E-Commerce Masterclass

12 March 2026

As digital platforms become increasingly automated, creative quality and customer understanding have become the true performance drivers. Algorithms such as Meta’s evolving optimisation systems now reward creative diversification and relevance, making shallow targeting strategies less effective.

This masterclass explores how brands can deeply understand their customers and translate those insights into high-performing creative across brand and performance channels. Through a structured framework, live examples and guided exercises, participants will build a practical customer insight document for their own business and learn how to turn real customer feedback into compelling hooks, angles and campaign direction.

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In this masterclass, you will learn:

  • Understand how Meta and other platforms now reward creative variation and audience relevance
  • Analyse customer reviews and feedback to uncover meaningful brand insights
  • Build a structured customer “5W avatar” profile grounded in real data, defining clearly: Who they are, What they need, Why they buy, When they purchase, and Where they are found
  • Translate insight into actionable creative hooks and messaging angles
  • Align brand and performance marketing around a shared understanding of the customer
  • Leave with a working guidance document tailored to their own business

Designed for:

Key roles:

  • E-commerce Managers and Directors
  • Heads of Performance Marketing
  • Brand Managers
  • Marketing Directors
  • Creative Leads
  • Agency strategists working with retail clients

Company type:

  • Retail and fashion brands
  • Direct-to-consumer businesses
  • Digital-first product brands
  • Growing Nordic e-commerce businesses

Experience level:
Mid to senior professionals responsible for creative strategy, digital performance or brand positioning.

Session Structure

  • Main focus areas:
    1. The Changing Landscape of Digital Marketing
      How platform automation, algorithm shifts and creative diversification are reshaping paid media performance.
    2. Deep Customer Understanding Through Review Analysis
      Extracting insight from Google Reviews, Trustpilot and other platforms to understand what customers truly value.
    3. Building the 5W Customer Avatar
      Creating a structured customer profile that guides messaging, positioning and creative development.
    4. From Insight to Creative Execution
      Developing hooks and angles for campaigns that strengthen both performance and brand equity.
    5. Cross-Industry Application
      Case examples from retail and experiential brands, demonstrating how the framework applies universally.

    Interactive elements:

    • Participants analyse their own review data live
    • AI-supported insight extraction
    • Guided development of customer insight documents
    • Creative angle brainstorming session

Your Trainers

Adam Smith & Laura Hanlon

Adam & Laura are digital growth and creative strategy specialists with extensive experience helping retail and e-commerce brands align brand insight with performance execution. His work combines structured customer understanding with practical paid media strategy, enabling businesses to develop creative that resonates in increasingly automated digital environments.

They have applied this framework across multiple industries, including retail, fashion and experiential brands. Their methodology blends structured customer insight analysis with actionable creative direction, producing tangible performance improvements while strengthening long-term and sustainable growth.

About &Allies Agency (UK)

&Allies approach to brands utilises a deep understanding of customer behaviour – using research, insight and creative testing to build campaigns that resonate, convert and scale.

Andallies.co.uk

Date/Time:

12 March 2026
9:00 – 12:30

Location:

Brand Leadership Community
Copenhagen Denmark

Tickets:

1,595.00 dkk (Special Introductory Price)
Inc Moms/VAT

Book Here