Everest’s innovations lets consumers drive strategy

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

The brand used online analytics to understand how visitors arrived at its website, what products they looked at and how they enquired and converted over a six-month period.

As a result, Everest has optimised its website to provide users a better experience.

Marketing director Duncan Bland says using detailed data to gain insight into online behaviour 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.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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