Everest lets consumers drive strategy

Home improvement company Everest has revised its digital marketing strategy based entirely on user behaviour.


Online analytics have been used to understand how visitors arrived at the Everest web site, what products they looked at and how they enquired and converted over a six month period.

As a result, the website has now been optimised to provide a better experience. Marketing director Duncan Bland commented that using detailed data to gain insight into online performance has led to a more effective digital presence.

Senior management at Everest are also using the same analytical tool to set marketing plans and budgets as well as to decide online strategy.

Using hard data about user behaviour, the company is now able to model how changing marketing activity in one area of its site would generate additional revenue.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here