Effective measurement of users and their activities is a must in the modern era of digital marketing. Understanding those users allows marketers to plan campaigns and distribute marketing dollars efficiently. However, the question is how do we do we understand these users and collect the right data at scale. Mike King, Executive Director of Owned Media at Acronym, will give a detailed discussion of how to perform ethnographic research using social media and leverage a variety of free and paid data sets to truly understand the user behind the visit.
After this meeting, you will be able to:
- How to Account for Audience & Buyer Personas
- How to Build and Effectively Leverage User Journeys
- Using Personas to Thwart (not provided)
ABOUT MICHAEL KING
Michael King is an SEO Engineer by trade and Inbound Marketer by evolution. He is currently an independent Digital Marketing Consultant at iPullRank.
Michael King (better known as @iPullRank on Twitter) has an extensive background in software, web development and a proclivity for creative solutions. That experience has afforded him a track record of successfully coordinating the efforts of Creative, Strategy, Technical and Paid Media Teams to achieve synergistic solutions in harmony with long-term client campaign goals for several Fortune 500 brands. Previously, Mr. King was responsible for the SEO campaigns of LG, Citi, Sanofi Pasteur, Cartier, and General Mills as the SEO lead at Publicis Modem. Before that, he was member of the SEO team at Razorfish where he contributed to many wins for Ralph Lauren, ABC, ADT, State Farm, and several Johnson & Johnson and Genentech brands.