Keynote: Goodbye Faith, Hello Data Driven Agile Marketing!

Companies have the money and the measurement tools, yet they build pages buried in ads, sites that don't work on mobile and landing pages that ignore what the visitor just searched for. Avinash Kaushik, author of books on web analytics, shows it on the Czech web too, where searching for an iPhone, dolls or tyres led him to unusable mobile pages. He traces the cause to the way marketers think about their audience.

You'll learn how Avinash's See, Think, Do, Care framework segments audiences by intent rather than demographics, and how to use it to plan content, choose channels and measure success. Avinash explains what paid search, YouTube, Facebook and display are each good for, why a channel shouldn't be judged by the last click, and which reports and visualisations reveal the whole customer journey. His examples include Volkswagen, Mall.cz, H&M and Innocent.