Blog Post:For millions of twenty-something fashion lovers, ASOS is the go-to destination for inspiration, style tips and, of course, online shopping. With 8.2 million active users and shipping to over 234 countries, ASOS delivers the right fashion to fashionistas across the globe. Joining us at Adobe Summit in London, May 14-15, is David Williams from ASOS who will be speaking as part of the Digital Analytics track. Before he does, we caught up with him to discuss digital trends, his role as head of customer intelligence and what will be a hit in 2014. Can you tell us a bit more about your role at ASOS? I head up our Analytics and Data Science teams. We’re tasked with using customer engagement data to fuel not only better decision making, but to build customer-facing propositions on the top of it. 1000heads_Adobe_ASOS_TwitterWhat key digital marketing trend do you see making it big by the end of 2014? A move from understanding customers as cookies to customers as individuals. It’s been a long time coming, but with a higher and higher proportion of traffic coming from mobile and the average consumer having access to more and more internet-connected devices (my own count in daily usage is 6!!), a lot of understanding is being lost by not tying those journeys together. Being able to connect the customer journey is going to be key in 2014. What are you most looking forward to at Summit this year? Great discussions with like-minded individuals and a preview of what is to come from Adobe in the coming months. Sneaks is a favourite, plus looking back at what enhancements have been dropped in the last year that I didn’t know about! Can you give us a little teaser into what you will be exploring in your Summit talk? The session is on analytics practice maturity and how you can use Adobe’s own assessment tool to benchmark your team - we’ll be giving some insight on our own experience with that process. What do you find most interesting about working with customer insights data? The velocity and variety of both the data and the problems we’re looking to solve… we’re never sat still for long, the work is diverse and challenging and we can genuinely help influence business decisions and the bottom line. If you want to hear more from David, be sure to attend his session Best-in-class analytics: How to move your practice up the maturity curve at 3.45pm, May 14 at Adobe Summit. You can also join the conversation with ‪#AdobeSummit. Author: Date Created:2 May 2014 Date Published: Headline:David Williams from ASOS Speaking at Adobe Summit Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/05/Adobe_Blog-Header-images_1640x920_16.jpg

For mil­lions of twenty-something fash­ion lovers, ASOS is the go-to des­ti­na­tion for inspi­ra­tion, style tips and, of course, online shop­ping. With 8.2 mil­lion active users and ship­ping to over 234 coun­tries, ASOS deliv­ers the right fash­ion to fash­ion­istas across the globe.

Join­ing us at Adobe Sum­mit in Lon­don, May 14–15, is David Williams from ASOS who will be speak­ing as part of the Dig­i­tal Ana­lyt­ics track. Before he does, we caught up with him to dis­cuss dig­i­tal trends, his role as head of cus­tomer intel­li­gence and what will be a hit in 2014.

Can you tell us a bit more about your role at ASOS?

I head up our Ana­lyt­ics and Data Sci­ence teams. We’re tasked with using cus­tomer engage­ment data to fuel not only bet­ter deci­sion mak­ing, but to build customer-facing propo­si­tions on the top of it.

1000heads_Adobe_ASOS_TwitterWhat key dig­i­tal mar­ket­ing trend do you see mak­ing it big by the end of 2014?

A move from under­stand­ing cus­tomers as cook­ies to cus­tomers as indi­vid­u­als. It’s been a long time com­ing, but with a higher and higher pro­por­tion of traf­fic com­ing from mobile and the aver­age con­sumer hav­ing access to more and more internet-connected devices (my own count in daily usage is 6!!), a lot of under­stand­ing is being lost by not tying those jour­neys together. Being able to con­nect the cus­tomer jour­ney is going to be key in 2014.

What are you most look­ing for­ward to at Sum­mit this year?

Great dis­cus­sions with like-minded indi­vid­u­als and a pre­view of what is to come from Adobe in the com­ing months. Sneaks is a favourite, plus look­ing back at what enhance­ments have been dropped in the last year that I didn’t know about!

Can you give us a lit­tle teaser into what you will be explor­ing in your Sum­mit talk?

The ses­sion is on ana­lyt­ics prac­tice matu­rity and how you can use Adobe’s own assess­ment tool to bench­mark your team — we’ll be giv­ing some insight on our own expe­ri­ence with that process.

What do you find most inter­est­ing about work­ing with cus­tomer insights data?

The veloc­ity and vari­ety of both the data and the prob­lems we’re look­ing to solve… we’re never sat still for long, the work is diverse and chal­leng­ing and we can gen­uinely help influ­ence busi­ness deci­sions and the bot­tom line.

If you want to hear more from David, be sure to attend his ses­sion Best-in-class ana­lyt­ics: How to move your prac­tice up the matu­rity curve at 3.45pm, May 14 at Adobe Sum­mit. You can also join the con­ver­sa­tion with ‪#AdobeSummit.