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Digital intelligence is not just for digital marketing.

The following blog takes insights from the Narrative team, the IPA and Google to show how digital intelligence can drive marketing insights for both on- and offline campaigns.


Audience insights

Mark Ritson advises that 70% of a marketer’s job is to talk to the customers. And we are firm believers in this – but it doesn’t mean that you can’t supplement qualitative feedback with digital intelligence to better understand your audience.
  • Google Analytics can tell you the demographic and location of your website users: does it match those you wanted to attract? are there any surprises in there? do the demographics tell you that your product potentially has another use case you hadn’t emphasised before in your marketing? If the demographics are vastly different, are people buying your products as gifts rather than for themselves? Time to read between the lines.
  • Google Search Console (or SERanking/Majestic SEO or similar) tell you about the language your customers are using. Does it match the language you use to describe your products or services on- and offline? Are they asking questions you could answer in newsletters, brochures, or at speaking opportunities?
  • Social media can tell you who else your audiences are engaging with, what they think about your products and services, what content they are most interested in and what times of day they are actively online. Does this coincide with any offline activity you are doing – or should it?


Customer journey

“The traditional purchase funnel was a fairly linear process. Advertisers could drive awareness through
high reach media and then encourage consideration with specific advertising messages. Once purchased the brand values and quality of the product or service would determine long term loyalty.” – IPA

The modern purchase funnel is much more complicated, as demonstrated by Google’s micro-moments and ZMOT analysis. Consumers move from online sources of information to offline purchase points and back again before making their final decision, and the impact of social validation (reviews and mentions) holds more sway than ever.

Digital intelligence, including attribution tracking and call tracking can give you insight in to the customer journey – how many times are people visiting the site? what content are they consuming? what drives them there in the first place: social post? organic search? display ad? Are they passive or active, or both?! All the data you can gather on your target market’s behaviour will inform a better understanding of your user profiles, lead/lag time to buy and what messages they respond to – helping you plan advertising campaigns, PR content, events, sponsorships, product placements and other offline marketing tactics.

NB. Advanced methods such as econometrics can even bring offline data in to the mix to build a more complete picture of the customer journey but can be costly and requires specialist skills.



Experiments and testing are the bread and butter of a marketer’s role. Digital intelligence allows you to run micro experiments online which can be replicated offline or used to influence further experiments and testing in stores, in offline collateral or at events.

“Marketing experiments have some fantastic advantages over other methods of measurement when well conducted. They can demonstrate the incremental impact of creative, strategy or media. They can be used to look at brand metrics or sales metrics – both on- or offline. They can be used to test new approaches, and can be conducted quickly. Results can be reported in a matter of weeks.” – IPA


Have you used digital intelligence to drive insights for future marketing campaigns? Tell us more @NarrativeComms.


This post was created on 26th May 2020
Under the category Blog
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