Modern shoppers are multi-device by default and they expect high-quality cross-channel experiences however they engage. To support this, marketers need to focus on the audience rather than the individual device they may be using. This presentation from IMRG and Epiphany will look at: - What audience-focused marketing is and why it’s important - Multi-device journeys – how shoppers vary their usage and why - Tips for supporting high quality cross-channel experiences

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32. Remember
• Don’t drill down too much (minimum audience sizes!)
• Split the data however works for you
• Focus on actionable insights
• Combine this with data from other platforms, e.g. GA, Facebook,
YouGov, etc.
• Humanise into personas with motivations, lifestyles, pain-points
Snippet
“Women who convert are more likely to be
interested in movies if they’re between 18-
24, but if they’re between 25-34, they’ll be
news & celebrity junkies. If they’re coming
from email or Bing, they’re likely to convert
better.”

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