

Session 2The claim about intelligent product recommendation competitors cannot copy

  • Define qualification criteria that disqualify quickly in intelligent product recommendation.
  • Distinguish symptoms from causes when intelligent product recommendation underperforms.
  • Choose the next segment for intelligent product recommendation and state why it is next.
  • Define acceptance criteria for intelligent product recommendation in advance.

Choose the package that suits you

Silver Package

At least 3 people

USD1,250
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Gold Package

At least 3 people

USD1,850
  • 5-night stay in a 5-star hotel
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Complete your registration

We will contact you within one business day to confirm.

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