Gathering and Using Customer Data on Your Digital Platforms | Sydney
About this event
Analytics platforms can gather data on the how and what on your digital platforms, but if you're not gathering data on the why then you're missing 50% of the picture. Some of the most valuable insights can be gathered from qualitative research and there's a huge range of platforms now available to gather data beyond the focus group.
This session will explore why you should be gathering this data, how to get it, the tools available and how to turn these insights into meaningful action.
Outline:
This session will look at a customer-centric approach to data, by using surveys and customer feedback to give context to website interactions. We'll look at topics such as:
- The theory of customer insight
- Building hypotheses
- Use cases and using tools such as Hotjar, Qualaroo and Full Story to build the why of interactions
We'll then provide some concrete examples of how to feed these insights into your content, website and testing plans.