By knowing, understanding, targeting and better engaging with your audience you can help boost the performance of your website

1. Finding, understanding & using demographic data to boost website performance
Matthew Jackson – Chief Search Strategist
@M4Jackson, @Branded_3

2. AUDIENCE ENGAGEMENT
at the heart of every strategy

3. Know Your Audience

4. Incite [in-sahyt] –verb (used with object), -cited, -citing. to stir, encourage, or urge on; stimulate or prompt to action
Automotive pathways to purchase
Automotive research conducted in May 2013 for St Ives by Incite Marketing planning

6. Who is your Analytics Audience?

7. Likes / Dislikes?

8. Marketing

9. A Content Marketing User Model
“I want a holiday but not sure where”
“I know I want to go to Majorca but don’t know where to stay”
“I want to stay in Palma and I want to find the best deal for me.”
Browser
Researcher
Buyer
£££
£££
£££
Keywords:
‘holiday’
‘cheap holiday’
Keywords:
‘hotels in Majorca’
‘things to do in Majorca’
Keywords:
‘hotel in Palma reviews’
‘flights to Palma’
Mind-set: Intrigued
Mind-set: Engaged
Mind-set: Committed

10. Keyword Strategy

11. Personalisation

16. Search Visibility
Sitecore powered Website goes live

18. http://www.pornhub.com/insights/
Pornhub – “Big Data”

19. http://www.buzzfeed.com/alanwhite/pornhub-just-released-its-data-on-uk-viewing-habits-and-its
http://gizmodo.com/the-ultimate-breakdown-of-how-people-watch-porn-online-1626618056
http://www.eluniversal.com.mx/nacion-mexico/2014/vive-mexico-furor-porno--1023313.html
http://digg.com/2014/barbie-careers-in-porn

23. http://www.telegraph.co.uk/women/womens-health/10985082/Designer-vagina-surgery-most-popular-with-18-24-year-olds.html
http://www.dailymail.co.uk/femail/article-2667003/Blackpool-boob-job-capital-UK-south-west-comes-Botox-enlightening-new-cosmetic-surgery-report.html

24. A few tips…
#1
Understand & Exploit
Target The Right Audience
Use & Share Data
#2
#3

25. Thank you
matthew.jackson@branded3.com @M4Jackson Branded3.com @Branded_3