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.