[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearchleeds-seeing-whole-elephant-rob-mcgowan":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":412,"breadcrumbs":413,"reading_minutes":143,"category":420,"head":422},"2017-06-15T09:54:42",{"rendered":6},"\u003Ch1 id=\"are-you-seeing-the-whole-elephant-why-you-need-multiple-perspectives-on-your-customers-to-get-the-full-picture\">\u003Cb>Are you seeing the whole elephant? Why you need multiple perspectives \u003C\u002Fb>\u003Cb>on your customers to get the full picture.\u003C\u002Fb>\u003C\u002Fh1>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Rob McGowan is a strategy director at Response One, an insight-driven marketing agency backed by St Ives Group. Rob kicked off stage 2 this morning with a talk around how to approach data and utilise it in your everyday marketing life and how important context is to understand what the customer wants.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">He used the \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FBlind_men_and_an_elephant\">\u003Cspan style=\"font-weight: 400;\">blind men and an elephant fable\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> as the core of his presentation, hence the title.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>Definitely check out \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FBranded3\u002Fsearchleeds-2017-rob-mcgowan-strategy-director-response-one-are-you-seeing-the-whole-elephant-why-you-need-multiple-perspectives-on-your-customers-to-get-the-full-picture\">Rob’s slide decks\u003C\u002Fa> too as he uses some really interesting timelines to explain the changes of data over time.\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"understanding-your-role\">\u003Cb>Understanding your role \u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Important to not get stuck in a particular discipline. No matter what role you play in your agency or business it is important to understand your expertise can help others.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>\u003Cspan style=\"font-weight: 400;\">‘Half the truth is often a great lie’ – Benjamin Franklin\u003C\u002Fspan>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As marketers, our job is to understand our customers and how they interact with our brands and what they want from the brand.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Common mistakes – ‘Asking the wrong question’ is one of the biggest common mistakes.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Lack of data can’t be an excuse. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"the-changing-data-landscape-gift-and-a-curse\">\u003Cstrong>The changing data landscape – gift and a curse!\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Rob showed a timeline of how data has changed over the years. The two main periods that are relevant to marketers are 1995 and today:\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">– 1995 – the year of customer data ‘revolution’ i.e. Tesco & transaction based loyalty was introduced.\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">– Today – explosion of structured and unstructured data. Context is important and up until now it has been difficult to act upon it. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Think about how you can start to overlay all of these bits of data together. As a brand, third party data is useful but still if you focus on just one set of data you won’t get the full picture. There is so so much data today that can be used so it is all about selecting the right primary data but ensuring you never lose the full picture. Data should also be taken outside of marketing. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"baby-and-family-led-marketing-an-editorial-calendar-that-demands-rich-data\">Baby and family led marketing – an editorial calendar that demands rich data\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Rob used an analogy of leading a marketing campaign and delivering results as pregnancy and childbirth. The main point of this analogy is to demonstrate that it is very easy to be relevant because you know when the baby’s due, but you need to be valuable too – that’s where the challenge lies.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"drinking-from-the-firehose-can-be-difficult-even-if-you-can-find-the-hose\">Drinking from the firehose can be difficult – even if you can find the hose\u003C\u002Fh2>\n\u003Cp>Extracting the right data is crucial – what do you really need?\u003C\u002Fp>\n\u003Cp>Make pragmatic use of what you have easy access to:\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Utilise existing touchpoints\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Data does not have to be expensive – an example of an email campaign – without asking directly you can use email campaigns and marketing tools to learn what people are interested in. \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>“If content is King, context is queen”\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Data and context provide rich pickings for content and offer, for example taking into consideration language, weather, channel preference & location.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>‘There’s always a spreadsheet down the back of the sofa’ – make sure you talk to your colleagues because a spreadsheet or some data from a while ago could be useful.\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"useful-free-tools\">Useful free tools\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Rob listed some free tools for the following areas:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Media level\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Brand\u002Fsite level\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Social analytics\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Customer analytics\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">These are all in his \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FBranded3\u002Fsearchleeds-2017-rob-mcgowan-strategy-director-response-one-are-you-seeing-the-whole-elephant-why-you-need-multiple-perspectives-on-your-customers-to-get-the-full-picture\">presentation\u003C\u002Fa> so check it out for further information.\u003C\u002Fspan>\u003C\u002Fp>\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-3167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","collections-search-leeds",{"page_content_modules":29,"hero":139},[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,"SearchLeeds: Are you seeing the whole elephant? – 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",[103,117,127],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"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",[111],{"name":112,"image":113},"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":115,"name":116},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":126},"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",[125],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":132,"image":133,"authors":134,"category":138},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":136,"image":137},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":140,"style":141,"heading":33,"date":4,"updatedAt":142,"reading_minutes":143,"image":144,"imageAlt":33,"categories":145,"collections":330},"blog-post","light","2022-02-07T16:48:37",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FEvVUMi05-050720211625523812_search-leeds-2017.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[146],{"id":10,"count":147,"description":148,"link":115,"name":116,"slug":149,"taxonomy":150,"parent":47,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":298,"path":115},282,"\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",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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