Optimising the Customer Journey with Machine Learning | Edinburgh
Thursday 13th February 2020 – 09:00 AM
DoubleTree by Hilton Hotel Edinburgh City Centre, 34 Bread St, Edinburgh, EH3 9AF
How fast would your business grow if you could scale your most loyal and profitable customers tenfold?
Mediaworks and Google invite you to consider your customers journey, think about data available for your analysis, and find out how machine learning can optimise and accelerate your prospects path to purchase.
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- Effective Online Building Your Brand – Launch high impact multi-channel digital campaigns to increase your branded search and enquiries.
- Accelerate Your Enquiry to Sale – Optimise your customer touch points through channels and devices — to increase discovery, consideration, and conversion.
- Switch Competitor Search to Customer Acquisition – Build substitute purchases campaigns to switch competitive search into your customer wins.
- Repeatedly Target Your Most Valuable Customers – Categorise the personas of repeat purchasers by lifetime value and focus your marketing spend on most profitable customers.
Importance of Optimising Throughout the Journey – Daniel Hoggan, Mediaworks
Mediaworks Chief Technology Officer, Daniel, will discuss the importance of optimising the digital channels across the entire journey. And, how combining different channels, data points, and machine learning help to scale brand building and customer acquisition.
Building Awareness and Winning in the Middle – Susie Gorman, Google
Google Agency Development Manager, Susie, will present the top tips for brand building and how to stand out in the messy middle of your customers journey.
Audience, Automation, and Action – Ben Homer, Mediaworks
Mediaworks Head of Paid Search, Ben, will discuss the importance of automation and audience to drive conversions at the right time.
Driving Recurring Revenue Through Data Driven Analysis – Mediaworks and Where The Trade Buys
Case study example of how machine learning amplified marketing decisions to increase long term acquisition of Where The Trade Buys target customers.