yanamowat

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

yanamowat | September 28, 2017

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.…

Customer Journey Analysis: A Beginner’s Guide

yanamowat | September 1, 2016

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,…

Marketing Alchemy: Turning Big Data into Big Insights

yanamowat | March 8, 2016

 “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…

Bringing multi-channel analytics into the marketing mix

yanamowat | December 1, 2015

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…

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

yanamowat | November 2, 2015

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…

Analytics reveals the psychology of impulse purchases

yanamowat | October 29, 2015

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…

Micro-moments in Digital Marketing

yanamowat | October 23, 2015

“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…

Getting good data – An excellent example from The Economist

yanamowat | October 15, 2015

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…