Wednesday, Oct 16, 2019 2:45 pm
The Nature of Intent: How to Nurture and Measure throughout the Customer Journey
Speaker: Aiden Carroll, Co-Founder, The Colouring In Department
Moderator: Jono Alderson, Special Ops, Yoast
Right, as marketing folk we -know- that our customers take their own unique journey, and their intent at each stage will change –only– when they are ready to move to the next stage in the relationship. As a business, surely you’d want to be found for every stage of the journey? For all queries? In all circumstances?
Of course you would.
Now, how do you do it?
Aiden believes it’s a blend of the customer journey, keyword modifiers and a sprinkle of UX customer empathy mapping, but that’s a bit of a mouth full so he just called it – “The Consumer Cross Stitch” © – and this talk will walk you through it.
On top of that, since you can’t get away without measuring your work, wouldn’t it be dandy to show the person who signs the cheque – aka your budget, your agency, your job, the impact of the work –you– are doing? Nodding yes? Thought so. In this session Aiden will show you how to use your Google Analytics to correctly attribute your work across the customer journey. Very handy, considering most reports skew in favour of the last channel, campaign or page that scored the goal – thereby, getting all the credit. So, let’s even the decks so to speak, and play fair.