David Williams from ASOS Speaking at Adobe Summit

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.