When it comes to content, ”data-driven“ has been the watchword for a while now. Site analytics, media metrics, surveys, device behaviors, video views, social sharing, clicks—every one of these metrics is used as proof in our industry. We started, not that long ago, calling these data points "insights."
XX% increase in visitors who buy, if they saw X piece of content.
People in X age group are more likely to read reviews before deciding to purchase.
The chances of subscription skyrocket after reading X articles.
These aren't insights. They're data points. And content created against data points is missing an essential piece of the puzzle: the understanding of why people do what they do.
Letting data overtake insights has led many of us to confuse the journey we want to take people on (the sales funnel), for the journey that people actually take (the customer journey). It's time to rethink the way we understand and interpret data.
In this session, you'll:
Jon is a strategic planner at Publicis in Toronto. He's spent the last nine years working in planning and strategy, helping companies develop a better understanding of customer behavior, what influences it, how they fit into it, and what they can do to impact it.
Usually, that means researching, testing, and developing working models of how customers engage with brands and content across different channels, demographics, and categories.