using data to revolutionise your digital strategy - linkdex think tank 2014

Using Data to Revolutionise Your

Digital Strategy

ANDY MILLER BLUEGLASS.CO.UK

@ANDYJM101

@ANDYJM101

Meet Elaine & Ted

Elaine & Ted are customers from your site…

This is how you might recognise Elaine & Ted

Elaine & Ted

Historically, we have seen users as several single visitors

Audience Overview

But actually they love your brand!

So we use channels to target them…

DISPLAY

Oh wait…

• Geographical • Device

• Interest • contextual

• Interest • Personal

• Owned data • Keyword???

But that just turns them into this:

Elaine & Ted

Traffic Sources

Historically, we have treated traffic by their source / keyword

Our challenge in 2014:

User Data

Visitor Data

We need to find intent by looking at how users interact.

It’s not all about the source!

Use event tracking to measure every interaction.

Segment users by how they move through your site

It’s not about how many times they’ve been to the

site…

Or even how they got there…

What stage are they in the buying cycle?

It’s about their intent!

/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

By accurately inferring the user’s intent…

We can start to accurately target Content and SEO

DISPLAY

Understand where channels fit in

Use intent specific CRO to direct users

Ultimately integrate all channels to target the user

DISPLAY

Becomes the new Basket value!

Which means: Lifetime value

So…

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

ANDY MILLER amiller@blueglass.co.uk BLUEGLASS.CO.UK

@ANDYJM101