To empower marketing leaders to design and strategically plan a data ecosystem grounded in the IDIRA® framework, focusing on the extraction of operational insights through advanced prompt engineering (CIDR Pattern) to transform static data into business decisions with an impact on the P&L
- Module 1: The IDIRA® Framework and the “Data-Driven” Paradigm (3h)
- The role of the IDIRA® framework in defragmenting data and creating a single source of truth
- Integration and Data Collection: Preparing the ground (GA4, CRM, GDPR compliance)
- Assessing the organisation’s analytical maturity level (IDIRA Canvas).
- Module 2: The CIDR Pattern: Analytical Prompt Engineering (3h)
Deep dive into the CIDR methodology for drafting requests:
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Context: Defining the situation, the role of AI, and the business objectives.
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Instruction: Formulating the analytical request precisely and unambiguously.
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Data: How to prepare and present structured datasets (CSV format, Tables) to the AI.
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Expected Result: Structuring the output format (tables, lists, comparative analyses).
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Prompt Lab: Practical exercises applying CIDR in the exploratory analysis of static datasets.
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Module 3: Actionable Insights and the “Language of the CFO” (3h)
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Transforming AI outputs into strategic decisions (Segmentation, Next Best Action).
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Linking predictive analytics to executive metrics (LTV, CAC, ROMI).
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Reports: How AI can support the structuring of dynamic reports.
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Workshop: Translating analysis scenarios generated by AI into an Executive Summary for the Board.
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Module 4: “The Art of the Possible” and the Orchestration of the Future (3h)
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Executive Demonstration (By the Trainer): The practical impact of Conversational AI in exploring complex databases (e.g., GA4), illustrating the potential of real-time data orchestration (even if full adoption is not immediate).
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Implications for team management: The new role of the “Orchestrator Marketer”.
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Module 5: Integrative Exercise – Case Study (3h)
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Solving a practical case based on market reality (e.g., resolving data silos in a B2B scenario).
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Applying the prompt library (CIDR) to extract conclusions from the case data.
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Drafting a 30-60-90 day action plan for adopting the framework.
Skills to develop By the end of this training, participants will be able to:
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Assess the readiness of their data infrastructure for AI initiatives.
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Formulate advanced analytical prompts to extract relevant information from datasets.
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Interpret AI results critically and in alignment with the company’s financial objectives.
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Lead their team’s transition towards a data-driven marketing culture
Strictly between 10 and 12 participants, ensuring personalised support during the practical labs
Designed for Data-driven Decision Makers
- The Strategic Leader: Who needs to prove ROI to the board without getting lost in spreadsheets.
- The Marketing Consultant: Who needs to know that data should be organised in the modern data-driven marketing step-by-step guides to master how to implement analytics tools.
- The Marketer: Who needs step-by-step guides to master the implementation of analytics tools.
Your Trainer
Jorge Cunha is a Consultant in Corporate Digital Marketing Analytics & Metrics. With over a decade of experience, Jorge challenges the industry with one mantra: “It is necessary to measure to manage”. Jorge specialises in transforming data into strategic decisions using the proprietary IDIRA methodology.
Invest in Your Competitive Advantage
- The individual price is 650,00 € + VAT
- In-company groups: ask for price
- 30 Days post-course support.
- Only 10 to 12 seats are available to provide close attention
- Access to the Executive Slides
- + Session of 1 hour 1:1 to complete the assessment.
Remote & Online:
– 5 Sessions each Monday starting 12th October 2026, 3:00 pm to 6:00 pm GMT Lisbon
Prerequisites
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Familiarity with digital marketing concepts and performance metrics (ROI, CAC, etc.).
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Prior experience using generative AI in a professional context.
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Note: The training is intended for executives and management profiles; advanced programming or database knowledge is not required
Register now and get your place!
FAQs
1. What is the relevance of this AI 2.0 Marketing? Many leaders experience the “adoption-value disconnect”: they use AI but don’t see a direct impact on business results. This training is essential because it provides a clear methodology (IDIRA®) and practical techniques (CIDR Pattern) to transform the use of AI into a true competitive advantage based on rigorous data analysis
2. What is the justification of the strategic importance? In the highly competitive context of B2B and B2C Digital Marketing, the transition to decisions supported by data and predictive AI is no longer optional. The IDIRA® framework ensures that organisations not only adopt the latest technologies (such as “Agentic Marketing”) but do so with solid governance, respecting the GDPR, and with an unwavering focus on return on investment (ROI), aligning the marketing team with the C-Suite’s strategic objectives.
3. How do AI agents impact the customer journey? AI agents move from assisting to deciding; they can navigate shopping options, negotiate prices directly with vendor agents, and complete transactions autonomously.
