[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-audience-analysis":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":418,"breadcrumbs":419,"reading_minutes":149,"category":426,"head":428},"2016-07-07T15:31:27",{"rendered":6},"\u003Cp>If you attended \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-build-useful-audience-personas-to-guide-your-digital-strategy\u002F\">my talk at Brighton SEO\u003C\u002Fa> this year, you’ll know I am all about audience analysis! So I’ve been looking forward to this talk by Rob McGowan at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.responseone.co.uk\u002F\">Response One\u003C\u002Fa>, who promises to tell us how we can deliver better integrated campaigns by understanding our audience.\u003C\u002Fp>\n\u003Cp>Rob doesn’t consider himself a digital marketer. His background is in data analysis. He’s also a big fan of Glastonbury and compares his move to what he calls ‘the graveyard shift’ in the agenda to closing the festival weekend. Nice guy, fun to watch.\u003C\u002Fp>\n\u003Ch2 id=\"pint-of-the-usual\">Pint of the usual?\u003C\u002Fh2>\n\u003Cp>You step into a pub. The barman says ‘pint of the usual?’.\u003C\u002Fp>\n\u003Cp>Have you ever thought about how much audience understanding he’s showing there? He knows who you are, what you like and your experience is improved because of it.\u003C\u002Fp>\n\u003Cp>However, not every person who goes to the pub is the same (cue photos of Nigel Farrage with a pint!).\u003C\u002Fp>\n\u003Cp>If you think back to the pub landlord, he’s stitched together all sorts of information about you to better understand you. We as marketers need to think in the same way, and use the data well.\u003C\u002Fp>\n\u003Ch2 id=\"find-data-everywhere\">Find data everywhere\u003C\u002Fh2>\n\u003Cp>There’s so much data available to us as marketers these days. But it’s not just about what we’ve got, it’s also about what we can derive.\u003C\u002Fp>\n\u003Cp>Rob has worked in a wide range of companies within the cinema industry, where his challenge was to get people to visit one more time, which would make them money. It’s so important to drive one incremental visit per customer but it’s difficult. It’s a very different ball game to retail, for example.\u003C\u002Fp>\n\u003Cp>Your CRM is a hugely valuable source of data. You can combine those details to derive even more.\u003C\u002Fp>\n\u003Cp>For example, the cinema industry has lots of information on the date of visit, time, film, ticket purchase history, location, registration details and more. From this, they can derive the audience size, they can learn from the type of film. It’s about treating all that information as data points to classify an individual and create audiences.\u003C\u002Fp>\n\u003Cp>But, that’s all about looking backwards at what people \u003Cem>have done\u003C\u002Fem>, not what they will do.\u003C\u002Fp>\n\u003Ch2 id=\"dig-beneath-the-surface\">Dig beneath the surface\u003C\u002Fh2>\n\u003Cp>YouGov is a really useful tool which can add to your own data. You can incorporate research and social data into your segments, which is brilliant when you’re thinking about content because you’ll have so much information about your audience.\u003C\u002Fp>\n\u003Ch2 id=\"audience-analytics-must-feature-early-in-the-roadmap\">Audience analytics must feature early in the roadmap\u003C\u002Fh2>\n\u003Col>\n\u003Cli>Behavioural\u003C\u002Fli>\n\u003Cli>Demographic\u003C\u002Fli>\n\u003Cli>Contextual\u003C\u002Fli>\n\u003Cli>Social\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Make sure you’re doing everything you can to use these data points to understand your audience from day one.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2688\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWAu5oSIO-rob-mcgowan-search-leeds-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"rob mcgowan search leeds\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>There are multiple ways to activate this insight:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Programmatic media\u003C\u002Fli>\n\u003Cli>Email marketing\u003C\u002Fli>\n\u003Cli>CRM insight\u003C\u002Fli>\n\u003Cli>etc\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"cro-driven-by-audience-analysis\">CRO driven by audience analysis\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Analytics audience and setup\u003C\u002Fli>\n\u003Cli>Multivariate testing\u003C\u002Fli>\n\u003Cli>Personalisation testing\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>These can’t happen if you don’t have all the audience insight first.\u003C\u002Fp>\n\u003Cp>Audience analytics will drive marketing ROI:\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Customer analytics\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Profiling\u003C\u002Fli>\n\u003Cli>customer satisfaction\u003C\u002Fli>\n\u003Cli>360 view of customer\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Onboarding\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Customer data\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Personalisation\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Content\u003C\u002Fli>\n\u003Cli>Communications\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>But, this only works for you if your idea, message and product are also great! Your data will show you if the product you’re trying to sell is resonating with your audience, which makes it even more important to keep updating your audience insight.\u003C\u002Fp>\n\u003Ch2 id=\"food-for-thought\">Food for thought\u003C\u002Fh2>\n\u003Col>\n\u003Cli>Deliver value, quickly\u003C\u002Fli>\n\u003Cli>Measure the day to day, insightfully\u003C\u002Fli>\n\u003Cli>Integrate data, programmatically\u003C\u002Fli>\n\u003Cli>Create an iterative roadmap, simply\u003C\u002Fli>\n\u003Cli>Engage the business, imaginatively\u003C\u002Fli>\n\u003C\u002Fol>\n",false,"standard",[10],39,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-2687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","collections-search-leeds",{"page_content_modules":29,"hero":145},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Leeds: Audience Analysis for Better Integrated Campaigns, by Rob McGowan",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,123,135],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":120},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111,114,117],{"name":112,"image":113},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":115,"image":116},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":118,"image":119},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":121,"name":122},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":20,"title":124,"excerpt":125,"to":126,"postedAt":127,"readingTime":128,"image":129,"authors":130,"category":134},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131],{"name":132,"image":133},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":121,"name":122},{"type_key":20,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":144},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":132,"image":133},{"to":121,"name":122},{"type":146,"style":147,"heading":33,"date":4,"updatedAt":148,"reading_minutes":149,"image":150,"imageAlt":33,"categories":151,"collections":336},"blog-post","light","2022-02-07T16:48:42",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FW8Hje1ND-050720211625527257_audience-analysis.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[152],{"id":10,"count":153,"description":154,"link":121,"name":122,"slug":155,"taxonomy":156,"parent":47,"meta":157,"acf":158,"head_links":159,"resource_count":160,"yoast_title":161,"yoast_meta":162,"yoast_json_ld":206,"_links":304,"path":121},283,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":39,"title_override":39,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[163,165,168,171,174,177,180,182,184,186,189,192,195,198,200,203],{"property":164,"content":161},"title",{"property":166,"content":167},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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