Read the full write up here: https://www.pi-datametrics.com/data-driven-strategies-customer-intent-trends/ Sophie Moule, Head of Marketing at Pi Datametrics, takes to the Figaro Digital stage to showcase the importance of customer intent and behaviour data in creating a commercially successful, business-wide strategy. - Think of the customer needs first, and tech after - Use search trends as customer research data - Look at value not just volume - Get organisational buy-in for your data, for aligned planning - Integrate with other datasets for a truer view of customer intent

1. Data-driven strategies
using customer intent trends
Sophie Moule
Head of Marketing | Pi Datametrics
@SophieMoule

2. 2@SophieMoule | @PiDatametrics | Pi-datametrics.com
3.5 billion
searches
Localisation
Personalisation
‘Mobilisation’
The next
“big thing”
Voice
Ai
Where is the biggest opportunity?

3. 3@SophieMoule | @PiDatametrics | Pi-datametrics.com
Biggest source of
customer research
available

4. 4@SophieMoule | @PiDatametrics | Pi-datametrics.com
discover...
commercialise...
...customer needs
analyse...
predict...

5. 5@SophieMoule | @PiDatametrics | Pi-datametrics.com
Step 1 I Discovering customer trends I Beauty sector
Body care
Electrical
Dental
Fragrance
Hair care
Nails
Makeup
Skin care
‘Fragrance‘ searches
peak during Q4
‘Nails’ peaks in
summer
‘Nails’ peaks again
in Christmas
‘Hair care’ top category

6. 6@SophieMoule | @PiDatametrics | Pi-datametrics.com
Step 2 I Commercialisation I Beauty Sector
Body care
Electrical
Dental
Fragrance
Hair care
Nails
Makeup
Skin care
‘Electrical’ is one of the
most valuable categories
‘Makeup’ is also a
valuable category
‘Hair care’ is 4th

7. 7@SophieMoule | @PiDatametrics | Pi-datametrics.com
Step 3 I Spotting Patterns I Beauty Sector
Body care
Electrical
Dental
Fragrance
Hair care
Nails
Makeup
Skin care

8. 8@SophieMoule | @PiDatametrics | Pi-datametrics.com
Body care
Electrical
Dental
Fragrance
Hair care
Nails
Makeup
Skin care
Xmas peak
Xmas peak
Xmas peak
Xmas peak
Step 4 I Analysing Patterns I Beauty Sector

9. 9@SophieMoule | @PiDatametrics | Pi-datametrics.com
Step 4 I Analysing Patterns I Beauty Sector
Body care
Electrical
Dental
Fragrance
Hair care
Nails
Makeup
Skin care
3rd top
Top categoryTripled over 3
years

10. 10@SophieMoule | @PiDatametrics | Pi-datametrics.com
Step 4 I Predicting trends I Beauty Sector
Body care
Electrical
Dental
Fragrance
Hair care
Nails
Makeup
Skin care

11. 11@SophieMoule | @PiDatametrics | Pi-datametrics.com
Who’s capitalising on these searches? - Beauty Sector
Body care
Electrical
Dental
Fragrance
Hair care
Nails
Makeup
Skin care

12. 12@SophieMoule | @PiDatametrics | Pi-datametrics.com
Use search trends to
build strategies
Plan. Influence. Peak. Repeat

13. 13@SophieMoule | @PiDatametrics | Pi-datametrics.com
P.I.P.R. I SEO TEAM
Planning + publishing content Planning + publishing content
Peak purchase
Peak purchase
Repeat?Evaluatewhetherthis
isapeaktrendornot
Repeat?Evaluatewhether
thisisapeaktrendornot
Influence customers
in research phase
Influence customers
in research phase
Example: “festival clothing”

14. 14@SophieMoule | @PiDatametrics | Pi-datametrics.com
P.I.P.R. I DIGITAL DEPARTMENT
Build value
PR, Social, etc.
Build value
PR, Social, etc.
Peak purchase
re-target
Peak purchase
re-target
Switchoff
Switchoff
Activate paid media
during influence stage
Activate paid media
during influence stage
Build cookie
pool
Build cookie
pool
Example: “festival clothing”

15. 15@SophieMoule | @PiDatametrics | Pi-datametrics.com
P.I.P.R. I WHOLE ORGANISATION
Review & optimise
trading plan
Review & optimise
trading plan
Key merchandising
period
Key merchandising
period Peak
Peak
Discount/clearstock
Discount/clearstock
Example: “festival clothing”

16. 16@SophieMoule | @PiDatametrics | Pi-datametrics.com
Measure success
Example: Fashion retail

17. 17@SophieMoule | @PiDatametrics | Pi-datametrics.com
Who’s winning in fashion retail?
… have all experienced significant
commercial success over the last
year:
● Asos: Revenue up 33%
(£1.88bn), pre-tax profits up
145% (£80m)
● Next results signal a good
Christmas for UK retailers”
Data for the date: 17 Jan 18

18. 18@SophieMoule | @PiDatametrics | Pi-datametrics.com
Identify star
performers...
and what they have in common

19. 19@SophieMoule | @PiDatametrics | Pi-datametrics.com
Put customer data first

20. 20@SophieMoule | @PiDatametrics | Pi-datametrics.com
Give this data even
more oomph!
Integrate it with other datasets

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Discussion and search trends
Discussion volumes (Brandwatch) Search volumes (Pi Datametrics)
Building a story - aligning datasets - Financial Sector: Personal Debt
Matching trends: Users’ interest in debt peaked at the start of the year
+

22. @SophieMoule | @PiDatametrics | Pi-datametrics.com 22
Student debt: Conversations (Brandwatch) Student debt: Searches (Pi Datametrics)
Identifying external factors Financial Sector: Personal Debt
Combining datasets can help identify when external factors are at play
Discussion and search volumes: Student Debt +

23. @SophieMoule | @PiDatametrics | Pi-datametrics.com 23
Social Vs Search Topics
+

24. 24@SophieMoule | @PiDatametrics | Pi-datametrics.com
• Think of the customer needs first, and tech after
• Use search trends as customer research data
• Look at value not just volume
• Get organisational buy in for your data - for
aligned planning
• Integrate with other data sets for a truer view of
customer intent
Key takeaways

25. Thank you
Email: info@pi-datametrics.com
Web: Pi-datametrics.com
Twitter: @SophieMoule | @PiDatametrics