Using Data to Revolutionise Your Digital Strategy - Linkdex Think Tank 2014
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Transcript of Using Data to Revolutionise Your Digital Strategy - Linkdex Think Tank 2014
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Using Data to Revolutionise Your
Digital Strategy
ANDY MILLER BLUEGLASS.CO.UK
@ANDYJM101
@ANDYJM101
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Meet Elaine & Ted
Elaine & Ted are customers from your site…
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This is how you might recognise Elaine & Ted
Elaine & Ted
Historically, we have seen users as several single visitors
Audience Overview
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But actually they love your brand!
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So we use channels to target them…
DISPLAY
Oh wait…
• Geographical • Device
• Interest • contextual
• Interest • Personal
• Owned data • Keyword???
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But that just turns them into this:
Elaine & Ted
Traffic Sources
Historically, we have treated traffic by their source / keyword
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Our challenge in 2014:
User Data
Visitor Data
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We need to find intent by looking at how users interact.
It’s not all about the source!
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Use event tracking to measure every interaction.
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Segment users by how they move through your site
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It’s not about how many times they’ve been to the
site…
Or even how they got there…
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What stage are they in the buying cycle?
It’s about their intent!
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/category
Awareness of needs Referral/long tail
searches
Assessment of Alternatives Short/medium tail searches
Decision Exact product
searches
/category /category/product
Informational content, videos, blogs
/category /home
Product purchase Multiple products,
reviews
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By accurately inferring the user’s intent…
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We can start to accurately target Content and SEO
DISPLAY
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Understand where channels fit in
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Use intent specific CRO to direct users
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Ultimately integrate all channels to target the user
DISPLAY
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Becomes the new Basket value!
Which means: Lifetime value
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So…
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It’s not about the data - it’s about what you infer
1 part data nerd
1 part empathic marketer
The data analysts of next year