AMA - Digital Marketing Day 2018

AMA - Future Now.jpg

These are the notes and slides from Chris Unitt’s sessions at Future Now - the AMA Digital Marketing Day 2018. Those sessions were…

  • Session 1: DATA - the basics and how to use it

  • Session 2: DATA - insights to inform your strategy

At the end are some next steps you might be interested in.

Session 1: DATA - the basics and how to use it

What this session was about

We all want to create better campaigns, improve our websites, and give our audiences what they’re looking for. With all the data we’re collecting, the answers must be in there somewhere, right?

In this session, I shared tools and techniques you can use to remove guesswork and let your data show you the way. In a nutshell…

  1. Get your analytics tools in order.

  2. Ask yourself:

    1. What can we fix?

    2. What can we make easier?

    3. What should we focus on?

    4. What are people looking for?


Links and resources


Book: Don’t Make Me Think by Steve Krug

Methods: Heatmaps, visitor recordings, Customer Effort Score, and user intent survey

Other links:

Further training

AMA workshop: Measuring Up - taking your Google Analytics skills to the next level in London on 13 February 2019.

It’s also worth working through Google’s Analytics Academy and Academy for Ads, Facebook Blueprint, and the HTML and CSS classes on Codecademy.

Session 2: DATA - insights to inform your strategy


Using data to make small, incremental improvements to your tactics will add up over time. But how do you use data to inform strategy, test new offerings, and validate the bigger opportunities that might be out there?

In this session, I showed how to use commonly available tools and some imaginative techniques to find and research new audiences, test new offerings, and understand your competitors.


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