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

1. Using Data to Revolutionise Your
Digital Strategy
ANDY MILLER
BLUEGLASS.CO.UK
@ANDYJM101
@ANDYJM101

2. Meet Elaine & Ted
Elaine & Ted are customers from your site…

3. This is how you might recognise Elaine & Ted
Audience Overview
Elaine & Ted
Historically, we have seen users as several single visitors

4. But actually they love your brand!

5. So we use channels to target them…
DISPLAY
Oh wait…
• Geographical
• Device
• Interest
• contextual
• Interest
• Personal
• Owned data
• Keyword???

6. But that just turns them into this:
Traffic Sources
Elaine & Ted
Historically, we have treated traffic by their source / keyword

7. Our challenge in 2014:
User
Data
Visitor
Data

8. It’s not all about the source!
We need to find intent by looking at how users interact.

9. Use event tracking to measure every interaction.

10. Segment users by how they move through your site

11. It’s not about how many times they’ve been to the
site…
Or even how they got there…

12. It’s about their intent!
What stage are they in the buying cycle?

13. /category
/category
/home
/category
/category/product
Informational
content, videos, blogs
Multiple products,
reviews
Product purchase
Awareness of needs
Referral/long tail
searches
Assessment of Alternatives
Short/medium tail searches
Decision
Exact product
searches

14. By accurately inferring the user’s intent…

16. We can start to accurately target Content and SEO
DISPLAY

17. Understand where channels fit in

18. Use intent specific CRO to direct users

19. Ultimately integrate all channels to target the user
DISPLAY

20. Which means: Lifetime value
Becomes the new Basket value!

21. So…

22. It’s not about the data - it’s about what you infer
The data analysts of next year
1 part data nerd
1 part empathic marketer

23. ANDY MILLER
amiller@blueglass.co.uk
BLUEGLASS.CO.UK
@ANDYJM101