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We have made massive steps forward in the way we manage onsite customer data over the last few years, which means the way we use it needs to change dramatically. From my talk at the Linkdex Think Tank "Predictions in 2014" here are my slides where I talk about how we are going to use onsite data next year to better understand our marketing channels
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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
