Author Archives: yanamowat

Talk data to me: understanding the customer journey in a mobile-first world

Today I am presenting at the TFM conference to discuss how the use of data can transform your customer journey. TFM is a leading event for marketers to get together and discuss all things innovative. I will be demonstrating how to use your data to improve campaign performance and customer experience within a 20-minute presentation. Below […]

Customer Journey Analysis: A Beginner’s Guide

Ready to crank up the conversions? This is a beginner’s guide to the Customer Journey Analysis, our method of drawing actionable insights from a site’s user behaviour. Just imagine understanding your customers’ needs, their behaviours, their decision-making processes. With the Customer Journey Analysis, it’s more than possible – it’s guaranteed.

Marketing Alchemy: Turning Big Data into Big Insights

 “Big data really isn’t the end unto itself. It’s actually big insights from big data. It’s throwing away 99.999% of that data to find things that are actionable.” –       Bob Borchers, Chief Marketing Officer for Dolby Laboratories Data and knowledge are two very different things. Data without knowledge is about as useful as having petrol […]

Bringing multi-channel analytics into the marketing mix

We have recently discussed how important it is to have an overview and analyse the whole sequence of marketing channels leading to leads and transactions. For example, if a channel mostly performs as the initiator of communication with potential customers, the use of hard calls-to-action asking a person to buy now might not work as […]

Data Driven Business – A roundup from the major data analytics conference

Last week I went to the Data Driven Business conferences, which are essentially eMetrics, Conversion Conference, and Predictive Analytics World all at the same venue in London. In terms of analytics maturity, I would say that eMetrics was more intended to deliver the business value of data analytics to a wide audience, Conversion Conference was […]

Analytics reveals the psychology of impulse purchases

Maximising the basket value. It’s the Holy Grail for any e-commerce website. But what’s the best way to upsell at the basket? Why do people impulse buy? Why do different groups of people add products of different value? In this week’s analytics roundup, I’ll help answer these key questions with the help of analytics data. […]

Micro-moments in Digital Marketing

“Micro-moments” is a new buzz-word in digital marketing inspired by the rise in mobile browsing. Mobile changed the way customers interact with brands, so to use the same analytics approach as for desktop misses a huge amount of insight. By breaking interactions down into real-time, intent-driven micro-moments, businesses can gain a much deeper understanding about […]

Getting good data – An excellent example from The Economist

We love data. It helps inform everything we do, backs up everything we say, and helps demonstrate our success. But often the challenge is how to gather that data in the first place. Analytics is a great start, but what if you need more qualitative data? Most of the data we can collect with web […]