Everest lets consumers drive strategy

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

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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.

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