14:40 - 15:10
Y-AXIS KEYNOTE THEATRE
BEYOND CONVERSION; USING DATA TO BUILD A HOBBY
THURSDAY 21 SEPTEMBER 2023
SPEAKERS: ANUP PUREWAL & IRENE IRIARTE CARRETERO, FINDMYPAST
Findmypast is a leading family history company, with the largest collection of UK and Irish records in the world. Subscription user journeys are rarely linear, especially in hobby-based products where users must engage heavily across different features to maximise utility. Consequently, traditional funnel-based acquisition-conversion models struggle to provide the necessary insight to optimise marketing channels. Here, we show how FMP encompasses engagement data into channel optimisation, and furthermore, how we create a feedback loop of data to create personalised
product experiences.
28 сен 2023
